YouTube’s Huge Recent Ad Gains Pose Challenge for Travel’s TV Advertisers
Skift Take
The increased importance of YouTube doesn't bode well for travel advertisers seeking to reduce their reliance on sister brand Google. Pay Google for search ads or spend money on YouTube — it all ends up in the same place.
In the olden days — perhaps eight or so years ago — you could tell when online travel companies would enter a new geography because there might be an advertising blitz on TV to introduce the brand.
But as Philipp Schindler, the chief business offer at Google parent Alphabet argued earlier this week in talking up its YouTube video division, the traditional ways of reaching audiences on scheduled broadcast television, or so-called linear TV, "don't really work anymore."
Schindler could be overstating the case.
But in the first quarter, YouTube saw revenue leap 48 percent to more than $6 billion. Schindler called out "truly exceptional" growth on YouTube because of a revamped direct re
