YouTube Offers Audience Guarantees to Lure Advertisers From TV Networks
YouTube hopes to alleviate advertisers' concerns about an oversupply of video inventory on the Web and finding quality programming.
YouTube is agreeing to concessions sought by advertisers in its efforts to increase ad dollars and compete with television networks that reimburse marketers with extra ad time when viewership falls below target expectations.
People familiar with the matter told The Wall Street Journal that advertisers making advance commitments will receive guaranteed ad space across high performing YouTube channels, which will enable marketers to reach certain target audience percentages.
Marketing executives will “feel more comfortable about moving ad budgets that weren’t earmarked for YouTube or online video to Google,” Jordan Bitterman, chief strategy officer of Mindshare, told the WSJ.
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