WEBVTT

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When you think about kind of the
traditional marketing linear funnel,

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that funnel has collapsed.

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We're joined by Anne Marie from YouTube.

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Thanks very much for being here.

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Thank you for having me.

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Anne Marie, what are you most excited about
when you look at

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how brands are leveraging video
in just really new and exciting ways?

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I mean, I think what's so
fascinating about,

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you know, the way that video
is evolving is

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first, it's really following the path of how
consumers are consuming video.

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They're no longer just
consuming one format,

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they're consuming multiple formats
across multiple screens.

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Additionally, what's super
fascinating is that

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when you think about kind of
the traditional marketing linear funnel,

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that funnel has collapsed.

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And so now viewers are seamlessly going
between streaming, scrolling, searching,

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shopping, and video has a role to
play in all of that.

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So, it's really unlocking
new opportunities

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for brands to connect with consumers in
new ways.

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Beyond just thinking about using video
for the top of the funnel,

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it really can drive effectiveness in all
the ways that you want to meet,

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reach your marketing objectives.

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Given the multifunction

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it's now sort of having,
video is everywhere.

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Where are you seeing it driving the most
impact in the customer journey?

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One interesting fact is that living room
is now the largest surface where

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consumers are consuming video off YouTube.

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So, what that means is that
they're not just watching long form content,

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they're watching short form
on the big screen.

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So, it really is redefining TV.

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And so we like to say that,

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TV is becoming YouTube and
so in a sense

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that people are watching different
formats,

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different lengths of video and engaging
in ways that you wouldn't have imagined

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on the big screen in the house.

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-It's a whole new world.
-It's a whole new world.

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And I mean, even just a a quick fact,
I mentioned that viewers are consuming

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shorts in the living room.

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We're seeing a 40% year over year growth
of watch time of shorts in the living room.

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So not only just me
watching the short,

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but people are bringing their families
together to engage in,

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different formats of content when
it comes to video.

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So, video really is, it's transforming
the way that marketers

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should think about connecting with
consumers.

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It's no longer just something you think
about for top,

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broad awareness goals,
but it really can help drive both

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consideration and really drive successful
outcomes for businesses when you think about

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its impact in purchase decisions.

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Anne Marie, thanks so much
for joining us here to

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talk us through all of that.
It really is a revolution.

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Thank you so much for having me.