Over the past decade, significant threats to YouTube's position as the leading video platform have emerged. Massive investments in the streaming sector from both new and legacy players, coupled with the surge in popularity of short-form videos, particularly from platforms like TikTok, have gradually eroded YouTube's revenue growth and dominance in the video market. Aiming to reclaim lost revenue growth, reassert its status as the foremost video platform, and establish itself as the preferred choice for Gen Z, YouTube plans to approach the upcoming upfront season with a strategy that differs from those of previous years.
The Ads Marketing team approached Creative Theory Agency to help them develop and execute their sponsorship of the IAB NewFronts, the YouTube Morning Show. The morning show concept of 2022 was strong, but for 2023, YouTube wanted to move away from the stiff tone of a news show in place of something fresh and creative that breaks through.
Over the past decade, significant threats to YouTube's position as the leading video platform have emerged. Massive investments in the streaming sector from both new and legacy players, coupled with the surge in popularity of short-form videos, particularly from platforms like TikTok, have gradually eroded YouTube's revenue growth and dominance in the video market. Aiming to reclaim lost revenue growth, reassert its status as the foremost video platform, and establish itself as the preferred choice for Gen Z, YouTube plans to approach the upcoming upfront season with a strategy that differs from those of previous years.
The Ads Marketing team approached Creative Theory Agency to help them develop and execute their sponsorship of the IAB NewFronts, the YouTube Morning Show. The morning show concept of 2022 was strong, but for 2023, YouTube wanted to move away from the stiff tone of a news show in place of something fresh and creative that breaks through.
Creative Strategy
Creative Direction
Design
Video Production
Event Production
Creative Theory Agency partnered with YouTube and GoodSense, YouTube’s event production company, to align on key messages and understand logistical guardrails for the event.
From here, we grounded ourselves in truth: what’s happening in video, where is Gen-Z spending their time, and how do we communicate to the marketers in the room that YouTube is the platform to recommend to their brand clients? Our driving insight: YouTube's longevity was not a hindrance to younger audiences, but a major draw. Standing firmly in this insight, we explored the many ways to bring this competitive advantage to life.
Finally, we developed a creative concept for the show along with various segments tied to key messages. Once approved, we worked with YouTube to select creators to tell the story on stage and developed video assets specifically for the show.
We developed a creative concept, the YouTube NewFront–a morning show with a twist to highlight YouTube’s longevity and continuous innovation. Borrowing from formats like Saturday Night Live, game show, and talk show formats we built a run of show that distilled detailed product and audience information into actionable insights while breaking away from dense panels that dominate these types of events.
To complement this run of show we developed two video assets to put YouTube’s content, creators, and overall place in culture on display.
We developed a creative concept, the YouTube NewFront–a morning show with a twist to highlight YouTube’s longevity and continuous innovation. Borrowing from formats like Saturday Night Live, game show, and talk show formats we built a run of show that distilled detailed product and audience information into actionable insights while breaking away from dense panels that dominate these types of events.
To complement this run of show we developed two video assets to put YouTube’s content, creators, and overall place in culture on display.
We developed a creative concept, the YouTube NewFront–a morning show with a twist to highlight YouTube’s longevity and continuous innovation. Borrowing from formats like Saturday Night Live, game show, and talk show formats we built a run of show that distilled detailed product and audience information into actionable insights while breaking away from dense panels that dominate these types of events.
To complement this run of show we developed two video assets to put YouTube’s content, creators, and overall place in culture on display.
