Future of TV Briefing: Which agency team(s) should be responsible for YouTube Shorts?
This week’s Future of TV Briefing looks at how agencies are sorting out which teams take the lead for buying YouTube Shorts ads.
The Future of TV Briefing discusses the confusion among agency teams regarding which unit should be primarily responsible for buying YouTube Shorts ads. Various options are valid, as YouTube Shorts may be managed by social, programmatic, or video investment teams. Google initially believed Shorts to be primarily social, prompting calls for social dollars, while YouTube's need for upfront video dollars created further complexity.
Leah Askew, svp and head of precision media for North America at Digitas, explained that the current approach involves programmatic buying within the agency due to the platform and existing skills. However, the agency is increasingly treating Shorts like social from a creative standpoint. The discussion revealed that Shorts' ties to broader YouTube investments necessitate a collaborative effort across various agency teams.
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