By John McCarthy

YouTube has further pitched itself as the location brands can engage with millennials, urging advertisers to shift at least 24% of their TV media spend to the Google owned video platform to ensure greater reach and engagement.

Eileen Naughton, Google managing director of UK and Ireland operations, said at the company’s Brandcast event in London on Tuesday evening (13 October) that media buys reached audiences more readily with YouTube integrated with its strategy.

Using the Google Extra Reach Tool, YouTube analysed over 1,000 TV campaigns and, perhaps unsurprisingly, found these performed better when backed up with a YouTube presence. However, she added Read full story ›

Source: The Drum