YouTube is expanding its advertising opportunities with the introduction of expanded Content Takeovers on additional inventory. This move allows brands to become exclusive advertisers across various platforms, including entire creator channels, custom lineups, playlists, and specific videos.
So, what exactly are Content Takeovers? YouTube’s Content Takeovers give brands exclusive control over specific inventory, ensuring that only their ads are displayed during a designated period. This means that when viewers engage with that inventory, they will exclusively see ads from the chosen brand, giving that business a 100% share of voice (SOV). This presents a significant opportunity for brands to effectively wrap their content and reach a wider audience.
One key advantage of Content Takeovers is the ability for brands to capitalize on trends and major events. For example, during the Super Bowl, there is always a surge in interest around specific topics. Brands can strategically purchase a Content Takeover of relevant channels or videos during this period to reach a larger audience. For instance, if Usher is performing at the Super Bowl and there’s a projected spike in interest in his music, brands can purchase a Content Takeover of Usher’s YouTube channel. This ensures that any viewer tuning into Usher’s YouTube videos during the Super Bowl will exclusively see content and ads from the sponsoring brand.
However, it’s important to note that Content Takeovers may come with a considerable price tag. While they offer the opportunity to broaden reach and guarantee 100% share of voice, brands should carefully consider their budget before investing in this advertising solution.
YouTube has stated that they are expanding this solution with more content packages, providing advertisers with unique opportunities to obtain high SOV on relevant creator channels, custom lineups, and playlists. This includes the opportunity for advertisers to have 100% share of voice on a creator’s channel timed with their weekly video drops.
Overall, YouTube’s expansion of Content Takeovers on additional inventory opens up new advertising opportunities for brands. By allowing them to become exclusive advertisers across various platforms, brands can effectively reach their target audience and capitalize on trends and major events. However, brands should carefully consider the cost implications before diving into this advertising solution.
