0:24
David Cohen: There is no doubt
0:25
that if you saw an ad in an environment
0:29
chosen to be in, in a topic area that you
0:31
are highly passionate about,
0:33
and that was an ad that was relevant at
0:37
that time or at that moment,
0:39
it would be very, very meaningful.
0:40
Jill Baskin: I think it is the heart of what is driving
0:44
is that I can have personal choice, both
0:47
both in when I view it
0:50
and what I view. Michael Bailey: Ultimately, people expect
0:52
customization, and they expect to be able
0:55
that suits them or even subsets of
0:58
content that they find
1:05
Andrés Ordóñez: I think one of the things that 2020,
1:08
and I'm thankful for this, it gave us all,
1:11
it opens everyone's eyes to diversity.
1:14
Carla Eboli: YouTube has always been very diverse
1:17
as a platform. When we compare
1:20
YouTube with other platforms, these
1:23
aspects of people become even more
1:23
evident because data analysis of ads
1:30
TV tell us that diverse people
1:32
are not seeing themselves represented at all.
1:38
Cohen: Generally, video has been used for big,
1:42
awareness-based activities. If you look
1:43
at the other side of the equation,
1:46
social media has been looked at kind of
1:49
lower funnel, hard-charging,
1:56
efforts. The ability for CTV to be the
1:58
bridge that actually marries the best
2:01
of both of those worlds:
2:01
Brand advertising, sight, sound, and
2:06
highly emotive, but actually be able to
2:08
do something about it,
2:09
you know, be actually able to close
2:13
close the loop. Stacey Stewart: We've certainly been able
2:17
better reach our specific targets,
2:19
eliminating some of the waste
2:20
and cutting down that frequency. So it's
2:22
really about that incremental reach.
2:26
hasn't seen your ad yet or has only seen
2:28
it once, and finding them in unique
2:30
places, where you can build on that reach
2:33
more impactfully rather than just build
2:37
the frequency of hitting those heavy TV
2:37
viewers over and over.
2:42
Michael Sotelo: The difference between broadcast was
2:43
that we were trying to cast a larger net
2:45
to a bigger audience.
2:46
And now with the use of YouTube and
2:48
other platforms like YouTube,
2:50
we're able to deliver personalized
2:54
to ensure that we are connecting with
2:55
that consumer in a most personal way
2:59
Tina Allan: I think the opportunity, though, for
3:06
you know, stop thinking
3:07
of a world in marketing that is one and
3:12
It doesn’t, it doesn't start and stop.
3:13
You no longer can just do one thing or
3:18
I'd like to walk around saying, and then what?
3:19
And then what happens? And then what
3:24
Because as we talk about streaming, as we
3:25
talk about always-on,
3:33
we have to be the marketers who are
