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Allan: Hello.
I'm Allan Thygesen, and I'm
excited to be joining you
for our 10th Brandcast.
There's no doubt
this year feels different,
and not just because we're not
together in New York City.
Our industry
is at a tipping point.
There are now more
streaming households in the U.S.
than paid TV households.
In my house,
the occasional NBA game
is just about the only thing
we watch on traditional TV.
Everything else is streamed.
Looked at in another way,
more than 40 percent
of linear TV ad supply
has disappeared
in the last 4 years alone.
I saw that decline
put into context like this.
If it were
the fast food industry,
it would be the size equivalent
of McDonald's, Burger King,
KFC, Taco Bell,
Pizza Hut, and Wendy's
all going out of business.
TV was our industry's
most critical medium
for more than a generation.
But at this point,
even those of you who negotiated
good rates are
paying more for less every year.
This is a moment,
an inflection point to reset,
to reassess.
If you were to start from zero
and build based on
where people are watching,
you would start with streaming.
And I'll tell you this.
When you reach viewers where
they are and in places where
you can get deeper insights,
your money will be better spent.
According to CompScore,
five streaming platforms
deliver over 80% of all reach,
and only two of those platforms
sell ads.
YouTube is far
and away the leader
in the ad-supported space,
with 40 percent
of all watch time in the U.S.
And YouTube has led the pack
over the last two years
in watch hours' growth.
I know for all of you, it's more
than the quantity of hours.
It's the halo that that creates
for your brand.
And as you've seen throughout
the show,
YouTube plays a central role
in people's lives.
And when you put YouTube
at the center of your plans,
your brand messages resonate and
influence in a different way.
In a few minutes,
you'll hear from top brands
that are planning digital
and YouTube first
and seeing great results.
For example,
PepsiCo's Mountain Dew.
According to a recent NCS
cross-media sales lift study,
YouTube substantially increased
reach and drove stronger ROAS.
And looking across 21 different
share shift studies,
we saw that shifting 20 percent
of spend from TV to YouTube
is expected to generate outsized
increases to campaign reach
and improve cost efficiency
by 20 percent.
And when it comes to sales,
YouTube continues to have
greater incremental sales
per impression than both TV
and other online video platforms
in a large majority of MMMs.
Now, many of you are seeing
similar results
and have asked us
for even greater access
to YouTube inventory.
So last year,
for the first time,
we enabled upfront commitments
for both YouTube Select
and Auction.
And we're excited to expand
that option this year
to help you drive
the results you care about.
As you invest in us,
our commitment to you
is to continually invest
in our platforms and audiences
and in innovations
only Google can provide.
To that end,
I'm excited to announce
that we're making the TV screen
even more engaging for brands
and more helpful for consumers.
Soon, advertisers can drive
deeper engagement
with their connected TV ads
by allowing interested viewers
to send a URL
directly to their phone
or second screen to learn more.
And as e-commerce
continues to boom,
we're making YouTube
more shoppable.
All advertisers can now add
browsable product images to
their direct response video ads,
inspiring interested shoppers
to click to their website
or app.
These innovations are designed
to get you closer to your
customers and drive results.