Subject: YouTube
https://www.msn.com/en-us/mone...

YouTube is close to reaching a tipping point in TV advertising.

Google has been coveting lucrative TV ad budgets for more than a decade. But despite stats showing that an increasing amount of YouTube viewing takes place on TV sets in the living room, its ad sellers faced a hurdle. Many advertisers and agencies classified YouTube as "online video" or "social media," treating it as a separate part of the media plan from TV.

With TV ad spending expected to reach $167.4 billion globally in 2026, per ad giant WPP Media, these budget classifications were holding YouTube back from capturing a crucial segment of the ad market.

Two new research studies released this month suggest those barriers are coming down.

tecmo
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