Google-owned YouTube is stepping up its effort to get TV advertisers to shift dollars to digital.
have done similar work. Today, YouTube is announcing that Google Preferred inventory beat TV in driving sales in all of its studies.
YouTube didn't give Business Insider raw numbers for any of these studies, and advertisers might take Google's self-reported data with at least a few grains of salt. Marketers have long spent billions on TV advertising on the belief it boosts brand awareness and loyalty to a wide audience. Advertisers struggle with measuring OTT and getting an OTT audience that's as big as TV.
YouTube ads typically drive reach over a period of time, but certain advertisers like retailers and film studios load up on TV ads for a few days around a promotion or movie opening and want to know fast how they performed.
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