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Highlights from tonight’s YouTube Brandcast event: What’s next for Google Preferred
Thursday, May 5, 2016
Tonight, YouTube hosted our fifth annual Brandcast in New York, our digital
Newfronts
event, where we showcase the best of YouTube to advertisers and agencies. With a little help from
Big Bird
, the
Whip Nae Nae
, and
Sia
, we showed that YouTube is where the world chooses to watch: on mobile alone, we now reach more 18-49 year-olds in the U.S. than any broadcast or cable TV network.
1
As a result, our influence is greater than ever. In fact, nearly
60 percent
of YouTube subscribers say they’d follow a YouTube creator’s advice on what to buy over that of their favorite TV or movie star. And the influence of YouTube stars continues to grow—last year, 6 in 10 of the most influential celebrities among teens were YouTubers, and this year that number jumped to
8 in 10
.
To help brands capture some of this momentum, we have a premium content offering called
Google Preferred
that features creators like
Lilly Singh
,
sWooZie
and
Laura Vitale
. Organized into 13 lineup categories—including Comedy, Music, and Food & Recipes—Google Preferred is easy to buy and gives advertisers access to the most-loved and most-watched content on YouTube. In fact, Google Preferred reaches more people in the U.S. on mobile than all full episode players combined.
2
And, we announced at Brandcast that Google Preferred just got better. Here’s how:
1. More Can’t-Miss Moments With Google Preferred Breakout Videos
Pop culture moments like the
Harlem Shake
and
Let It Go
are as unexpected as they are popular. While Google Preferred gives brands access to established creator channels, our new Breakout Videos offering lets them advertise on emerging content—the hottest and fastest-rising videos on YouTube. With the launch of Google Preferred Breakout Videos in the U.S., brands can be there alongside the next breakout star.
2. More Ease and Relevance with Programmatic Guaranteed for Google Preferred
To make it even easier to be there in the moment viewers are watching, upfront buyers will soon be able to execute their Google Preferred—and Breakout Videos—buy programmatically through DoubleClick Bid Manager. This means all video campaigns (including TrueView, Google Preferred, and cross-exchange) can be managed in one place.
3. More Sports Fans With NBA Highlights on Google Preferred
NBA Commissioner Adam Silver also took to the Brandcast stage to announce that NBA inventory is now part of Google Preferred. Top NBA highlights will surface in Google Search and on YouTube, offering brands access to the NBA’s loyal fan base across screens. In addition, the NBA will soon launch two new VR series on YouTube that give viewers a behind-the-scenes look at team arenas and their favorite players.
4. More Great Results for Brands
With new additions like Breakout Videos, Programmatic Guaranteed, and NBA highlights, Google Preferred will keep delivering massive reach, and strong results for brands.
Already this year, among the Google Preferred campaigns we measured, 75 percent drove lifts in consideration
3
and 61 percent drove lifts in favorability.
4
Google Preferred is driving results later in the consumer journey, too: it raised purchase intent in two-thirds of campaigns.
5
Results like these have encouraged nearly twice the number of brands in the U.S. to take advantage of Google Preferred in the last year.
6
Chime in with your Google Preferred questions and comments on #
Brandcast
, and check out
six questions every brand should consider after Brandcast
. We’ll post even more content after the show on the
Brandcast website
.
Kate Stanford, Head of Global Advertiser Marketing at YouTube, recently watched "
Imagine the Possibilities
."
1
Google-commissioned Nielsen study U.S., December 2015. Audience Reach among Persons 18-49 for YouTube (mobile only) and 124 individual U.S. cable and broadcast networks (television only).
2
Google/Millward Brown Digital Google Preferred Mobile Clickstream Analysis US, October 2015 (Full episode players on mobile browser or app include: Netflix, HBO, Hulu, NBC, Fox, CBS, ABC, sourced from the 20,000 person Mobile Compete Clickstream Panel).
3
Google Preferred Brand Lift Meta Analysis, 2015 and Q1 2016. Results for 242 US Google Preferred Consideration Studies.
4
Google Preferred Brand Lift Meta Analysis, 2015 and Q1 2016. Results for 44 US Google Preferred Favorability Studies.
5
Google Preferred Brand Lift Meta Analysis, 2015 and Q1 2016. Results for 80 US Google Preferred Purchase Intent studies.
6
Google data, US, Q1 2016 vs Q1 2015.
A new mobile design for your Home
Tuesday, April 26, 2016
Whether you want to watch hilarious sketch comedy, your favorite vlogger, new let’s plays, or music videos, you should be able to see new videos you love every time you visit YouTube—right on your homepage. Starting today, when you open the YouTube app on your iPhone or Android phone, you’ll experience a redesigned Home, with a clean and simple format that invites you to discover and enjoy.
Large, high resolution images make it easy to identify videos you want to watch, and a prominent icon highlights the creator for every video
This isn’t just a new coat of paint on the same old Home—we’ve coupled a fresh design with more relevant personalized recommendations that make it easier to discover videos you’ll be excited to watch. The new recommendation system is based on
deep neural network
technology, which means it can find patterns automatically and keep learning and improving as it goes. Every day, we recommend hundreds of millions of different videos on Home, billions of times, in 76 languages.
One of the biggest improvements is how the system suggests more recent videos and those from the creators you love. People who have tried the new system have spent more time watching fresh videos and content from their Subscriptions.
We hope you’ll enjoy your new Home, built just for you!
Brian Marquardt, Product Manager, YouTube Main App, recently watched "
Troye Sivan: Youth
" and Todd Beaupré, Product Manager, YouTube Discovery, recently watched "
M83 - Do It, Try It
."
One step closer to reality: introducing 360-degree live streaming and spatial audio on YouTube
Monday, April 18, 2016
Growing up as a kid, my favorite basketball player was Magic Johnson. I wanted nothing more than to be able to watch him play in person, but unfortunately I never got the chance. Whether it’s a sporting event or a concert or even a family gathering, all of us have had the feeling of wanting to be somewhere we couldn’t. But these days, virtual reality and 360-degree video can help get you one step closer to actually being at those places and in those moments. Today, we’re taking immersive video even further with 360-degree live streaming on YouTube.
We first
launched support for 360-degree videos
back in March 2015. From
musicians
to
athletes
to
brands
, creators have done some incredible things with this technology. Now, they’ll be able to do even more to bring fans directly into their world, with 360-degree live streaming. And after years of live streaming Coachella for fans around the world who can’t attend the festival, this year we’re bringing you the festival like never before by live streaming select artist performances in 360 degrees this weekend.
Starting today, we’re also launching spatial audio for on-demand YouTube videos. Just as watching a concert in 360 degrees can give you an unmatched immersive experience, spatial audio allows you to listen along as you do in real life, where depth, distance and intensity all play a role. Try out
this playlist
on your Android device.
To make sure all creators can tell awesome stories with virtual reality, we’ve been working with companies across the industry. We’re working with companies like VideoStitch and Two Big Ears to make their software compatible with 360-degree live streams or spatial audio on YouTube and more will be available soon. We’ll also make 360-degree live streaming and spatial audio technologies available at all
YouTube Space
locations around the globe, so you can take it for a spin.
What excites me most about 360-degree storytelling is that it lets us open up the world's experiences to everyone. Students can now experience news events in the classroom as they unfold. Travelers can experience faraway sites and explorers can deep-sea dive, all without the physical constraints of the real world. And today's kids dreaming of going to a basketball game or a concert can access those experiences firsthand, even if they're far away from the court. What were once limited experiences are now available to anyone, anywhere, at any time.
Are you ready to never miss a moment again?
Neal Mohan, Chief Product Officer, recently watched "
Dub360: Stephen Curry pregame warmup routine
."
Cure festival FOMO and watch Coachella live exclusively on YouTube - tune in to watch select live performances on April 15-17
Monday, April 11, 2016
Not everyone can make it to the California desert, but that doesn’t mean you have to miss out on Coachella. Un-leashed by T-Mobile, music fans around the world can tune into Coachella’s
YouTube channel
on April 15-17 to catch performances of both emerging artists and the biggest acts on the lineup. The live stream will also be available on the
YouTube Music app
, and on
any screen
where you can watch YouTube.
You can further enhance your experience with several new features on Coachella’s
YouTube channel
for this year’s festival:
You’ll have the freedom to choose from three live stream channels and a video-on-demand hub to see highlights and performance footage throughout the weekend. You can also find this on mobile at
CoachellaLive.com
.
An interactive personalized schedule to customize your live viewing experience. The live stream channel will change automatically based on the artists and bands you select.
The Coachella YouTube Channel social feed will incorporate new exclusive highlights and top moments from the festival.
Stay tuned here to find out which artists will be in the live stream and subscribe to
Coachella’s YouTube channel
to watch the latest videos and even relive past performances.
Enjoy!
Ali Rivera, West Coast Head Artist Label Relations recently watched ”
Conan Driving Lesson
,” and Brian Anderson, Music Programs Manager, YouTube Music, recently watched ”
Despacio Soundsystem
.”
An exciting new way to watch 360 videos on YouTube
Friday, April 1, 2016
Over the years, we’ve received thousands of innovative feature requests from our users. But there’s one suggestion we’ve heard over and over again, and today, we’re finally able to make it a reality.
We’re proud to introduce the ability to watch videos on YouTube in 360 degrees —sitting right next to Snoop Dogg.
We call it SnoopaVision.
SnoopaVision is a cutting-edge 360 experience that combines two undeniable trends:
360 is the future
Snoop Dogg
To get started, just click the SnoopaVision icon in the lower right of any video. Try it now for popular videos like "
6ft Man in 6ft Giant Water Balloon
" and "
Double Rainbow Song
," and see the full list at
youtube.com/snoopavision
.
Sometimes, it’s the most obvious ideas that are the best, and that’s certainly the case with SnoopaVision.
Ben Relles, Head of YouTube Innovation, recently watched “
Crazy Mountain Biker with SnoopaVision
"
in High Definition (which is also the name of
Snoop’s
new album, coming soon)
.
Inviting more players to the game
Thursday, March 10, 2016
The YouTube Gaming team has been on a six-month speedrun. Last summer, we released an app and website designed to connect gamers with each other, and with the creators and content they love. Since then, we’ve enabled
Mobile Capture
, so you can record and live stream mobile gameplay on-the-go directly from Android devices, and we’ve introduced Sponsorships in beta, which makes it easy to back your favorite gamers while receiving extra perks including a live chat badge chosen by the creator and access to exclusive chat sessions.
Now we’re inviting more players to the game. Starting today, the YouTube Gaming mobile app will be available on
iOS
and
Android
in Canada, Australia, New Zealand, and Ireland, homes to top gaming creators like
jacksepticeye
,
Vanoss
, and
TypicalGamer
. Many more countries are coming soon, so get ready.
YouTube Gaming is built just for gamers, and we asked you to tell us how to make it the best way to connect with your community. Today we’re sharing some new ways we're helping you find and watch awesome videos and live streams based on feedback we’ve heard:
Homepage navigation
: Say goodbye to the sidebars! We’ve simplified the homepage to make it easier to find what you’re looking for.
Game and channel browsing
: We’ve added pages for you to manage your games and channels, plus discover new ones.
Dedicated live destination
: You’ll find a new “Live” tab on the homepage that brings together top streams, top games, and streams from channels you’re subscribed to.
Android live playback
: Our Android live stream player joins iOS and the HTML5 desktop player with an upgrade to support quality switching, 60fps playback, and DVR mode.
Pop-out player
: On Android, you can now pop out the YouTube Gaming player to keep it visible above other apps on your device.
We’re so excited to bring YouTube Gaming to more countries, and look forward to watching more together.
Alan Joyce, Product Manager, recently played "
Alpha Protocol
."
Celebrating female voices on YouTube
Wednesday, March 2, 2016
Over the past decade, we’ve seen women use their voices to make incredible things happen on YouTube. We’ve laughed with comedians like
GloZell
, watched beauty gurus like
Yuya
create new how-to videos from different corners of the world, and tuned in to see creators like
Gigi Gorgeous
start conversations about her journey as a transgender woman.
Women on YouTube are diverse, creative, and bold. We’re amazed by the way these creators inspire millions of fans around the world. Needless to say, it’s important to us that YouTube remains a place where everyone has the creative freedom to express themselves, their thoughts, and perspectives.
Today, ahead of International Women’s Day, we’re announcing two new programs to continue championing female voices on YouTube. The first is a new, year-long partnership with the United Nations that appoints top YouTube female creators as the very first Change Ambassadors for the United Nations’ Sustainable Development Action campaign. The second is a global production program across the YouTube Spaces that puts women both in front of and behind the camera.
Through the years, we’ve seen women on YouTube become beacons of inspiration to their fans. That’s why we’re so excited about this new partnership with the United Nations and to announce
Ingrid Nilsen
,
Jackie Aina
,
Yuya
,
Taty Ferreira
,
Hayla Ghazal
,
Louise Pentland
, and
Chika Yoshida
as Change Ambassadors -- the first group of women on YouTube to join the U.N. in advocating for gender equality as part of U.N.’s Sustainable Development Goals. This group of passionate female creators are brilliant role models on YouTube, and we can’t wait to see how they’ll work with the U.N. to inspire and activate their global fan communities as well as women and girls around the world.
Change Ambassadors Ingrid Nilsen, Louise Pentland, Jackie Aina, Yuya, Chika Yoshida, Taty Ferreira, and Hayla Ghazal at the U.N.
An extraordinary community of women has also come together around our new global YouTube Spaces program over the last few months, creating new videos that put female voices in front of and behind the camera. Across our YouTube Spaces in Los Angeles, London, Tokyo, New York, Sao Paulo, and Berlin, these female creators attended workshops and filmed over 50 videos on sets constructed specifically for this program. To help drive an atmosphere of collaboration throughout the program, six female creators including
Anna Akana
(U.S.),
Alexys Fleming
(U.S.),
Julia Tolezano
(Brazil),
Em Ford
(U.K.),
Nilam Farooq
(Germany) and
Kuma Miki
(Japan) acted as Creative Directors in their respective Spaces, helping mentor other creators who also participated in the global video shoots.
From tributes honoring historical female leaders and original scripted content, to discussions about women in the workforce and other women’s issues, these new videos will begin rolling out today on the
YouTube Spaces channel
, as well as the creators’ own channels. Check out all of the channels who participated in the YouTube Spaces Women's Program
here
.
YouTube has always been an open stage where anyone can share her story. We hope these new programs will inspire even more women to find their voices, create their own roles, scripts and stories, and advocate for the issues they care about.
And to the current generation of female creators who express themselves every day, thank you for inspiring all of us at YouTube ... and all of us around the globe.
Danielle Tiedt, Chief Marketing Officer at YouTube recently watched “
Emma Watson at the HeForShe Campaign 2014 - Official UN Video
.”
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