U.S. HISPANIC
YouTube’s Kristen O’Hara: It’s the golden age of short-format video
Maribel Ramos-Weiner| 10 de mayo de 2023
Kristen O'Hara de Google
The IAB report, which was revealed this Wednesday the 3rd within the framework of the NewFronts, shows that 64% of the 360 media buyers consulted in the survey consider that video from social networks is a must purchase and that videos driven by creators should be rated premium. These details were reported by David Cohen, CEO of IAB, during the opening day of the NewFronts on Monday the 1st.
Cohen’s remarks were followed by a YouTube presentation hosted by influencer and YouTuber, Liza Koshy, in which Jon Youshaei, former Social Media Marketing Executive and current creator with more than 300 million daily views on YouTube, spoke about what attracts the Gen-Z audience.
Youshaei noted that 65% of Gen-Z YouTubers Gen-Z believes that they would not be up to date on events, products, and other aspects, “if it weren’t for YouTube.”
He mentioned that YouTube is a diverse platform that offers different formats. He reported that 73% of those surveyed consider that on the platform they can find any type of opinion on a particular topic. He also mentioned that in the last three years YouTube has paid US$50 billion to its creators. He highlighted that among the advantages of YouTube is the accessibility to create video content. One of the tips offered by the creators to the audience of advertisers is to present their message as if addressing a best friend. Another piece of advice was “let the creator be the creator, we spend so much time with the audience that we really know what works.”
Kristen O’Hara, VP of Agency and Brand Solutions at Google, mentioned the benefits of short YouTube videos for advertisers. “Nothing “keeps you fresher than telling short stories” and added that artificial intelligence will transform the business and unleash a new era of human creativity. She said that 52% of consumers spend time watching YouTube ad supported streaming: about 50 billion views daily and 1.5 billion users watching each month.
“Shorts is where pop culture meets expression. Shorts allow the audience to have access to new creators, music, and products. Shorts are an interactive window into pop culture, and since the audience watching is in discovery mode, they visit different formats and discover brands. It gives consumers a playing field. We launched the campaigns in Shorts last year,” O’Hara said, mentioning as an example a campaign they did for their client Adobe.
She concluded by saying that we’re living in the golden time of short videos and that very soon the Shorts ads will be available for their advertisers.
The presentation also included influencer Allan Chinkin Chow, who is the top creator of short videos on YouTube, and Anne Marie Bogle, VP of YouTube Ads Marketing. She had a chat with Esi Eggleston Bracey, president of Unilever, who has been a YouTube ally for more than a decade and with whom they developed a campaign for Dove to raise awareness against racism in hair styling.
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