The Digital NewFronts event, which kicked off this week with hundreds of companies and producers in attendance, has a primary focus on original content being offered to many different distributors. When it comes to YouTube, however, it appears that reach is a more important factor.
Adweek recently reported that the Google-owned video channel hosted its own NewFronts presentation last night. Rather than focusing on trailblazing new programming, YouTube instead opted to discuss the power of its young audience. Stars like Grace Helbig, Justine Ezarik (iJustine) and John Green took the stage for the presentation, along with other content creators, discussing the sheer enthusiasm of said audience.
“Millennials actually want to hear from you (brands) on YouTube,” said Robert Kyncl, head of content and business operations for YouTube. “They are nearly twice as likely to prefer watching your ad on our platform than anywhere else.”
Content-heavy companies like BuzzFeed and Universal Pictures also took part in the presentation, as well as musicians like Mark Ronson (with Bruno Mars, performing the hit “Uptown Funk”) and Nate Ruess, as part of the musical groups that have found success on the platform.
Helbig, who has since gone on to host her own show on the E! Network following her viral success, said, “Because people come to my channel specifically to watch videos, your ad will resonate a whole lot more because they are engaged. How do I know this Well, in the last year, I’ve experienced first-hand how my engaged fan community drives sales. My fans made my book number one on the New York Times best seller list. My podcast debuted at number one on iTunes. They went to Netflix to watch my movie, Camp Takota. And thousands came to over 20 cities to watch my #NoFilter comedy tour with my best friends Hannah Hart and Mamrie Hart. It was all very humbling.”
YouTube also stated that its number of visitors was on the rise more than 40 percent year-over-year, serving more viewers between the ages of 18 to 49 than any other cable network.
The company also hosted a popular after party, with rap superstar Snoop Dogg playing the DJ role. His specific YouTube channel has performed well, with more than 1.2 million subscribers tuning in.
