Specialist
Former Executive at YouTube LLC
Agenda
- Video advertising overview, focusing on growth and drivers
- Major global and regional competitors and differentiation of offerings and features
- Extent of growth opportunities for Google, which is owned by Alphabet (NASDAQ: GOOGL), in light of its significant market share and brand recognition
Questions
1.
Could you provide an overview of YouTube as a business in terms of what it does and how it sizes up?
2.
Can you outline some key trends that you think are impacting YouTube from an advertising perspective?
3.
You mentioned that one of the benefits of digital advertising is having data about users and usage. What metrics should we be considering when tracking YouTube’s performance in terms of users and engagement and pricing? What are people outside the business thinking about vs inside, from a metrics perspective?
4.
How would you describe what is going on in the competitive landscape and how would you say it has evolved over the years?
5.
How does the company go about acquiring advertisers and getting them to engage, to the point where advertisers are building their own channels? How does that work from YouTube’s perspective and working with brands and marketers?
6.
What do you think is resonating most with advertisers and why, out of display ads, overlay ads, skippable video ads, non-skippable video ads, and bumper ads to name a few? Is it ease of use or about performance? Are there different types of performance metrics that are more important to advertisers?
7.
What advertising formats are driving growth for YouTube? Are there certain formats? Are you thinking about it more from the perspective of different types of advertisers from new or emerging verticals to the platform? When you think about the growth in the YouTube ecosystem, from a revenue perspective, what is driving the growth? Is it more users and traffic, content and ads and engagement, improving pricing, or all of the above?
8.
Could you elaborate on YouTube’s approach to and results with monetisation and how those have evolved over the years? Is it new formats or the way that certain things are accounted for?
9.
A key thing that a lot of people think about when they think about Google and YouTube is an automated system to buy advertising. How does an automated system to buy advertising pertains to YouTube? How does the automated system interplay with the sales force as you are trying to win business and grow business more specifically?
10.
What is your 2020 outlook for YouTube, in terms of growth, developments or innovations that you think might be important? What should people be thinking about now that may occur or be impactful next year for the business?
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