360° Coverage : What's Next For YouTube Under Reported New Leader Susan...

2 Updates
What's Next For YouTube Under Reported New Leader Susan Wojcicki?

What's Next For YouTube Under Reported New Leader Susan Wojcicki?

Feb 5 2014, 12:58pm CST | by

Google’s YouTube video service has a new boss, according to at least two reports, in a move that’s likely to sharpen the search giant’s focus on capturing more advertising from television. Susan...

Filed under: news

 
 
 

36 weeks ago

What's Next For YouTube Under Reported New Leader Susan Wojcicki?

Feb 5 2014, 12:58pm CST | by

Google’s YouTube video service has a new boss, according to at least two reports, in a move that’s likely to sharpen the search giant’s focus on capturing more advertising from television.

Susan Wojcicki, Google’s senior vice president of advertising and commerce and one of its earliest employees, will take over as head of YouTube, according The Information and Re/code. Wojcicki would succeed Salar Kamangar, an even earlier Google employee who has headed YouTube since 2010 and is expected to move to another job at Google, possibly at its venture capital arm.

The move isn’t entirely a surprise, since there has been continual uncertainty among marketers and ad agencies for at least the past year about who controls the advertising on YouTube. Although the move likely signals an even greater focus on YouTube as a key player in Google’s greater advertising ambitions, it’s not yet apparent that it will mean big changes at the unit.

After all, despite a constant grumbling by YouTube video producers about ad prices and YouTube’s large cut of same, the video site’s revenues have by all accounts been growing by leaps and bounds. Revenues jumped 51% to $5.6 billion last year, according to eMarketer.

And while YouTube’s ad prices have plateaued or declined thanks to the seemingly infinite number of videos uploaded daily, they’re still an order of magnitude or two higher than standard display ads. Even more important, they attract advertisers more interested in promoting their brands for purchase consideration down the road, in contrast to search ads that prompt an immediate click and sale. The former, image-oriented ads still dominate in traditional media, such as slick magazines and especially television, which at $200 billion worldwide still dwarfs online advertising.

Still, Google clearly has even bigger hopes for YouTube. For the past couple of years, YouTube has been courting more professional, Hollywood-style content from the likes of Amy Poehler and Madonna. But that push for more TV-like channels hasn’t taken off as much as Google had hoped, despite the opening of a glitzy 41,000-square-foot production studio in Los Angeles and other locations.

So more recently, in recognition that the most popular videos and channels on the site are mostly homegrown talent, YouTube has tried to persuade big brand marketers from GE to Unilever to create branded channels and videos that fit the less scripted, more free-form nature of the most popular YouTube videos. This year, Google will open a new YouTube production facility in New York aimed at pushing that initiative ahead.

Google and YouTube aren’t yet confirming or talking about the new arrangement, but the move potentially makes Google’s management situation clearer. Wojcicki had shared the same title as Sridhar Ramaswamy, who early last year joined CEO Larry Page’s inner circle of executives, known as the L Team. Ramaswamy has been more focused on the commerce side, with Wojcicki running both search and display ad products.

While some observers believe YouTube needs to attract flashier ads of the sort that work on television, others believe the key will be crafting more ad formats that fit the medium better than 30-second spots. Some of the most popular videos on YouTube are in fact ads, such as Unilever’s Dove Real Beauty Sketches and Red Bull’s Stratos space-jumping sponsorship, that run for several minutes. The appointment of Wojcicki, a longtime product executive in whom insiders say Page has great confidence–she rented out part of her house to Page and cofounder Sergey Brin early on when Google moved out of Stanford–could indicate a greater emphasis on development of new ad formats and methods of targeting and measuring them.

Under Wojcicki’s watch, new ad formats and methods of measuring their impact have migrated from YouTube to the rest of Google’s non-search advertising system, in particular its display ad network that syndicates ads to about 2 million other websites. The philosophy behind YouTube’s popular TrueView ads that run before videos play, which users can skip and advertisers pay for only when they’re viewed, has infused ads on the Google Display Network as well.

Developed under Wojcicki and longtime display VP Neal Mohan, so-called engagement ads, which feature videos, games, and even app-like experiences inside display-ad formats, play only when they’re hovered over at least two seconds. They command about double the usual display-ad rates. What’s more, Google recently offered the option for advertisers to pay only for ads that have actually been viewed.

Wojcicki provided some hints on what might come next in a recent interview for my Forbes story on Google’s push into brand advertising. Some samples:

[Online] is a different medium. The Red Bull campaign, the Samsung live streaming, these aren’t things that would have happened on TV. So just like it didn’t work to just take a radio ad and put it on TV, they had to change the creatives. It’s the same online. The creatives have to be dynamic and interactive and timely.

Things are starting to change. Like Burberry Kisses, or theSamsung ad or the Dove ad, or the Red Bull ad. These are really dynamic, and they’re really timely. They’re in the moment, and people are able to take advantage of that.

We’re not just trying to enable YouTube to reach the next generation, we’re trying to enable advertising across the entire Web to reach that next generation. A large brand or advertiser can’t reach all these individual sites, so how can we aggregate it for them so they can reach the right audiences right at the time they’re interested.

Source: Forbes Business

 
Update
2

7 weeks ago

Khazanah throws MAS RM6b lifeline

Aug 29 2014 5:01pm CDT | Source: Business Times Singapore

August 30, 2014 1:15 AMKHAZANAH Nasional will inject RM6 billion (SS$2.4 billion) over three years to resuscitate loss-making Malaysia Airlines (MAS) under a recovery plan that includes even an Act of Parliament. Other key moves are migrating its operations, assets and liabilities to a new company (NewCo) and slashing the workforce ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 
Update
1

7 weeks ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of t ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

'Time to rename medicines for mental health'
London, Oct 20 (IANS) In order to remove confusion for patients who could be prescribed drugs that appear to be unrelated to their condition, the world's major psychiatry organisations are proposing to completely change the terminology of the drugs used in mental disorders.
 
 
How to prevent brain damage after trauma
New York, Oct 20 (IANS) A treatment to prevent the body's immune system from killing brain cells can reduce the brain damage caused by head injuries, a study co-authored by an Indian origin researcher has found.
 
 
Heart attack ups depression risk in women
London, Oct 20 (IANS) Women are at a higher risk of developing anxiety and depression after a heart attack than men, new research shows.
 
 
Vitamin B12 could detoxify pollutants
London, Oct 20 (IANS) Looking at how certain organisms manage to lower the toxicity of pollutants, researchers have discovered that vitamin B12 could be the key to combating pollution.
 
 
 

Latest from the Network

1,074 new dengue cases in Chinese province
Beijing, Oct 18 (IANS) China's Guangdong province has reported 1,047 new cases of dengue fever, health authorities said Saturday. Six people have already died in Guangdong -- five in Guangzhou and one in adjacent...
Read more on Business Balla
 
Blake Lively 'always' wanted to be mum
Blake Lively has ''always'' wanted to be a mother. The 27-year-old actress is expecting her first child with husband Ryan Reynolds and she admits she's been dreaming of this moment since she was a youngster. Speaking...
Read more on Celebrity Balla
 
Kris Jenner 'torn apart' by Bruce's new relationship
Kris Jenner feels ''torn apart and angry'' that Bruce Jenner is dating her former assistant. The 58-year-old matriarch split from the 64-year-old Olympic gold medalist last October following 22-years of marriage but is...
Read more on Celebrity Balla
 
Cheryl Fernandez-Versini won't move to France
Cheryl Fernandez-Versini doesn't want to move to her husband's home country of France. The 'X Factor' judge, 31, who comes from Newcastle, is adamant she won't be relocating any time soon to suit her new spouse Jean-...
Read more on Celebrity Balla
 
Lance Bass sets wedding date
Lance Bass has set a date for his wedding. The former *NSYNC singer and his partner Michael Turchin, who have been dating for two-and-a-half years, are to tie the knot on December 20, 2014, a representative for the...
Read more on Celebrity Balla
 
Nepal avalanche toll reaches 39
Kathmandu, Oct 18 (IANS) At least 39 climbers died while hiking on a key Nepali route after it was hit by a major snowstorm and avalanches earlier this week, BBC reported Saturday citing officials. Over 350 stranded...
Read more on Politics Balla
 
Jake Gyllenhaal says society is complicit in 'nightcrawling'
Jake Gyllenhaal says almost everybody in society ought to relate to his new movie 'Nightcrawlers'. The eagerly-awaited film concerns those people who monitor police scanners and then race to crime scenes to film eye-...
Read more on Movie Balla
 
India eves look for first win in AFC U-16 qualifiers
Dhaka, Oct 18 (IANS) India will hope to register their first win of the 2015 Asian Football Confederation (AFC) Under-16 Women's Championship qualifiers when they take on hosts Bangladesh in a crucial encounter at the...
Read more on Sport Balla
 
Moyes mulling return to management
London, Oct 18 (IANS) Former Manchester United manager David Moyes said that he is ready to revive his managerial career six months after being sacked by the 'Red Devils'. "I am ready to return. I have enjoyed the...
Read more on Sport Balla
 
Ebola fears loom over Ghana hosting AFCON
Accra (Ghana), Oct 18 (IANS) The Ghana Medical Association (GMA) cautioned the government Saturday against hosting the 2015 African Cup of Nations (AFCON), despite a request by the Confederation of African Football (...
Read more on Sport Balla