YouTube To Hunt Bigger Advertisers With Narrowly Defined Channel Searches; ‘Will Become More Like Cable TV’

Major changes spelling potential for greater influxes of cash are likely heading to YouTube in the coming months. Reports today are surfacing that Google is intent on creating a new style of brand advertising for its media divisions, including YouTube and Google+. It’s an entirely different style of thinking for the company’s marketing department, and as such, they are looking to refocus YouTube’s usability to be much more advertising friendly. This means a heavy diversification of channels into much more defined categories instead of the miasma of oddball videos that the current algorithms recommend or suggest.

The idea is to make YouTube look much more like a cable TV-style format with narrowly defined search channels for items like football, or cooking, or music. The new style will make it easier for advertisers and media buyers to assess rates which will allow for the potential of more advertising overall.


Rob Norman, chief digital officer at GroupM Global, a division of advertising giant WPP that is the largest buyer of online media, said: “Advertisers now think that short form video is a relevant home for brand advertising and YouTube is responding. YouTube will be more like a cable TV line-up rather than this morass that sometimes people see as YouTube now.”

Google has already taken steps to attract major brand advertisers for long-term partnerships by teaming up with the Nielsen ratings company — a move that insiders suggest will help the company cash in on millions in previously unutilized revenue streams. Now the question is: with all Google’s ducks in a row for YouTube, can the video site lure a whale or two into its pond?

Here’s more from the business side of YouTube:

BroadBandTV CEO Shahrzad Rafati Thinks YouTube is a ‘Growing, Healthy Space’ [INTERVIEW]

Video Creators Channel Answers Question About the Legality of Affiliate Links on YouTube [VIDEO]

YouTube Ad Revenues Up 50 Percent in 2013; Set To Pay Out Over $3.5 Billion To Creators

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