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ALLAN THYGESEN: Hi, everyone.
I'm Allan Thygesen, and I'm on the team
responsible for making sure you're getting
amazing results on YouTube.
I'm also part of a family of four generations who
love YouTube--
from my 3-year-old grandson to my young adult kids
to my parents who are now in their 80s.
I'm so glad to be joining you live from the Imperial Theater
during upfronts week.
Now, traditionally, the upfronts are for the TV networks.
But today, because of the incredible shifts
we've seen in the media industry,
we know just a lot of you know this isn't your parents
upfront.
We continue to see YouTube outperform TV ROI head-to-head.
In fact, in a recent MMM meta analysis with Nielsen,
YouTube ROI was 23% greater on average than TV ROI.
And that's regardless--
[APPLAUSE]
Yes.
Clap on that.
And that's regardless of creative, regardless
of their strategy, regardless of whether the brand
is more accustomed to TV than to digital.
Now, whether your audience is enjoying a lean back experience
on the living room TV or streaming
on their mobile devices, YouTube is
working to deliver the strongest ROI for brands.
And on average, according to that same study,
YouTube ROI was twice that of other online video.
So YouTube spends don't just deliver, they scale.
So based on an analytic partner's ROI genome study,
70% of brands saw increased ROI on YouTube
after increasing their investment year over year.
Now, this is the upfronts.
Right?
It's a celebration of television.
And at its peak, as many of us remember,
the promise of network television
was that you could reach everyone.
It was a great selling point.
But the reach numbers of linear TV
have been going in the wrong direction for a long time.
That won't be news to any of you.
Linear TV buys are delivering less and less
for your dollar each year.
But we can still celebrate TV here at the upfronts
because the TV screen is still prime real estate.
People love their TVs, even if they
don't watch them the same way.
And connected TVs and streaming video
are a big part of YouTube's scale in 2022.
In fact, the 135 million people in the US
who watch YouTube on their TV screen
represent every age bracket, from Gen Z to 55 plus.
And, actually, 35% of those people
can't be reached by any other streaming platform.
They only watch YouTube.
[CHEERING AND APPLAUSE]
From every passion group and fan community,
no matter who you want to reach, they're on YouTube.
And YouTube's watch time is only growing on connected TVs.
According to Nielsen, YouTube has over 50%
of ad-supported streaming watch time on TV screens.
Let me repeat that.
More than half of all ad supported TV streaming
is YouTube content.
[CHEERING AND APPLAUSE]
So with consumers leaning more into streaming,
YouTube is bringing the best of digital capabilities
to the TV screen.
Now, we know that YouTube's reach
is unprecedented for a media platform.
But I like to think of reach as the easy number.
It's simple to calculate.
It looks good on a results slide.
But what matters more is watch time or viewership,
because it takes people coming back day after day
to build the right frequency.
So, as advertisers, I assume all of you
have formulas for determining your optimum frequency.
The problem is that, with linear TV,
you can only get a campaign average, which
results in inefficient delivery and often waste.
Frequency has always been the hard number,
but it's where the magic happens for brand building.
So we recently announced a new CTV frequency management
solution in Display and Video 360,
which allows advertisers to control
the number of times people see their ads across YouTube
and other CTV apps.
And DV 360-- yeah--
gets even better.
It now reaches 93% of ad-supported CTV households
in the US.
That means you can control your frequency across the biggest
names in streaming, including nine
of the top 10 most watched ad-supported CTV
apps in the US.
[CHEERING AND APPLAUSE]
And today, we're excited to announce
our latest advance in frequency management
that goes beyond CTV.
Now you can complement your reach
by actively setting your weekly frequency goal.
This is a solution that only YouTube can provide.
If you combine our unmatched audience reach and leading
machine learning capabilities, advertisers
will now be able to optimize how many times viewers
see their ads in a week, which means less wastage for you
and less overexposure for your audience.
It's an industry first, and we think
it'll pave the way for frequency management standards
across the industry.
So we're focused on getting each of you the strongest
return on your ad spend regardless
of the screen, the streaming platform, or the audience
you're prioritizing.
And viewers will appreciate your ads more
without being bombarded by wasteful exposures, which
lead to ad fatigue.
And this is not new.
We ran a Nielsen TAR study that really sheds light here.
We tracked 22 different ad campaigns
to measure ad exposure across different types of TV viewers.
And we found that for the heaviest TV viewers,
they were exposed to a single ad 26 times
over the course of a study.
If you want to make audiences love your brand,
showing them the same ad 26 times is not the way to do it.
OK.
Now, whether it's using frequency management tools
to optimize the consumer experience
or driving consumer action with YouTube formats like Discovery
and Action, we're here to help you
engage with qualified viewers and to drive conversions.
And we know that, ultimately, your planning and budget
depends on reliable ROI measurement solutions.
So that's why YouTube CTV and YouTube
TV will be available in Nielsen TAR later this year,
so you can invest with confidence,
having the most accurate data for true apples
to apples comparisons.
So let me wrap up.
It's no surprise that broad reach plus fine tuned frequency
delivers the best ROI.
Putting YouTube at the heart of your media
plan gives you unparalleled access
to every kind of audience across all types of screens,
innovative solutions like targeted frequency,
and the measurement tools and data
you need to spend with confidence.
And, of course, as tonight will show,
YouTube has the compelling content that people want
and the creators they care about.
So as you make your plans for the next year,
we look forward to working with you
to make sure you're seeing real results.
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