The Upfronts are held by major TV networks and attended by major advertisers and the media, traditionally allowing marketers to buy TV ad airtime “up front,” or a few months before the content season begins.

During upfront season, advertisers lock in desirable inventory at good rates, with about 50% of addressable cable and 70-80% of addressable broadcast ad dollars are locked up in the upfronts.

YouTube wanted to get that TV spend on YouTube instead.

For 2021, YouTube wanted to reassess and evolve Brandcast Delivered into something appropriate for that moment, and that year.

While it would still be an at-home experience, in 2021YouTube wanted to move away from something that felt purely like a presentation via video conference or livestream, and bring it back to something that felt a bit more show-like – that would bring back some of that feeling of not knowing what could happen next.

YouTube created a 1-hour streaming experience for your TV that pulled decision-makers out of the mundane and into the main stream.

From personalized content and dynamic sets to a bevy of top creators and surprise performances, Brandcast Delivered washed away digital fatigue and closed the empathy gap between advertisers and the YouTube magic that gets a billion viewing hours every day.

With YouTube, advertisers get a direct connection to audiences they can’t get anywhere else.

Insight:

The way consumers watch video on the TV screen has changed forever. Streaming platforms led by YouTube are now people’s primary destination for video– and there’s no going back. Yet, advertisers’ perceptions of ad-supported TV is really anchored on what TV was and not what it is now and hence they have an empathy gap–they can’t appreciate how their target audiences are consuming this new type of content billions of times every day around the world.

Brandcast Delivered put 1000+ creators front and center as hosts, special guests, performers, and more. They captivated and guided viewers through a cinematic storytelling experience that started before they even pressed play.

3.5k custom watch kits were sent out and prompted advertisers to view Brandcast Delivered on their favorite TV, giving them the YouTube experience more people enjoy around the world. Advertisers could tailor the show to their preferences, selecting industry-specific segments, making this more personalized than just another generic event.

Then we scaled it across 28 country-specific viewing extravaganzas–creating a connection between decision-makers and YouTube like never before.

Sales

Engagement

Reach

Achievement against business targets

28 Countries Represented

+83% YOY upfront commitments for 21/22 season

Positive perception shift among advertisers and agencies

+8 pts that YouTube is essential for building my brand(s)

+8 pts that YouTube is effective at achieving business results

32K+ decision-makers reached

1.5M post-show views globally