We’ve wrapped on another Upfronts week, and all that entails. And YouTube came out swinging about its almost-accidentally created streaming dominance, declaring it is now TV for the modern generation. Our entertainment lawyer from Blake & Wang P.A., Brandon Blake, has the full story.
The YouTube Era
Lofty claims aside, however, there was something unusual about YouTube’s Upfront’s pitch, at least for the modern era of selling entertainment advertising space. Namely, they skipped the general brand pitch and went all-in on an old-school presentation of a slate of new shows from its most notable creators.
This actually highlights something that is unique to YouTube at the moment: direct access to the creators of the media that advertisers will be working with.
Tech Upgrades to Match
But, despite the old-school cool approach to their advertising pitch, there was some talk of the tech upgrades that will support this effort as well. Including “buy with Google Play”, which will simplify purchasing from YouTube adverts into a 2-click system, and new multi-modal video creation tools. There is also an affiliate boost program in the works.
However, it’s most definitely the confidence and optimism that came with the pitch that stood out the most. The Upfronts of recent years have been characterized by streaming platforms and tech companies muscling in on what was once a legacy media showcase, with the digital twins confined to the NewFronts instead.
Yet, this Upfronts pitch also subtly highlighted the game of catch-up most of those legacy companies have had, at least in the ad tech department. With Google behind it, YouTube has always had an advantage in this area, and it’s clear they’re willing to make the most of it, even as competition for everything ad revenue can bring heats up considerably.
Film and Television 