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Google's Sean Downey on the Top Considerations for Advertising Partners & Brand Safety Initiatives | Variety Studio presented by Canva
Variety
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10/10/2024
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00:00
When it comes to marketers or ad buyers,
00:02
when their decision tree on what they're gonna spend on,
00:06
how much they're gonna spend on,
00:07
where they're gonna spend it on,
00:09
what are the top considerations when it comes to YouTube?
00:12
And this is five or six years ago,
00:16
but brand safety, remember, was a major concern.
00:19
Have those concerns gone away,
00:21
or where does that stand today?
00:25
Yeah, I think we're in great shape today.
00:28
That was a challenging time for us,
00:30
but it's important to go through it
00:31
because we were able to put really strong controls in,
00:34
have really good relationships with our brands
00:36
about the type of content they wanted to be next to,
00:38
and it really helped us prioritize
00:40
a lot of great brand safety features
00:42
that the brands appreciate and enjoy.
00:44
And by the way, AI helps with that, doesn't it?
00:46
It certainly helps with that
00:47
because the more you can start to understand
00:49
how to recognize things and filter things out,
00:51
you can identify those things faster and remove them faster.
00:56
And we aspire to be 100% on that.
00:58
You never are.
00:59
And the job is get that clean as fast as you can.
01:02
And brands are really comfortable with that.
01:04
And as long as we maintain those policies,
01:06
we feel like the brands are really good.
01:08
Now, what matters most to brands
01:10
is our job is to help them grow their business.
01:13
So when we're having a discussion with them,
01:15
every discussion is centered around two things.
01:17
One, what are they trying to achieve?
01:20
And we get brands to tell us the actual business's outcomes
01:24
that they're trying to achieve,
01:25
not media outcomes, but true business outcomes,
01:27
whether it might be you're increasing your sales,
01:29
or you're trying to improve your profitability.
01:31
We really deeply try to understand those things.
01:34
And then we understand the outcomes
01:35
they want to drive with it.
01:37
And as long as we can produce those outcomes on YouTube
01:40
through a variety of ways,
01:42
brands are more than happy to invest in it
01:44
and they see a lot of great value on it.
01:46
And we've done lots of studies with lots of companies
01:49
that showcase YouTube is performance better in television,
01:52
it performs better in social,
01:54
it performs better than other streaming services,
01:55
and that's through their MMM models,
01:57
and that's through their testing and independent measurement.
02:00
Performs better in terms of what?
02:03
Usually you're getting recall, you're getting brand lift,
02:06
you're getting sales lift, you're getting sales outcomes.
02:09
We have lots of brands that have lots of different
02:12
attributes that they measure,
02:13
and we've measured all of them
02:15
and find that we do really well against competition.
02:17
And you attribute that lift
02:20
or that incremental advantage to what?
02:24
Well, I think we have a really unique property.
02:29
The world comes to watch on YouTube,
02:32
and one of the benefits that we have
02:33
is when you log onto YouTube,
02:35
when you hit your couch or you're on the subway,
02:38
the content's fresh,
02:39
and the audience is engaged in that moment.
02:42
So we have a tremendous amount of reach.
02:44
We get billions of views a day.
02:47
We have a tremendous amount of different types of content
02:49
and audiences who are attracted to that content.
02:51
Highly personalized.
02:52
It's highly personalized, it's highly engaging.
02:55
And when we can match people to the content
02:57
and the audiences that work for them,
02:59
we find we can do both reach
03:01
and really efficient buys really well.
03:03
And that fits into their goals,
03:05
and they can really drive the outcomes.
03:07
And if we work together in concert to really focus on that,
03:10
we can curate a really good package for them
03:12
that is pretty unique to the brand itself.
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