Organisers at Google’s Brandcast event last night were keen to talk about pop diva Rita Ora’s “sultry” headline performance, but the real heat was to be had in the ongoing battle for brand advertising budgets between YouTube and our domestic television commercial teams. Google UK and Ireland boss Eileen Naughton prepared attendees for a “small-screen revolution” as consumers turn to online video streaming and away from TV.
Naughton said: “advertisers reach target audiences far more efficiently by adding YouTube to their media plans, and TV alone does not give brands the reach you need.”
While the debate on how networks are going to stand their ground in the face of the evolving digital advertising industry was very interesting, media managers were more interested in Miss Ora. To quote Propeller PR’s head of media and marketing: “who doesn’t like a good picture of Rita Ora? I know I do!”. Well, he does have a point.