Skip to main content

NewFronts 2015: YouTube Opens Brandcast With Audience Metrics & Closes With Bruno Mars

Youtube brandcast newfronts 2015
YouTube had the entire audience on their feet and dancing by the end of its NewFronts Brandcast presentation in the Theater at Madison Square Gardens last night.

After bringing to the stage YouTube stars Grace Helbig and iJustine, author John Green, and even the president of BuzzFeed Motion Pictures Ze Frank, YouTube closed the show with Bruno Mars and Mark Ronson performing their hit Uptown Funk.

Mars and Ronson weren’t the only rockstars at Brandcast. Nate Ruess, the lead singer from the band Fun, took the stage mid-show to perform “Nothing Without Love.”

Before turning it into a rock concert, YouTube CEO Susan Wojcicki kicked off the presentation highlighting YouTube audience metrics.

She said the site now reaches more 18 to 49 year olds on mobile than any cable network, and the number of people visiting YouTube daily has grown 40 percent year-over-year.

Four of YouTube’s top ten trending videos in 2014 were from brands.

Wojcicki also said viewers are skipping fewer TrueView ads, “In fact, four of the top ten trending videos from last year were actually from brands,” said Wojcicki.

YouTube’s head of content and business operations Robert Kyncl also presented, further driving home YouTube’s ability to deliver on mobile.

“In the not-so distant future, ad-supported video equals mobile video,” said Kyncl, “And that shift requires partnering with a new set of players who are as successful today on mobile as Hollywood has been in the living room.”

Kyncl said YouTube’s mobile watchtime grew 90 percent year-over-year, and that Millennials are twice as likely to watch mobile video on YouTube than anywhere else.

YouTube shared its Brandcast presentation with fellow NewFronts participant BuzzFeed, giving stage time to BuzzFeed Motion Pictures president Ze Frank.

Frank said YouTube is at the center of how his company considers the ways content spreads and how it impacts audiences.

“We release over 50 videos to our YouTube channels each week,” said Frank, “And have just crossed the five billion lifetime YouTube views.”

According to Frank, BuzzFeed videos have averaged 185 thousand likes, 25 thousand comments and 500 thousand hours of watch-time a day during the last six months. He played the following sponsored video from Purina to reinforce how BuzzFeed works with brands to build an audience on YouTube.

Author of the New York Times bestseller The Fault in Our Stars and YouTube celebrity John Green gave one of the most compelling presentations.

“I’m not here to entertain you. I’m not here to educate you,” said Green, “I’m here to scare you. See, most people on stage tonight are arguing why you should advertise on YouTube. But I’m going to offer you something different. I’m going to offer you a vision of what will happen if you don’t.”

Green and his brother’s YouTube channel “Vlog Brothers” has earned more than 2.5 million subscribers, and the two have built a company from the success of their YouTube presence. According to Green, less than 20 percent of his company’s revenue comes from advertising.

“Many of the strongest communities, and much of my favorite content in online video, is frankly, undervalued by advertisers,” said Green.

Universal Pictures president of worldwide marketing Josh Goldstine also presented, touting the success his company has experienced on YouTube.

“For the first time in our history, online video was the No. 1 source of information for why people showed up at the theater,” said Goldstine of Universal Picture’s latest release Unfriended.

The studio executive said Universal put 60 percent of the film’s entire budget into digital, with the vast majority invested in YouTube – more than double what they had ever previously invested.

Costing only a million dollars to produce, Goldstine said Unfriended generated $16 million during its opening weekend.

The post NewFronts 2015: YouTube Opens Brandcast With Audience Metrics & Closes With Bruno Mars appeared first on Marketing Land.

via Marketing Land


Popular posts from this blog

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

What will happen to influencer marketing if Instagram ‘Likes’ go away?

In April, app researcher Jane Manchun Wong discovered Instagram was testing removing “Like” counts on posts. At the time, an Instagram spokesperson told TechCrunch it was not a public test, but an internal prototype and that the company was “exploring” new ways to reduce pressure on Instagram.The possibility that Instagram – a primary platform for influencer marketing – may potentially eliminate “Likes” could impact the influencer community, causing brands to question whether or not an influencer has enough sway to contribute to the brand’s marketing efforts. Without an outward facing metric such as “Likes,” influencers would have to rely on other resources to prove their content is worthwhile – once such resource: influencer marketing agencies.Good news for agencies“I do see it as a good thing for influencer marketing agencies and platform providers,” said Leah Logan, VP of media product strategy and marketing for Collective Bias.Logan’s influencer marketing agency works with a numbe…