Google's Sean Downey on the Top Considerations for Advertising Partners & Brand Safety Initiatives | Variety Studio presented by Canva - video Dailymotion

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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.

Google's Sean Downey on the Top Considerations for Advertising Partners & Brand Safety Initiatives | Variety Studio presented by Canva

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