YouTube broke tradition for advertisers during its annual presentation, known as the Brandcast, on Tuesday night.
The event, which normally takes place during the IAB Digital Focus on NewFronts in May, took place at the Imperial Theater in New York during Upfronts Week. And this year, instead of announcing a new original programming series led by Top Talent, YouTube execs focused on live purchases, short videos, and the work of individual YouTube creators like Jimmy Donaldson (better known as MrBeast), Patrick Starr and Marquez. . brownlee.
The absence of the Originals slate announcement on Brandcast, which was scheduled with live performances by John Batiste and Lizzie, was not entirely unexpected. In January, YouTube announced it would discontinue original shows, while supporting the company’s Black Voices and YouTube Kids-funded shows, and saw Susan Daniels, YouTube’s former global head of original content.
Speaking about the future of YouTube at the Brandcast event, CEO Susan Wojcicki highlighted YouTube Shorts, the platform’s short-form video competitor to TikTok, which averages over 30 billion daily views and direct purchases. As part of its live shopping, YouTube will be holding its second beauty contest on June 16; This time, YouTube will have a purchasable live stream featuring exclusive product releases from partner brands like Glossier and Lancôme.
Later this year, Wojcicki said YouTube would launch a new shopping feature that would allow creators to redirect viewers to the live stream on the brand’s YouTube channel, essentially allowing the two channels to co-host a live stream.
Earlier in his comments, Wojcicki also shared YouTube’s “deep commitment” to fighting disinformation. (In 2017, Wojcicki apologized to advertisers after reports that some of the ads featured violent, racist, or inappropriate content.) Side of the story. “We have to invest in our people, policy and machine technology to ensure we can handle disinformation responsibly,” he said.
Source: Hollywood Reporter
Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
