NewFronts 2023 Has YouTube Front and First Again with a Creator-Driven Appeal

The Big Message: Any size advertiser or ad agency out to deep dive their spending on smart TV-distributed services this coming season should make YouTube an unequivocal top buy. There are plenty of reasons why, from a variety of long and short-form content and content creators/influencers to align with, to a variety of ad formats to utilize, some that incorporate artificial intelligence technology supplied by Google in breakthrough ways. "AI will make YouTube's creative campus more creative for creators (and advertisers alike)," insisted Google Vice President of Agency and Brand Solutions Kristen O'Hara.

Host: Lisa Koshy, the popular YouTube personality (with more than 17 million followers for her video content). She connected with the live audience -- and people watching elsewhere through a livestream connection -- with her recollections of how pretending to be various characters in her videos led to realizing media opportunities.

What Worked: Turning most of the presentation over to notable YouTube video contributors and going beyond having them document their rise to fame with Gen Z communities. For example: After journalist Jon Youshaei described his career transformation from behind-the-scenes marketing manager at YouTube and Instagram to on-camera video interviewer, he then turned game show host for a segment questioning other creators and the on-site/remote audiences about YouTube viewing preferences.

What Also Worked: A pair of segments exploring how Adobe and Dove, Unilever's beauty products brand, reached Gen Z demographic targets through unique YouTube campaigns. Adobe set up interaction with a group of YouTube Shorts creators, while Dove produced commercials and long-form videos as part of an ongoing effort to dismantle unattainable beauty ideals and stereotypes. At one point, Unilever USA President and Unilever Personal Care, North America Chief Executive Officer Esi Eggleston Bracey urged everyone to watch The Real Cost of Beauty, Dove's latest YouTube video on the subject, and produce more campaigns that can impact society for the better. "Powerful content deserves powerful execution to generate powerful results," Bracey said.

What Didn't Work: Nothing of consequence. Smooth event all the way.

Bonus Points: Pier 57 attendees received a Playbill-type brochure at the top of the presentation, offering all sorts of factoids on YouTube and its creator community. At the end, attendees could scan a QR code on either side of the stage and offer instant feedback on the event.

Data Points: YouTube Shorts average 50 billion daily views. In recent years, YouTube has distributed more than $50 billion in payments to creators, artists and media companies. More than 30,000 content creators have at least one million subscribers to their videos or channels.

News: A few tidbits, with YouTube saving any new content initiatives for its annual BrandCast Upfront event in two weeks. O'Hara announced that YouTube Shorts will launch new ad campaign options, including customized messages deployed for maximum reach and efficiency through AI-powered tech. YouTube Select, the avenue many advertisers use to place ads on the service's most popular content, will be expanded to allow carriage on YouTube Shorts, now getting 1.5 billion users per month.

Parting Words:

"You might ask what's new about the NewFronts. Almost everything. We are living in challenging and unpredictable times. There's a lot at stake and a lot up for grabs. The message is clear: this is not your parents' primetime." -- David Cohen, Interactive Advertising Bureau Chief Executive Officer, in his opening remarks

"This is insane. Yes, I'm pretending that this is my Saturday Night Live monologue … YouTube is my resume, my proof of concept and most of all, my home." -- YouTube NewFront host Liza Koshy

"YouTube is the platform, the home for Gen Z and the generations ahead. More households are growing up with YouTube on their (TV) screen." -- YouTube creator Jon Yoshie

"Make ads like your best friend is talking to you. It's all about trust." -- Advice on how sponsors should craft YouTube commercials from content creator Darcie Giles

"Let the creators be creative. We know what works." -- YouTube content creator Asia Jackson

"You know what keeps you fresh? Navigating the rapid paradigm shifts in our industry." -- Kristen O'Hara, Google's Agency and Brand Solutions Vice President

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