YouTube put on quite the spectacle for the hundreds of brands, agencies, advertisers, and marketers gathered at this year’s 2024 Brandcast at Hordern Pavilion.
Attendees were treated to an evening of insights, research, innovations and product updates rolling in for the market.
Mel Silva, managing director of Google Australia, declared to the audience that “YouTube delivers” and made it clear that it is “still the platform where you can drive the business and brand outcomes you care about.”
Mel Silva at Brandcast 2024
“In a world full of content, there’s only one YouTube. It’s engaging for fans, it’s effective for brands, and there’s really nothing else like it,” Silva said.
Mediaweek caught up with media buyers who attended the event to get their thoughts on offerings and what piqued their interest.
James Dixon, chief data officer and partner from Atomic 212° told Mediaweek: “The opening line from Mel Silva was that we were in for a predictable night where we would hear once again why YouTube is a strong option for media planning.
“That self-effacing statement was well and truly backed up with a well-scripted line-up including top content creators, an interview with the CMO of McDonald’s, more than 30 client testimonials and a range of credible third-party research woven into the presentations.”
Dixon said: “YouTube struggles with its media identity. Is it a performance channel, a brand-building channel, a broadcast or niche channel, a TV, mobile or desktop experience?
“Google is acutely aware of this and, as per last year, positioned it first and foremost as an ROI channel, claiming most notably that it delivers 82% more ROI than linear or BVOD options—a big bold claim that networks should comment on.”
Chris Brown and Laura Nice
Dixon highlighted another key statistic from the presentation, that there are over 400 YouTube channels with more than one million Australian subscribers.
“This is impressive but felt wanting a killer data point re the average viewership of each episode so that comparisons could be made to tentpole linear data.”
Dixon noted that among 20 or so key stats on ROI and usage, it was claimed 75 minutes per day for the average Australian adult
“This is impressive, and I felt duty-bound to check it with my Uber driver on the way home. As a survey of one, she claimed two to three hours a day and promptly listed her content as a mix of educational and spiritual in nature. She even recited the ads that she recalled; notably, they were not major brands.”
“Media planning aside, YouTube is an extraordinary home of content, where there is something for everyone,” Dixon said.
Dr Deborah Ko
“The night showcased the breadth of content, the maturing production quality and the best practice ad formats, where long-form (three-plus minutes) is getting strong engagement.
“A key call out was that brands can provide super long-form promotions in this channel and expect 28% of the audience to complete the viewing within a ‘flow state’ of high engagement.”
Dixon concluded: “The strap line for the night was repeated to land in the ears of planners: ‘There is only one YouTube’. If the idea was to position YouTube as a unique media option where the best of performance media meets the best of social media and the best of linear living room TV, I got it and didn’t mind hearing that once again.”
Tom Kirkham
Tom Kirkham, head of transformation at OMD Sydney, noted that this year’s Brandcast saw YouTube shift its attention toward its old-school competitors, Instagram and TikTok.
He noted that YouTube took ownership of ‘flow state’ as an attention proxy and added that “deciding to spend time here instead of AI was a savvy move in my opinion.”
Kirkham pointed out while more Google AI was expected to be seen, that there was an evident balance on the topics of AI, content and creators. “Yes, AI was present during key product announcements such as new video reach campaign non-skips (which finds audiences for complete views at lower costs) but generally played a background role.
Creators Nick and Carrie
“The industry is wise to the fact that AI technology is no longer a differentiator… it’s now time to start showing that it works, improves outcomes and ultimately creates a more engaging experience.
Kirkham concluded: “Overall, YouTube successfully navigated a delicate balance between content, creators, and AI. Rather than aggressively promoting AI, they highlighted its subtle yet integral role, prioritising creativity and formats that help align brands to the best of content via Creator Select, and ultimately publicising positive online practices, and their unmatched reach.”
Kristy Kinzett, Wavemaker’s head of digital in Victoria, called YouTube reach of 97% of online Australians “truly impressive.”
“Mass scale paired with appealing to audience passion points is one big USP for our clients at Wavemaker, but then when you couple that with the platform’s proven results for brand impact, ROI and campaign efficacy, it’s a very compelling story.
Kinzett said: “We’ve put a lot of work into how we think about screens for our clients, and we know that the device plays a big role in the consumption of content and efficacy of advertising. Seeing YouTube’s CTV growth double over the last few years to 14.8m people provides me with further confidence in the platform’s role in our screen stack.
“The announcement at Brandcast of their new AI-enabled video reach non-skip campaigns are a strong product evolution since they drive longer message consumption and attention while also skewing heavier to CTV delivery. A bit of win-win in my eyes!”
She noted that, as expected, there was heavy focus on the power of content and YouTube’s role as a platform that is engaging for fans and effective for brands.
“Undiscovered possibilities and curiosity to learn more is what brings people there, which gives the brands we work with the opportunity to leverage those moments to forge their own connections.”
Kristy Kinzett
Kinzett said that creators are using platform as the ultimate creative canvas to tell their diverse stories with their distinct voices.
“We have some of our clients diving into this space, understanding that nailing their own content is vital, but that they can also partner with these cultural commentators and trendsetters for trusted advocacy. And customers are receptive more importantly.”
Kinzett noted that the new partnership ads in YouTube are something Wavemaker has already been testing. “I’m excited to see initial results show that brand assets drive ad recall lift, while creator assets increase search lift.
“We’re on the journey for some clients, and for others, it’s something we are positively provoking them on to help them understand that it’s not an ‘or’, it’s an ‘and’; it’s long-form and short in tandem, and it’s another way to connect with audiences to create something of meaning,” she added.
Gerry Bowness, head of digital at Mediahub, told Mediaweek Silva and YouTube made the point clear about the platform’s effectiveness compared to TV/BVOD and reach across Australia and New Zealand with figures presented.
Gerry Bowness
On Dr Deborah Ko’s talk about audience behaviour of ‘flow state’, how it is the opposite of ‘zoning out’ and why brands should engage with these YouTube audiences, Bowness said: “I would argue that unless the ad is hyper-relevant, having your flow state being interrupted is irritating. Here is where punchy, fun, short-form creative can shine.
While creators took to the stage to discuss making content and engaging with global audiences, Bowness swiftly turned his attention to Victoria Berthinussen, head of Creative Partnerships. Berthinussen spoke about using YouTube as a creative canvas and delivering a coherent story across a range of formats and lengths.
Bowness noted: “Mediahub’s own New Balance Run Your Way campaign was used as a best-in-class example here, which we are super proud of!”
For Bowness, Caroline Oates’ outlook for the year ahead was the talk he had been waiting for all night. He highlighted Demand Gen campaigns via DV360 as a “welcomed addition.”
“We had an introduction to their open-source MMM solution – this could be an excellent option for brands that can’t afford full MMM but could also be construed as Google marking their own homework, so it will be interesting to see more information on this.
“For me the most interesting new product was Creator Takeovers – the ability for a brand to own the space around a creator for a given time.
“This can be really powerful; especially for a brand like New Balance, which is a sponsor of the Australian Open – a prolific channel on YouTube,” he added.
Sam Orton
Sam Orton, digital director at UM Australia, said YouTube’s Brandcast was not just a celebration of the platform’s dominance in the video space but a bold proclamation of its evolving role in culture, creativity, and advertising.
The Power of Scale and Diversity
Orton said the centre of YouTube’s proposition is its unrivalled scale and that it has “transcended the role of a mere video-sharing platform” with 19.5 million Australian adults and 3.5 million New Zealanders aged 18+ watching.
“Whether you’re exploring niche interests or blockbuster content, YouTube offers something for everyone. And it’s on these building blocks this year the platform aimed to convince brands of the power of scale coupled with emotion.
“The messaging was clear: YouTube can be both broad and deeply personal, capturing the world’s attention in both its grand scope and its intimate storytelling,” he added.
Mel Silva
Redefining Culture and Advertising
Orton noted that a recurring theme of the presentation was YouTube’s role in redefining culture and extending its influence across screens.
“YouTube has democratised content creation, giving everyone a platform to share their voice,” he said, citing the rise of niche creators like ManofRecaps or global influencers like Michelle Khare, who presented.
“So as I sat there, I started to think, what does this shift mean for brands? The days of one-size-fits-all advertisements are over. Brands must now create content at scale that fits the scale and diversity of YouTube’s audience.
“I thought it was astute, the use of Michelle Khare, a creator who steps outside of her ‘comfort zone’ to craft stories that resonate across demographics, but also energise us, brands, too, dare to follow this path of learning, failing, on their platform, YouTube!”
Michelle Khare
He also noted YouTube’s push to urge brands to think “YouTube first” when planning campaigns.
“With 60% of YouTube’s impact attributed to creativity, the platform is challenging brands to rethink their approach. Showing Woolworths’ collaboration with celebrity chefs and BCF’s viral videos illustrate how brands can blend traditional and digital storytelling to engage audiences in meaningful ways.”
Innovation meets results
Orton highlighted YouTube’s new and innovative features that aim to meet the needs of advertisers such as video reach campaign and non-skippable ads, partnership ads, demand generation via DV360 and creator takeovers.
He also noted that industry partnerships with Ipsos and IAB “provide a more holistic view of YouTube’s role in the co-viewing experience, offering brands new ways to measure success.”
Orton said that creativity and connection will continue to drive results as YouTube continues to progress.
“With only 15 minutes of their own event dedicated to results and sales, the rest was pure entertainment, the YouTube team are really living and breathing this brand stuff.”
Caroline Oates
“The event concluded with Caroline Oates, Head of YouTube, reminding us of the staggering figure: 75 minutes of YouTube per day across all screens for Australian adults. (What does this say about our productivity??!)
“This year’s YouTube Upfronts underscored the platform’s evolution from a video service to a cultural touchstone. Invitation to a major musician like G Flip, who started on YouTube, was a great touch,” he added.
Orton concluded: “Whether through Shorts or long-form videos, creators and brands that take the opportunity to craft genuine content will resonate across audiences. We all know creativity drives impact. I think the challenge for brands now is to create stories that not only sell but connect at scale.”
G Flip performing after Brandcast 2024
See also: ‘YouTube delivers’: Brandcast 2024 unveils insights, innovations, new research and product updates
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Top image – Top: Mel Silva. Bottom: Gerry Bowness, James Dixon, Kristy Kinzett, Tom Kirkham and Sam Orton