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PeopleTranscript
00:00When it comes to marketers or ad buyers,
00:02when their decision tree on what they're gonna spend on,
00:06how much they're gonna spend on,
00:07where they're gonna spend it on,
00:09what are the top considerations when it comes to YouTube?
00:12And this is five or six years ago,
00:16but brand safety, remember, was a major concern.
00:19Have those concerns gone away,
00:21or where does that stand today?
00:25Yeah, I think we're in great shape today.
00:28That was a challenging time for us,
00:30but it's important to go through it
00:31because we were able to put really strong controls in,
00:34have really good relationships with our brands
00:36about the type of content they wanted to be next to,
00:38and it really helped us prioritize
00:40a lot of great brand safety features
00:42that the brands appreciate and enjoy.
00:44And by the way, AI helps with that, doesn't it?
00:46It certainly helps with that
00:47because the more you can start to understand
00:49how to recognize things and filter things out,
00:51you can identify those things faster and remove them faster.
00:56And we aspire to be 100% on that.
00:58You never are.
00:59And the job is get that clean as fast as you can.
01:02And brands are really comfortable with that.
01:04And as long as we maintain those policies,
01:06we feel like the brands are really good.
01:08Now, what matters most to brands
01:10is our job is to help them grow their business.
01:13So when we're having a discussion with them,
01:15every discussion is centered around two things.
01:17One, what are they trying to achieve?
01:20And we get brands to tell us the actual business's outcomes
01:24that they're trying to achieve,
01:25not media outcomes, but true business outcomes,
01:27whether it might be you're increasing your sales,
01:29or you're trying to improve your profitability.
01:31We really deeply try to understand those things.
01:34And then we understand the outcomes
01:35they want to drive with it.
01:37And as long as we can produce those outcomes on YouTube
01:40through a variety of ways,
01:42brands are more than happy to invest in it
01:44and they see a lot of great value on it.
01:46And we've done lots of studies with lots of companies
01:49that showcase YouTube is performance better in television,
01:52it performs better in social,
01:54it performs better than other streaming services,
01:55and that's through their MMM models,
01:57and that's through their testing and independent measurement.
02:00Performs better in terms of what?
02:03Usually you're getting recall, you're getting brand lift,
02:06you're getting sales lift, you're getting sales outcomes.
02:09We have lots of brands that have lots of different
02:12attributes that they measure,
02:13and we've measured all of them
02:15and find that we do really well against competition.
02:17And you attribute that lift
02:20or that incremental advantage to what?
02:24Well, I think we have a really unique property.
02:29The world comes to watch on YouTube,
02:32and one of the benefits that we have
02:33is when you log onto YouTube,
02:35when you hit your couch or you're on the subway,
02:38the content's fresh,
02:39and the audience is engaged in that moment.
02:42So we have a tremendous amount of reach.
02:44We get billions of views a day.
02:47We have a tremendous amount of different types of content
02:49and audiences who are attracted to that content.
02:51Highly personalized.
02:52It's highly personalized, it's highly engaging.
02:55And when we can match people to the content
02:57and the audiences that work for them,
02:59we find we can do both reach
03:01and really efficient buys really well.
03:03And that fits into their goals,
03:05and they can really drive the outcomes.
03:07And if we work together in concert to really focus on that,
03:10we can curate a really good package for them
03:12that is pretty unique to the brand itself.