Google Announces Customer Match: Upload Email Lists For Search, Gmail, YouTube …

28 Sep 2015 | Author: | No comments yet »

Google Targets Intent With Email, YouTube And Search Matching And Universal App Campaigns.

YouTube has sent an email to content owners warning that their videos will be pulled down if they don’t agree to the T&Cs of its upcoming subscription service by October 22.Could YouTube’s long-in-development subscription music service go properly live not as a standalone proposition, but as part of a wider subscription package offered by the video site? Today Google announced moves further into Facebook-style targeting territory, with a new product called Customer Match that will let advertisers upload lists of emails and match them to signed-in Google users on Gmail, Search and YouTube. On the Swedish streaming service, all music must be made available to free listeners – you can’t choose to be exclusively available to paying customers.

Just like earlier reports revealed, if providers refuse to get on board, their catalogues will “no longer be available for public display or monetization in the United States.” The service won’t just flush out ads from videos, though: Recode says the company’s $10-a-month offering also comes bundled with Music Key, the website’s music streaming product that features offline access, background playback and more. YouTube says that it will pay content owners 55% of total net revenues from subscription fees ‘attributable to the monthly views or watch time of your Content as a percentage of the monthly views or watch time of all or a subset of participating content in the relevant subscription offering (as determined by YouTube)’. But if rumors are to be believed, the subscription service, together with a previously launched music service, will eventually be available as a bundle by the end of next month.

As previously reported, YouTube’s move into paid-for music streaming has been a very long time coming, the company finally putting what it calls Music Key into beta last November, after a run in with the indies over how the service would be licensed. Meanwhile, Facebook has announced a new service that itself is competitive with yet another platform: Twitter, and specifically in the area of nabbing more TV ad dollars. In a Q&A for channel owners, it explains: “To give fans more choice, we will be launching a new ads-free version of YouTube, available to fans for a monthly fee. “Imagine a fan who wants to watch your videos without the interruption of ads, pays for the experience upgrade, then finds out that some of your videos are no longer available.” “That’s why an overwhelming majority of our partners – representing over 95% of YouTube watchtime – have asked for and signed up for this service.” It adds: “To ensure a great user experience, we want to make sure that fans who choose to pay for an ads-free experience can watch all the same videos that are available on the ads-supported experience. “Imagine a fan who wants to watch your videos without the interruption of ads, pays for the experience upgrade, and then finds out that some of your videos are no longer available. “To unlock these new features, deliver a great experience for your fans, and offer you an additional revenue stream, we are updating terms for all partners.” According to Re/Code, YouTube is looking to launch two subscription offerings in one: Music Key, which will charge users to view music content without ads, plus an ad-free subscription service across other types of videos. Of course the free service will always be there, but if people think their offerings for a paid subscription is worth it, then this is a good way for YouTube and content creators to monetize from the millions of people who visit the site or the app every day.

It’s widely thought that the Music Key project was, in part, a bid to placate the labels and publishers, which have become increasingly tetchy about the preferential royalty rates the Google video site enjoys. The subscription package is said to include an updated Music Key service, which launched in beta last year, along with a, yet to be announced, new ad-free service which would allow viewers to watch any videos on YouTube ad-free.

The social network will be working with Nielsen on a new metric and ad buying option to let advertisers more closely link their TV ad spend with Facebook video spend. So it’s unclear how the company will make money from the twofer, especially since it reportedly had trouble locking down deals for its ads-free model earlier this year. Rights owners insisted that the freemium YouTube site, a low earner for the music business, should be upselling to something more in line with the other music streaming services that have become decent earners for the industry at large. Note that YT only gave providers until October 22nd to agree to its new terms and didn’t actually confirm if the service is going live the same day — you might have to wait a bit longer before you can throw money at the website. In an example given by Sridhar Ramaswamy, SVP of Ads and Commerce at Google, a travel brand can upload the names of people in its rewards program, who will then be served ads from that travel brand the next time they are searching a relevant term.

On top of this, Google will also be giving advertisers the ability to use that same data to find similar audiences — that is, signed-in users who may not be on your own lists but match profiles of those who are and are therefore more likely to be interested in your products. If you think all of this sounds familiar, it’s because it is: Facebook has been letting advertisers run similar styles of campaigns based around customer databases for years already. For years, YouTube’s fans have been telling us they want more — more choice when watching their favorite content, more ways to support their favorite creators and, above all, the option to watch their favorite videos uninterrupted. Though if that whole package is just $10 a month, which insiders seem to say it will be, that raises new questions about how the music side of the proposition will be licensed. Regulatory scrutiny seems to be one key reason highlighted by Digiday, which had reported that targeting plans were in the works before Google made the news official: the search giant has been happy to let others take the lead on this kind of ad tech first because then Google appears as the competitor when it enters the market.

You’ll get to keep your current user name (as long as it doesn’t contain invalid characters, in which case you’ll have to go through a few extra steps to make the transfer), and all your old comments will eventually (not immediately) migrate with you. It’s a good price for consumers, but how will they (and content creators for that matter) really make money out of it, since music labels and other copyright owners will of course be getting a huge chunk of that pie. There could be other reasons, too: You could also argue that Google has been so successful with its core search products that the idea of adding new features may have been put on the backburner. Presumably under the wider YouTube subscription offer, the Google site would have to share royalties with other content owners whose videos are consumed without ads.

The push from the wider market, and competition from Facebook, it could be argued, may also be behind the new Android app promotion tools that Google is also unveiling. For its part, YouTube remains non-committal as to what it has planned subscriptions-wise, and as to when Music Key and any wider subscription offer will actually go live.

Merlin reportedly signs up to YouTube’s subscription service YouTube has signed a licensing deal with indie label digital rights agency Merlin for its much-delayed subscription streaming service, or so says the Financial Times. Essentially, what this is is a new type of AdWords product focused specifically on targeting app users across different Google platforms such as Search, Google Play, YouTube, and the Google Display Network, which Google says covers some 2 million websites.

What’s less clear is if that intent then follows you to other platforms, or whether Google creates separate intent-based ads in, say, YouTube based on what you are watching. If Google is wading deeper into Facebook’s territory with app install ads and email-based advertising databases, Facebook is also dipping its toes elsewhere, too. As with Nielsen’s early moves to work more closely with Twitter to measure and match up Twitter users with TV consumers, the idea here is to create a stronger link between the old platform and the new in order to encourage more advertising on the latter platform.

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