YouTube Returns To Mid-May TV Upfronts Slot In New York With Annual Brandcast Event For Advertisers –

For the second year in a row, YouTube will host its annual brandcast pitch to video ad buyers during a week of dominance over the traditional TV network in New York.

The digital video giant, which was the anchor tenant of the more digitally focused New Front ad showcase held earlier in the spring, made its debut in mid-May last year with a show in the Broadway theater district. This year, on May 17, Brandcast is heading to Lincoln Center’s recently renovated David Geffen Hall. YouTube said in a blog post that there will be a party after the evening show.


The Lincoln Center bash will follow a pitch to advertisers by another digital interloper in the TV arena: Netflix, which has long occupied a slot occupied by CBS and, more recently, parent company Paramount Global. Steps have been taken to do so. (Netflix launched its new subscription tier with ads in 12 territories last November.) With a new team running ad sales at Paramount and economic headwinds with an emphasis on spending, the company has decided to move the rights to smaller meetings. I chose to skip my traditional Carnegie Hall. up with buyers.

Earlier today, AMC Networks confirmed plans to spring up front, joining NBCUniversal in holding an in-person event. Disney, Fox Corp., Warner Bros. Discovery and The CW have not yet announced their strategies. For years New York’s blur of lavish pitches and networking parties each spring, which peaked at dozens of events from February through May when cable TV was still booming — has changed significantly. Cord-cutting, changing viewership habits and the lingering effects of Covid have put pressure on budgets. The NewFronts, a series of digital and streaming advertising events in which YouTube was a founding partner in the late 2000s, is scheduled for May 1-4 in New York.

YouTube continues to grow in terms of total living room views and shares, while also adding new wrinkles to YouTube Shorts and FAST channels for advertisers. Pay-TV service YouTube TV leads all Internet providers with more than 5 million subscribers, giving the company another local audience, and it has NFL Sunday Ticket starting next fall. Exclusive broadcasting rights have also been closed.

“Today, viewers want to move seamlessly from creator-driven content to episodic TV, and from short-form to long-form,” wrote Mary Glenn-Murley, Google’s global VP of ad marketing. . “YouTube is the only place that has everything for everyone on any screen.”


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