Traditional brand marketing on YouTube is “continuing to decline” in April due to COVID-19, according to Ruth Porat, CFO at Alphabet, parent of the digital video behemoth. During a conf…
During a conference call with Wall Street analysts Tuesday to discuss Alphabet’s, Porat said direct-response ads are faring better on YouTube in the current climate than brand messages. Direct-response pitches feature calls to action, with viewers tapping or clicking to gain access to coupons or other incentives, while brand ads resemble the lean-back variety familiar to TV viewers.
YouTube viewing has surged during the COVID-19 crisis and still accounts for the majority of mobile views. Marketers, even as they contend with the pandemic challenges, are still drawn to the ubiquity of the platform and its potential for targeting. In many cases, it can offer more surgical-strike opportunities than can linear TV, though TV ad sales pros disdain YouTube’s inability to control out-of-bounds content and to provide true brand safety.
Pichai emphasized during the call that Alphabet’s overall business was positioned to benefit from broad societal shifts toward work-from-home, digital workflows, cloud computing and artificial intelligence. “Recovery in ad spending will depend on a return to economic activity,” he said, and neither he nor Porat was willing to venture any guesses on the bigger picture.
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