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Millennial Media Opps Update: YouTube Music launches along with ads, chooses AORs
Update: YouTube Music has rolled out two new ads, one of which (see above) pays tribute to "women who have paved the way," that debuted on national TV channels on Oct 9.
According to sponsorship deal.
Pathmatics reports that YouTube Music's YTD digital display spend has increased to $1.9 million and generated 172 million impressions.
Read more about YouTube's recent spend and plans for YouTube Music below. It also tends to rely on outdoor and social media channels.
For its Music service, YouTube has selected Essence (media) as its agencies for work.
Below was originally published on 6/4:
YouTube Music, and Google's video arm is readying its largest marketing effort ever, designed to compete with Spotify and Apple Music, as well as reviving the brand after its recent struggles. "This will be the biggest marketing spend Youtube has done to date," said T. Jay Fowler, a product director for YouTube Music. The blitz will partner with Cardi B with spots on the brand's website, as well as other digital, TV, and outdoor channels. In addition to the music program, which offers free and paid streaming services, Google is rebranding its YouTube Red, the subscription that offers ad-free access to YouTube content, to YouTube Premium, so there will be a YouTube Music Premium and YouTube Premium. Read more about YouTube's recent spend and PR nightmares below.
Below was originally published on 4/20:
In case you weren't aware, Elsagate." So, it's no surprise that they've been upping their spend like crazy to try and remain top-of-mind.
Most recent is their flight of national TV spots, which have been running since October, to support YouTube TV. iSpot reports they have totaled $45.2 million since they first started airing; $17.3 million of that has been 2018 alone. For comparison, nothing was spent on national TV during the first half of 2017, and 2016's spend was only $2.7 million. See show targeting right.
Pathmatics also reports digital spend is seeing an increase this year. Year-to-date spend is $329,500, up $171,900 from the same time frame in 2017. Full 2017 spend was $5.9 million, though that was down $7.8 million from 2016. Ads are currently being placed direct onto site likes iheart.com, abc15.com, thedenverchannel.com, espn.com and motherearthnews.com.
So, with the increase in spend, sellers who can reach millennials (those who choose streaming services over traditional cable) should be able to secure revenue. Their spend is high year round, but keep an eye out for their upcoming programming set to launch later this year and in 2019.
Agency readers - The newest TV ads are not the only way YouTube is trying to promote itself. They recently hired Angela Courtin as global head of YouTube TV and originals marketing, Jon Wax as head of drama and Dustin Davis as head of comedy development and current programming (more below).
While not CMOs, these decision makers will definitely shake things up. So, those who have good ideas for getting millennials to try YouTube TV or YouTube Red (those who can differentiate YouTube's original programming) should start pitching. Your competition will likely include YouTube's media agency, Essence, NYC.