Susan Wojcicki of Youtube: Youtube awards advertisers that promote dialogue

Susan Wojcicki, CEO at YouTube, and Wendy Clark, President, Sparkling Brands & Strategic Marketing, Coca-Cola North America, closed the conference rounds at IAB MIXX 2015 making a 10 year review of Youtube’s advertising and talking about what works best on successful campaigns. “The best of Youtube is its community and the strong connection between users and content creators, and this is a very important added value for any brand.” The key for advertising in Youtube, according to Wojcicki, is designing for new media, because ads in video platform have their own rules, and most important is social content that unleashes conversation. “Production quality expectations on social platforms are not high, what matters is creativity and authenticity. Youtube community recognizes advertisers that promote dialogue and asks about things. Incorporating Youtube memes makes ads more relevant for millennials users; we have to learn the memes’ language” she advised. The viewing time of television decreased 10% since 2013 and Youtube views increased 44% since then. Youtube surpasses Netflix, Hulu and Amazon TV. “Youtube’s content production is redesigning television and media, because there is nothing to watch in linear programming, each person chooses what is in its strongest interest and all this happened in Youtube.”