Looking ahead: 3 strategic shifts to prepare for the next generation of video

New research explores how to accelerate digital maturity and unleash the full potential of video unification [THE INTERSECTION OF MARKETING INSIGHTS AND VIDEO CULTURE] [YouTube Re:View] Maximizing the power of unified video TLDR: Long-term strategic shifts to prepare for the future of video buying - Adopt integrated ways of working that build both breadth and expertise across video channels - Embrace video neutrality during media planning - To equitably evaluate video channels, invest in durable cross-media measurement solutions like MMMs T H E I N S I G H T S Preparing for the next generation of video The next generation of omnichannel video will allow advertisers to more consistently measure their impact in a fragmented world. Although the industry has not established a cross-media planning and measurement solution, there are strategic shifts that brands can take to prepare for that new reality. [In our last edition](), we shared three shifts that brands can take now to unify their video media buying. Today, we explore [insights from global consultancy Boston Consulting Group (BCG)]() on long-term actions that build on those short-term strengths, accelerate digital maturity, and unleash the full potential of video unification. Let’s dive in. Redefine organizational ways of working with an integrated approach When BCG interviewed over 190 advertisers and 90 global agency partners, many leaders agreed on the importance of being skilled across multiple formats and channels. Yet, less than half have defined and implemented a cross-channel video process. To get started, consider adopting an agile and integrated approach to video marketing – like creating teams that manage TV and digital, implementing unified measurement squads, and appointing investment leads that oversee cross-format activation and optimization. These organizational shifts balance the breadth of knowledge required to keep up with today’s complex viewing behaviors while still offering the deep expertise needed to make sophisticated optimizations and build next-generation video capabilities. [Planning Buying Measurement] Reject legacy mindsets that undervalue new ways of watching To prepare for a future of video unification, agencies and advertisers are challenging legacy notions, like assuming TV is a better awareness driver than digital. Instead, teams are leading with video neutrality, a framework that thinks beyond a TV-first buying approach and embraces all video equally. By exploring how other video channels may achieve business goals, marketers can more strategically manage their investments, experiment with newer ways of watching, and make more meaningful connections. Embrace next-gen measurement solutions Unified video requires unified measurement. A tried-and-true solution that’s become increasingly important in the era of omnichannel video is marketing mixed models (MMMs). They offer actionable insights that allow teams to evaluate investments and prioritize high-value channels, like YouTube, the [most-watched media distributor]()1. Building a high quality model is a gradual process, but teams who invest in accurately measuring their video performance across channels can significantly improve ROI. How was this edition? [Smile_terrible.png]() [Smile_bad.png]() [Smile_neutral (1).png]() [Smile_good.png]() [Smile_excellent.png]() Terrible Bad Neutral Good Excellent Has this been forwarded to you? [SUBSCRIBE TO RE:VIEW]() Stay connected [YouTube]() [X]() [LinkedIn]() Listen to our podcast [Apple Podcasts]() [YouTube]() [Spotify]() Sources 1 Nielsen Media Distributor Gauge Report, US, July 2024. This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGVe3HOypl7TpIJWxOTNHAKGjqZ4tTVLn0SWaHU4g3Lw57OjrJsbTG9wpzRaedRG01tDYmPbuI=). © 2024 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066