Creators Will Take Center Stage at YouTube’s Brandcast Pitch

How are you backing that up on measurement?

We do first-party and third-party measurement. A lot of our customers use third-party MMMs, and we tend to show very well on YouTube measurement, which is why they continue to invest with us.

Shorts has become a bigger part of the story. What’s the case to advertisers there?

Shorts is the strongest vertical video product out there. Over 10 million channels publish Shorts every day. 

It’s a place where a brand can drive both awareness and action, and the Creator Partnerships piece is where we’re seeing the biggest conversion impact.

Podcasting has been a growing piece of YouTube’s identity. Is it part of the Brandcast story?

There’s no specific language around podcasting that’s noteworthy on its own, but you’ll see some of those creators on stage. Alex Cooper, for example, is a well-known podcaster but has a larger media network and will talk about that. There’s also the future of the talk show with Kareem. 

We point out that there are more podcasting hours on YouTube than anywhere else.

You mentioned trust as the future of brand. What do you mean by that?

There was a trend for a long time that held that the future of branding is social. I think the future of brand is trust. 

Brands want to be attached to trusted creators in authentic ways, and that happens in a really unique way on YouTube. Our creators are the most trusted, and when brands work with them, they get phenomenal results. 

It’s not viral, and it’s not social. It’s community-based authenticity and trust that earns long-term brand credit and drives sales.

Final pitch?

The most important thing to remember is that we’re going to showcase how YouTube is the future of media. Advertisers are coming through that door because they know that. 

They know only YouTube can drive those integrated relationships, and they’re excited about that.

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