Friday, May 20, 2022
  • About
  • Advertise
  • Careers
Scoftware Magazine
  • Home
  • Politics
  • Business
  • Culture
  • Opinion
  • Lifestyle
  • Entertainment
  • Login
No Result
View All Result
Scoftware Magazine
Home Tech

YouTube’s new ad policy likely to benefit advertisers, impact creators

Jaleel M. by Jaleel M.
May 21, 2021
in Tech
0
YouTube’s new ad policy likely to benefit advertisers, impact creators
0
SHARES
6
VIEWS
Share on FacebookShare on Twitter


Google-owned video streaming platform YouTube’s updated ad policy gives it the power to place ads on any content of its choice, and not on just the big channels covered by YouTube’s partner programme (YPP). The platform will also not share the revenue it makes from such ads with the small creators on whose content the ads are hosted.

Digital marketing experts said YouTube’s revised terms of services will impact advertisers, content creators as well as viewers. Advertisers, for instance, will get the flexibility to choose creators on whose content they would like to place an ad.

“Advertisers can, therefore, micro-target audiences through particular creators. For instance, if an advertiser wants to publish ads on humorous content, they can do so even if the creators are not a part of YPP. With a wider selection of YouTube channels, advertisers can further refine their marketing strategies,” said Kunal Kishore Sinha, co-founder & COO at influencer marketing platform ClanConnect.

However, brands will have to be cautious while running ads on smaller channels. To be sure, YouTube places ads on video content based on viewer demographic (such as internet brands targeting young consumers), viewer interests/affinity (such as food brands targeting cooking enthusiasts) and channel-based ads (brands targeting audiences of particular YouTube channel) .

“Majority of campaigns are run on affinity-based advertising and now that YouTube has opened ads on all kinds of channels, an ad can go anywhere. Brands will be at risk if their ads are run on small channels which are running content that can be sensitive, irrelevant or low-quality uploaded by inexperienced creators. Having said that, since more ad inventory will be available on YouTube, advertising can become cheaper,” said Shradha Agarwal, strategy head and chief operating officer, Grapes Digital, a digital-first agency.

However, small creators are concerned because the revenue generated from the ads placed on their videos will not be shared with them. Moreover, placing ads on their channel may impact their growth as advertising can act as an irritant for viewers who have not yet become loyal followers of that channel.

“Many content creators including artistes and influencers consciously choose not to put ads on their content so their fans and followers can view their content disruption free. However, now they will not have that choice,” said Ambika Sharma, founder & MD at digital marketing agency, Pulp Strategy.

Even for bigger, more popular creators, who are in the YPP programme (which only includes creators who have 4,000 total hours of watch time over the last one year and more than 1,000 subscribers) there could be drop in revenue as YouTube might prefer to exhaust ad inventories on non-partner channel videos and save on commission. Big creators, who get a significant viewership from US, will also be taxed by Google.

With over three lakh subscribers, YouTube content creator Scherezade Shroff, who has been creating online videos for eight years, said that YouTube monetisation pay outs are minimal and often go back into content creation as investment.

“The only creators who will be impacted are the ones who have a large audience in the US and will be paying the tax on their YouTube income. We don’t have many such creators in India. As far as small creators are concerned, their primary concern should be creating great content and money will follow not necessarily through YouTube monetisation but through brand collaborations,” she added.

As far as viewers are concerned, experts believe that the policy update seems like a step by Google to push its premium subscription service.

“More ads on YouTube also mean that if a viewer is looking for an uninterrupted viewing experience they will have to subscribe to YouTube Premium, a subscription service that promises ad-free experience at a price. YouTube has been pushing this service for a while now,” Rikki Aggarwal, co-founder, chief business & operating officer at digital agency, Blink Digital.

Subscribe to Mint Newsletters

* Enter a valid email

* Thank you for subscribing to our newsletter.

Never miss a story! Stay connected and informed with Mint.
Download
our App Now!!



Source link

Related posts

This WhatsApp feature allows users to hide unwanted group chats without leaving them. Here’s how

This WhatsApp feature allows users to hide unwanted group chats without leaving them. Here’s how

July 29, 2021
WhatsApp in line for fine as data watchdogs resolve dispute

WhatsApp in line for fine as data watchdogs resolve dispute

July 28, 2021
Previous Post

Google unit DeepMind tried—and failed—to win AI autonomy from parent

Next Post

Twitter starts verification of accounts. Here’s how to apply for a blue tick

Next Post
Twitter starts verification of accounts. Here’s how to apply for a blue tick

Twitter starts verification of accounts. Here's how to apply for a blue tick

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

RECOMMENDED NEWS

George Floyd Laid to Rest in Private Funeral 2 Weeks After His Death

George Floyd Laid to Rest in Private Funeral 2 Weeks After His Death

2 years ago
Indian economy witnessing strong recovery, says Nirmala Sitharaman; announces stimulus measures

Indian economy witnessing strong recovery, says Nirmala Sitharaman; announces stimulus measures

2 years ago
Here’s how to use it

Here’s how to use it

2 years ago
Redmi Note 10T 5G launched in India. Specifications, price, other details

Redmi Note 10T 5G launched in India. Specifications, price, other details

10 months ago

FOLLOW US

  • 111 Followers
  • 29.5k Followers
  • 168k Subscribers

BROWSE BY CATEGORIES

  • Business
  • Culture
  • Entertainment
  • Lifestyle
  • Music
  • National
  • News
  • Opinion
  • Politics
  • Sports
  • Tech
  • Travel
  • World News

BROWSE BY TOPICS

2018 League Balinese Culture Bali United Budget Travel Champions League Chopper Bike Doctor Terawan Istana Negara Market Stories National Exam Visit Bali

POPULAR NEWS

  • Charles B and Kamil Ghaouti Collaborate on Groovy New Track “You’re Not Mine,” featuring LauraBrown. Out on Protocol Recordings

    Charles B and Kamil Ghaouti Collaborate on Groovy New Track “You’re Not Mine,” featuring LauraBrown. Out on Protocol Recordings

    0 shares
    Share 0 Tweet 0
  • Kris Jenner Spills Details About Her Sex Life With Corey Gamble: Watch

    0 shares
    Share 0 Tweet 0
  • Sam Heughan & Graham McTavish Are Men in Kilts for Travel Show

    0 shares
    Share 0 Tweet 0
  • Common Saints Release New Single “Idol Eyes”

    0 shares
    Share 0 Tweet 0
  • Salted vs. Unsalted Pistachios

    0 shares
    Share 0 Tweet 0
  • About
  • Advertise
  • Careers

© 2020 Scoftware.com

No Result
View All Result
  • Home
  • Politics
  • Business
  • Culture
  • National
  • Sports
  • Lifestyle
  • Travel
  • Opinion

© 2020 Scoftware.com

Welcome Back!

Login to your account below

Forgotten Password?

Create New Account!

Fill the forms bellow to register

All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Terms and Conditions - Privacy Policy