YOUTUBE & YOUTUBE TV ADVERTISING
The public media landscape is rapidly changing: we have entered what’s known as the “user-centric period” of media consumption. PBS linear-only viewing has fallen from ~60% in 2018 to ~30% in 2024, and viewers have more options than ever to consume content
Media consumers use between 11-15 media sources, but only 5-7 platforms are considered “must-haves.” Unfortunately, the PBS App is not on this list of must-haves for most viewers.
So what should stations do? Focus on YouTube.
Rich PBS video content provides an incredible point of invitation. This is especially critical for acquiring new prospect audiences unfamiliar with public media: YouTube accounted for nearly 10% of total viewing in April 2024.
Connected TV App
#1
(with second-highest share of total viewing)
53M
monthly viewers of PBS channels on YouTube
of viewers in the 35+ demographic consider YouTube a “must-have” channel.
67%
Demographics: Age, gender, parental status, household income, education level, homeownership status, location, etc.
Affinity Audiences: Interests and habits, custom groups (e.g., people who visit particular websites)
In-Market Audiences: Prospects actively researching or planning to purchase specific products or services, seasonal targeting (holiday shoppers, event-goers)
Life Events: People undergoing significant life events (e.g., moving, getting married).
Programming-Related: Specific YouTube channels or videos, topic targeting/content categories (cooking, drama, etc.), placement targeting (channels, websites, Google Display Network apps)
Available on YouTube only
Non-skippable ads that appear before the video
15-20 seconds long
Ideal for brand awareness and concise messaging
Available on YouTube and YouTube TV
Can be skipped after 5 seconds
Charge based on views of at least 30 seconds or interactions
Ideal for driving engagement and website traffic
Available on YouTube & YouTube TV
Non-skippable, up to 6 seconds
Designed for quick, impactful messages
Available on YouTube & YouTube TV
Play before, during, or after other videos
Viewers do not have the option to skip the ad
6, 15, 30, or 60 seconds
Available on YouTube only
Appear in the middle of longer videos (8+ minutes)
Can be skippable or non-skippable
Not always a native option, based on ad content
Available on YouTube only
Appear on search results, homepage, or next to related videos
Include a thumbnail and three lines of text
Primarily for increasing video views and channel subscriptions
Kara Warr- kwarr@nextgenfr.com
Nisa Ayral- nayral@nextgenfr.com
THANK YOU