"Google has been coveting lucrative TV ad budgets for more than a decade. But despite stats showing that an increasing amount of YouTube viewing takes place on TV sets in the living room, its ad sellers faced a hurdle. Many advertisers and agencies classified YouTube as "online video" or "social media," treating it as a separate part of the media plan from TV."
"With TV ad spending expected to reach $167.4 billion globally in 2026, per ad giant WPP Media, these budget classifications were holding YouTube back from capturing a crucial segment of the ad market. Two new research studies released this month suggest those barriers are coming down. A survey of 288 media agency professionals in the US and UK, conducted by the video ad platform Pixability, found that 62% of US agencies and 85% of UK agencies plan to include YouTube in their connected-TV ad buys this year."
YouTube is nearing a tipping point for traditional TV advertising as a growing share of viewing shifts to living-room TV screens. Major agencies in the US and UK are planning to include YouTube in connected-TV buys and expect to increase YouTube-based CTV campaigns year-over-year. Ad-spend data shows a significant portion of YouTube campaigns are already attributed to TV screens. YouTube’s live and TV-style viewing is driving renewed brand attention. Advertisers must balance YouTube’s broad reach and live-TV capabilities against content quality when reallocating TV budgets.
Read at Business Insider
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