YouTube is almost too big to succeed in the annual TV and streaming advertising upfront market.
As the most-watched streaming service on TV screens for 15 months running, brands can hardly avoid advertising on the Google-owned platform. But between the breadth of YouTube’s programming — from NFL Sunday Ticket to not just cat videos but videos for cats — as well as the sheer amount of ad inventory it has available, the question facing YouTube heading into the upfront market, as ever, is whether advertisers feel not only the desire but also the need to commit to spending on YouTube in an upfront fashion.
“Because you’re not buying program-specific or even channel-specific, it’s not content that’s going to sell out. So the need to make that upfront commitment — there’s not really the scarcity element to it,” said an agency executive who had been briefed on YouTube’s latest upfront pitch.
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