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Mobile has fundamentally changed how we live our lives. With our devices never more than an arm’s length away, people can find, watch or buy anything at anytime. That’s why earlier this year we shared that we’re developing a new, cloud-based measurement solution for YouTube, designed for a mobile world. Today, we’re announcing the beta for this solution, Ads Data Hub, to help advertisers get more detailed insights from their campaigns across screens while also protecting user privacy.  

We are also announcing that Ads Data Hub is a solution not just for YouTube, but a tool that offers access to more data and helps unlock actionable insights across Google ad platforms, including the Google Display Network and DoubleClick. And with Ads Data Hub now in beta, we’re expanding who can use it.

Built on infrastructure from Google Cloud, including BigQuery, Ads Data Hub gives advertisers or their preferred measurement partners access to detailed, impression-level data about their media campaigns across devices in a secure, privacy-safe environment. Data from other sources, such as a CRM system or marketing database, can be incorporated as well. With this full view, advertisers or their partners can analyze the data and draw out insights specific to their business.

For example, if an e-commerce retailer wants to understand what the path to conversion looks like, they can bring additional online data about their customers into BigQuery, and Ads Data Hub will enable them to combine that data with their ads data so they can see what a typical journey is from first encountering a user until conversion.

Consistent with our commitment to privacy, no user-level data can be removed from the secure Cloud environment. Impression-level data is only accessible for the purposes of analysis and generating insights. In the future, advertisers will be able to act on the insights they get from Ads Data Hub and buy media with greater precision.

As an early alpha partner, Omnicom Media Group helped to define the solution and has seen significant value from both the amount of data available through Ads Data Hub and the broad set of analyses and custom queries that are possible.

"With the complexity of today's consumer journeys, we are seeing that marketers are looking to solve harder business challenges than ever before. Through our partnership with Google and our use of Ads Data Hub, we will be able to answer a broader range of questions and expand our analytical services." - Slavi Samardzija, Global CEO, Annalect, An Omnicom Media Group Company

With the shift to mobile, consumer behavior has changed for good. Marketers need tools to help them make sense of this new world, and Ads Data Hub is a key step forward.

Posted By: Geoff Samek, Senior Product Manager, Ads Data and Privacy

Kevin Hart. Rhett and Link. Ellen DeGeneres. Katy Perry. The Slow Mo Guys. Demi Lovato. Ludacris.

These amazing stars all have something in common: They're starring in new shows premiering exclusively on YouTube. And since these shows are ad-supported, you—and every single one of our billion-plus viewers—can watch for free.

Bringing even more can’t-miss content to audiences globally

For years, we’ve been proud to work with creators like Casey Neistat, Jackie Aina and countless others who have turned their channels into daily destinations. And with these channels packaged within Google Preferred—our offering that allows brands to advertise on some of the most-loved and most-watched content on YouTube—brands have been able to support the videos you love, so you can enjoy for free.

These channels continue to be hugely successful. That’s why, starting in 2016, we made the decision to take YouTube to the next level. We began making premium original content for our subscription service, https://www.youtube.com/red, releasing 30 series and movies in just over a year. And we kept hearing from brands they wanted to be more involved in these premium series.

Launching new ad-supported shows, exclusively on YouTube

When excited fans, brands, and creators tell us something, we listen. We’re thrilled to announce that beginning later this year, some of the biggest YouTube creators and Hollywood names will be featured in seven new series on YouTube—bringing more can’t-get-enough-of and can’t-find-anywhere-else shows to everyone, everywhere. With these new shows, brands can be a part of content that’s generating buzz around the world.

Check out the must-see lineup:

  • Ellen’s Show Me More Show: Like nothing Ellen has done before, Ellen’s Show Me More Show is a twice-a-week series built just for YouTube, giving fans behind the scenes access to some of the biggest stars and her favorite moments.
  • Good Mythical Morning: Worldwide YouTube superstars—and hosts of YouTube’s most popular daily show—Rhett & Link will go to new heights in a long-form expansion of Good Mythical Morning, giving fans even more of what they crave: larger-than-life stunts, zanier challenges, and over-the-top laughs.
  • Kevin Hart: What the Fit?: Kevin will team up with celebrity friends and YouTube stars each week as they attempt to master a different trending, grueling and sometimes ridiculous workout routine.  
  • I Am: Demi Lovato: Global music sensation and social advocate, Demi Lovato reveals a yearlong personal journey of music reinvention and deep discovery as she dives into the writing and recording of her new album in her new series, I Am: Demi Lovato.
  • Best.Cover.Ever.: From Ryan Seacrest Productions and Endemol Shine North America, Best.Cover.Ever. is a cutting-edge talent competition series hosted by Ludacris where emerging talent from across the globe submit covers to YouTube to vie for the ultimate prize: an opportunity to perform a duet with a superstar artist. Submit your cover now at thebestcoverever.com.
  • The Super Slow Show: YouTube stars The Slow Mo Guys will test the latest in technology to reinvent the way we look at celebrities, music, pranks, comedy sketches and more, giving a one-of-a-kind glimpse into what the world looks like in slow motion.
  • Katy Perry Live Special: It's real. It's raw. It's Katy Perry. Live on YouTube, The Katy Perry Live Special will take you inside of her world, revealing the experiences and emotions she poured into her all-new soul-baring music on the eve of her highly anticipated album launch. With unique access, global reach and surprise fun packed along the way, Katy will break it all down in this album listen-along, and if you stick around long enough, there might just be fireworks.

We’re excited to partner with top creators and world-class production companies to offer these new shows to audiences globally—on the platform where the world chooses to watch over a billion hours of video every day. People turn to YouTube to express themselves, engage with creators, and connect with the thriving communities they’re proud to be a part of.

This vibrant fan and creator community is also why brands turn to YouTube. And we're excited that Johnson & Johnson Consumer Brands will be our first advertising partner of this new content. In addition to a major investment in our creators through Google Preferred, they’ve signed on as the exclusive sponsor of Best.Cover.Ever., helping to make the talent competition accessible to YouTube viewers.

Check out #Brandcast to see highlights from the night and look here to see what new YouTube trends were announced.


Robert Kyncl, Chief Business Officer, YouTube

The Google US Multicultural team hosted the first ever Multicultural Marketing Forum (MMF) in the NYC and LA campus late March. The Forum, previously focused on the Hispanic audience, evolved its scope to include African American, Asian and LGBT audiences. The theme of the forum this year, “Marketing in a Multicultural World,” urged brands to continue to think of Multicultural audiences in all of their company’s initiatives and not as a niche audience. Those brands who successfully shift their mindset will reap the benefits and experience brand growth. Both event keynotes, John Leguizamo in NY and Soledad O’Brien in LA, shared their personal stories on how the lack of diversity in the media has created challenges in their career and presented opportunities for them to change the conversation in the industry. Both John and Soledad are now using their own voice to influence how consumers and executives think of Multicultural audiences.
Kicking off the forum, Eliana Murillo, Head of Multicultural Marketing, gave insight into Google’s latest Global Youth study exploring Multicultural teen’s behaviors, tastes, and wants. Making up 37% of all US teens, Hispanics and African Americans are getting phones at younger ages, value personalization by brands, shopping more online than older segments, and are more comfortable using credit cards (see below for additional Teen stats).
Oona King, Director of Diverse Marketing at YouTube, took the stage to discuss with clients and agencies how African American audiences want advertisers to connect with them. Through an engaging story that started with the beginning of time, Oona shared pieces of advice from content creators to brands, made the case that Black Audiences and creators are not “niche”, and built the argument for more inclusive ads on YouTube. In addition to YouTube as a platform to engage Multicultural audiences, Kelsey Price and Diego Antista and Yesenia Bello from the Multicultural team, unveiled new research in partnership with ThinkNow and Ipsos for Hispanics who search. Both behavioral and survey based research shows that Bilingual audiences are search superstars (Highest avg. number of search pay views per session, Highest search share % of all views, etc) and Hispanics are not as brand loyal as you think. In fact, 85% Of Hispanics are not certain of brand choice when they first begin looking for information online meaning brands have an opportunity to influence decisions.
In addition to Googlers sharing the latest and greatest pieces of Multicultural research, this forum featured three branded case studies from Nestle, State Farm and TMobile/MetroPCS. Margie Bravo joined Salvador Maldonado on a fireside chat to discuss their success in 2016 with Coffeemate, Nescafe and other brands. Margie discussed Nestle’s effort to bring together the company through summits and top-down leadership to help empower Nestle brands to embrace Multicultural efforts. Nikki Newsome from OMD discussed how their agency has helped State Farm amplify their brand message through the passion point of music and leveraging influential music icon, Prince Royce. Lastly, Judy Popky and Daisy Terrazas-Cole discussed TMobile & MetroPCS’s success partnering with digital first content and testing different ad formats that have resulted in a growth in store visits.
Hearing from those who develop content for YouTubers, Seth Baron, Head of Creative Buisness Partnerships at the Zoo, hosted a fireside chat with YouTube content creator Gabriel Zamora who most recently partnered with MAC cosmetics. Together the two discussed Gabriel’s journey on YouTube and how he builds authentic connections with his Multicultural audience. Closing out the event, Susanna Kohly and Jackson Georges brought the magic of Google to MMF by presenting Google’s journey in Cuba and the initiative behind the island’s first ever VR experience.  During the cocktail reception, attendees were immersed in a live Cardboard demo of the video taking viewers through the life of the National Cuban hero, Jose Marti.