Of all the presentations at the IAB UK Upfronts, YouTube delivered a show that felt consistent with a Hollywood upfront — lots of sizzle, and even a little steak, as prepared on stage by foodie celeb entrepreneur Jamie Oliver, who set up his now-popular FoodTube channel last year.
YouTube promoted the scale of its network of talent. Up front and center was British beauty star Zoella, as well as the ability for brands — namely Pepsi, which presented a case study — to take advantage of the massive scale that YouTube offers in viewership.
The video giant also premiered its Google Preferred program to the UK audience. It remains to be seen how effective Google Preferred has been in the US market — where premium content from top creators and channels including Tastemade, DanceOn, Michelle Phan, and Bethany Moda — are part of the higher price point, television-like offering.
For those interested in advertising in the UK, talent like Zoella, Jamie Oliver’s FoodTube, Copa90, The Slo-Mo Guys, and Sorted Food were among the creators included in the offering.
And while YouTube has mastered the art of the sizzle, the question remains as to whether the platform can actually bring the steak to the table.
For more of Jocelyn’s thoughts on the inaugural IAB UK Upfronts, click here.