By Dade Hayes Finance Editor Traditional brand marketing on YouTube is “continuing to decline” in April due to COVID-19, according to Ruth Porat, CFO at Alphabet, parent of the digital video behemoth.
During a conference call with Wall Street analysts Tuesday to discuss Alphabet’s mixed first-quarter results, Porat said direct-response ads are faring better on YouTube in the current climate than brand messages.
Direct-response pitches feature calls to action, with viewers tapping or clicking to gain access to coupons or other incentives, while brand ads resemble the lean-back variety familiar to TV viewers. “We’re seeing signs of consumers returning to more commercial behavior, but it’s not clear how durable or monetizable that will be,”
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