OpenSlate – which helps brands find engaged YouTube audiences – also wants to make it easier for buyers to understand the value of YouTube inventory in TV terminology. In that spirit, OpenSlate on Thursday launched its YouTube GRP Planning Tool. A number of agencies and brands are already using it, including DigitasLBi. The GRP Planning […]
“Premium video” is Google’s code for “brand budgets.” Its decision to remove YouTube inventory from the DoubleClick Ad Exchange (AdX) by the end of the year is one more way it hopes to clinch a piece of TV’s $70 billion portion of the overall brand budget. Platform providers were understandably upset when Google revealed the […]
Google’s big video reveal this week included a significant update to its premium video exchange, Google Partner Select. At the time of its launch last June, it was unclear how many participants initially were involved in Google’s effort to “bring together the best of brand advertising with the best of programmatic,” Neal Mohan, Google’s VP […]
Google spent the year branding YouTube as the de facto video partner for brand advertisers. 2014 was certainly active for Google’s video properties. Its ads and commerce chief, Susan Wojcicki, took the reins at YouTube as senior vice president, Google packaged the top 5% performing YouTube videos for brand buys in a program called Google […]
Google is walking the walk when it comes to promoting YouTube personalities. After hearing from agencies that it was not acting swiftly enough to tout its own programming, the video platform embarked this month on a “massive” TV, print and out-of-home campaign starring several of its high-profile personalities (YouTube calls them creators) that target Millennial […]
