The Future of TV is Here, and It’s YouTube

Everyone knows that Connected TV (CTV) is transforming how we consume (and even define) traditional television, and advertiser budgets have started shifting accordingly. But what many still don’t realize is that YouTube is the No. 1 CTV platform in terms of reach, surpassing all other major players in the space, including Netflix, Hulu, Prime, and Disney+.

So, what does this mean for advertisers?

First off, some brands are running CTV campaigns without including YouTube into the mix, which is, undoubtedly, a missed opportunity. One potential cause for this oversight might stem from agency teams being siloed into separate CTV vs. digital or social video divisions. However, this structure is changing. Our recent media agency survey revealed that while only 29% of agencies currently have unified teams that integrate YouTube into their CTV and Linear strategies, that number is expected to rise to 40% team integration in the very near future.

Advertising on YouTube on CTV specifically also offers some unique benefits that are unattainable on other CTV platforms. Ads on YouTube on TV screens can be even more effective than advertising on other platforms because advertisers can leverage the same powerful targeting tactics and measurement tools used in regular YouTube campaigns. For example, a car company could target an ad to someone watching YouTube on their TV who also recently searched “new car” on Google, showcasing a huge advantage in targeting as a by-product of Google that other platforms can’t tout. 

Lastly, and perhaps most importantly, whether YouTube is part of a broader CTV campaign or not, advertisers are increasingly seeking TV-quality content on the platform. And that content is everywhere, readily available, and can really only be found reliably on YouTube. At Pixability, we continue to offer a product that curates premium YouTube placements, ensuring TV-quality experiences for viewers to meet these new content quality standards.

In essence, the future of TV is here, and it’s YouTube.

If you want to learn more about how our brands and agency partners are leveraging YouTube’s CTV reach, message us here!