YouTube Newfronts

YouTube

YouTube Newfronts

Over the past decade, significant threats to YouTube's position as the leading video platform have emerged. Massive investments in the streaming sector from both new and legacy players, coupled with the surge in popularity of short-form videos, particularly from platforms like TikTok, have gradually eroded YouTube's revenue growth and dominance in the video market. Aiming to reclaim lost revenue growth, reassert its status as the foremost video platform, and establish itself as the preferred choice for Gen Z, YouTube plans to approach the upcoming upfront season with a strategy that differs from those of previous years.

The Ads Marketing team approached Creative Theory Agency to help them develop and execute their sponsorship of the IAB NewFronts, the YouTube Morning Show. The morning show concept of 2022 was strong, but for 2023, YouTube wanted to move away from the stiff tone of a news show in place of something fresh and creative that breaks through.

Over the past decade, significant threats to YouTube's position as the leading video platform have emerged. Massive investments in the streaming sector from both new and legacy players, coupled with the surge in popularity of short-form videos, particularly from platforms like TikTok, have gradually eroded YouTube's revenue growth and dominance in the video market. Aiming to reclaim lost revenue growth, reassert its status as the foremost video platform, and establish itself as the preferred choice for Gen Z, YouTube plans to approach the upcoming upfront season with a strategy that differs from those of previous years.

The Ads Marketing team approached Creative Theory Agency to help them develop and execute their sponsorship of the IAB NewFronts, the YouTube Morning Show. The morning show concept of 2022 was strong, but for 2023, YouTube wanted to move away from the stiff tone of a news show in place of something fresh and creative that breaks through.

Project Type

Creative Strategy

Creative Direction

Design

Video Production

Event Production

Links

+

The Ask

  • Develop and execute a creative event concept that brought YouTube’s content and product offerings to life
  • Establish YouTube as the longstanding home of Gen-Z
  • Announce the launch of YouTube Shorts
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