On October 13th, YouTube held its annual UK Brandcast in London. The advertising event, which runs parallel to the American Brandcast that occurs during each year’s Newfronts, featured presentations from YouTube’s executives, content creators, and brand partners. The most interesting sound bite came from Eileen Naughton, Google’s Managing Director UK & Ireland Operations. Naughton implored advertisers to spend at least 24% of their TV budgets on YouTube if they want to reach the video site’s prominent 16-34 demographic.
Much of YouTube’s UK Brandcast pitch hit on points the site has brought up at past presentations: Its unbeatable appeal to teens and young adults, the success of its Google Preferred program, and its increasing presence on mobile devices. With the 24% suggestion, YouTube added at specific benchmark at which brands can best connect with online video viewers. According to Naughton, that is the percentage at which “cost-per-reach” is fully optimized for campaigns that target the 16-34 demographic. “Advertisers reach target audiences far more efficiently by adding YouTube to their media plans,” she said.
The UK Brandcast also hit on the rising trend of YouTube stars as published authors. It’s an apropos topic for a British presentation, since London-based beauty star Zoella was one of the first YouTube celebrities to land her own book deal with a major publishing house. Grace Helbig, who presented to the close-to-1000-person crowd, said that more than 20 YouTubers have released books in the past year.
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At the same time, Helbig was quick to remind attendees that, in spite of her off-YouTube activities, her channel is still her most significant venture. “My YouTube community is my core,” she said. “It’s the space that has allowed me to grow in a creative, collaborative and personal way.”
Photo credit: Jon Cartwright for Google
