YouTube is experimenting with new ways to make video ads actionable, drive leads to increase performance, and automate content delivery across the platform. Alphabet and Google CEO Sundar Pichai mentioned YouTube’s direct-response business during the company’s 1Q earnings call in April, saying it has been a profitable focus for the company. Advertisers requested the support.
DR, the financial foundation of multicasting, is a bit shaky these days. DR spending and response rates are down and no hot new ad category or brand has appeared to energize the sector in some time. This is Part Three of a four-part special report on multicasting running this week. Read the other stories here.