"Driving the news: At Metrograph in New York earlier this month, YouTube hosted its first Creator Premieres, an event for about 100 ad buyers at agencies like WPP and Omnicom and brands like Verizon and LVMH that previewed videos from top creators like Mark Vins, Cleo Abram and Trevor Noah."
""Buyers know a handful of creators. They don't necessarily know the breadth of discoverable, episodic content on YouTube ... or that they're not just creators; these are studios," YouTube vice president of Americas Tara Walpert Levy says."
""When people are taking a load off at the end of the day and they want to sit back and open their television and watch something great, more often than they turn on any other streaming platform, they turn on YouTube, and they look for extremely high quality stuff," Abram tells Axios."
"Last year, YouTube announced it would allow creators to organize videos into seasons and episodes. Last month, it released more tools to "make any YouTube content a premier experience on TV.""
YouTube hosted a Creator Premieres event in New York to preview creator programming to about 100 ad buyers from major agencies and brands. The event aimed to give advertisers earlier access to content so they can plan, get involved, and recognize the breadth of episodic, discoverable content and studio-like creator operations. Featured programming included a Galapagos wildlife documentary, an explainer about asteroids, a stand-up special, a new late-night series, and shows from various digital creators. YouTube added TV-style features like seasons and episodes and tools to make content a premier television experience. Brand sponsorship case studies and creator partnerships were highlighted.
Read at Axios
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