MOUNTAIN VIEW, CA: YouTube is investing in new formats and new monetization opportunities as well as continuing to tackle brand safety issues, according to its chief executive officer.
Despite a “tough few weeks”, YouTube is “delivering great results for our advertisers”, CEO Sundar Pichai said in a quarterly earnings call on Monday.
As an example, he cited the introduction of TrueView for Reach, which optimizes in-stream ads to reach a wide audience. “In beta-testing, nine out of ten campaigns drove a significant lift in ad recall, with an average lift of nearly 20%,” Pichai reported.
He outlined a range of other areas the video-sharing platform is working on, including the support of emerging formats, such as mobile live streaming and VR.
Live content is seeing “tremendous momentum”, Pichai said, as he referred to the recent Coachella live stream, which had more than 41 million live views from all over the world.
“Coachella was YouTube’s most viewed live music festival ever,” he said. “And, no surprise, Beyoncé was the most viewed Coachella performance ever on YouTube.”
At the same time, “we are aggressively combating content that violates our strict policies through a combination of user and machine flags”, he stated.
The YouTube Official Blog this week highlighted the removal of more than 8 million videos in the fourth quarter of 2017 – mostly spam or people attempting to upload adult content – with 6.7 million first flagged for review by machines rather than humans and with 76% of these then removed before they received a single view.
“We also changed our monetization requirements to better identify creators who contribute positively to the community and drive more ad revenue to them,” said Pichai.
Over the past year YouTube channels’ earnings figures grew more than 40% and the platform continues to explore new monetization options for creators beyond advertising – with subscriptions and features like Super Chat proving popular. “We have beta-testing in sponsorships, merchandising and ticketing,” Pichai added.
YouTube has also expanded YouTube Director Onsite to over 170 US cities. This gives SMBs access to a professional filmmaker to create and edit their video ads.
Sourced from Seeking Alpha, YouTube; additional content by WARC staff