YouTube Music, a new App for streaming music

YouTube launches its new music streaming service. Just like Spotify, this new app helps easily find what you are looking for and discover new music. The question is… it will be possible to show ads?

From May 22 users from US, Australia, New Zealand, Mexico and South Korea can download YouTube Music on their smartphones and desktops. For the moment we do not have any updates about the app availability in Europe.

YouTube Music includes a free version, which advertising, and a paid version. The good news for advertisers is the possibility to have access to 1st Party Data through login information, but also location or music patterns. Even if it is possible to watch videoclips, the service is mainly focused on listening. The objective is to compete against platforms like Deezer, Apple Music or Spotify.

Mobile Outstream Video now available in AdWords

When it comes to online video, mobile becomes unavoidable. Around 60% of campaign video views come directly from a mobile environment. Google knows it too, that’s why they are launching a new format built exclusively for mobile devices.

Outstream ads are displayed another way than Instream formats (preroll and midroll). Outstream is an auto-played native format also called In-Read or In-Feed. The main difference? The ads are not inserted in online video content but in an editorial advertising space, usually between paragraphs.

Outstream ads will be available in AdWords through their Google Partners network. Following MRC standards, Google ensures that every paid impression will be on screen and viewable. The purchase model will be Viewable CPM.

Outstream ads become more and more appreciated by advertisers. The lower cost and the good visibility are some of the main reasons for it. Outstream also allows creative formats and a less disruptive experience. Sales houses like Teads are specialized in those formats. Other partners like IP, Mediahuis or De Persgroep are gradually introducing outstream video in their own inventory.

Medialaan: viewability @ 100%

Medialaan launches video buying on “100% uitkijkgarantie” (= cost per view) base beside the classic CPM-model, that still exists in their portfolio. Viewing threshold is measured by MOAT and AVOC (= Audible & Visible on Completed). This guarantee applies to all spot durations.

Mediahuis & SBS Belgium combine assets

Huge changes are coming for Belgian TV & Online Video landscape. After the merger of Medialaan & De Persgroep last year, SBS and Mediahuis are now partners. The objective : consolidate their market position.

This brand new sales house has two main goals. On one hand, reinforcing online video marketing.  On the other hand, providing advertisers with a strong answer to their cross-media campaign needs thanks to a new strategic department called The Pool.

The Pool will combine the entertainment content of SBS (Vier, Vijf, Zes) and the news style of Mediahuis (De Standaard, Het Nieuwsblad, Gazet van Antwerpen…) to design cross-channel campaigns that may combine TV, press, display and online video.

Brand Planner Tool – Space First in Belgium

Space is the first Belgian media agency using a new AdWords beta: Brand Planner Tool. This functionality allows planners and experts to estimate reach through different video formats as in-stream, reservation ads or bumper ads.