Credit: Christian Wiediger via Unsplash.
YouTube’s annual Brandcast event in Sydney announced a raft of products to increase advertising effectiveness.
This includes a 60-second non-skippable format, coming soon to YouTube Select, and shoppable CTV, allowing audiences to shop directly on their TV or send product information to their phone.
Brands can also own cultural moments via sponsorships for events such as the FIFA World Cup or the Met Gala.
AI-powered tool Peak Points uses microsignals to deliver an ad when a viewer is most emotionally receptive to it.
And an attributed brand search is a new measurement solution that links YouTube video ad views to brand searches on Google.
“YouTube’s 20 million-plus reach is driven by culture, and that culture is driven by authentic connections between fans and the creators, artists, and sports they love,” Google Australia’s head of YouTube AUNZ, Caroline Oates, said.
“It’s a powerful engine to reach your audience, and for brands that are already global or are looking to expand, YouTube enables you to engage your audience at scale, wherever they are.”
Australians rank YouTube the number one platform for streaming video content, outperforming all others, according to new Kantar research released at the annual Brandcast event.
The platform also reached more than 20.1 million adult Australians, 96% of the adult online population. in May this year, according to Ipsos iris.
Brandcast, hosted by Australian Olympic Diver and YouTube creator Sam Fricker, featured speakers including Mel Silva and Caroline Oates of Google Australia and New Zealand, L'Oréal's chief digital and marketing officer for Australia and New Zealand, Georgia Hack, and global creative director Ben Jones, CEO and founder of Sundogs.
“YouTube’s not just engaging for fans, it’s incredibly effective for brands. It gives you a powerful flywheel: great content attracts passionate fans, creating a trusted environment where your brands can achieve incredible growth,” said Silva, the managing director of Google Australia.
Australians are now watching more YouTube in their lounge rooms via connected TV (CTV). YouTube reached more than 13.3 million adult Australians on CTV in May, an increase from 12.9 million in May 2024, according to Ipsos iris.
The Australian creator ecosystem continues to grow strongly on YouTube, where there are now more than 500 channels with more than one million subscribers, a five fold increase over the last five years.
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