YouTube Subscription Service Set For Launch Next Month: What We Know So Far

28 Sep 2015 | Author: | No comments yet »

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

According to a new report, Google is set to launch its much anticipated ad-free, subscription-based video service, called the YouTube Red, on October 22. 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. Google’s video website already sent out emails to content owners, asking them to agree to the terms for a “new ads-free version of YouTube” by October 22nd.

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. 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.

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. 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. He has a wide range of interests when it comes to tech but he’s currently spending a big chunk of his time writing about privacy, cyber security, and anything policy related. 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.

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. 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. One of the highlights of this service was DVR Mode, which buffers the last four hours of a stream, allowing viewers to rewind back to a previous point in the broadcast. 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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