BY ROBIN GHOSH
( ECONOMIST, ASSOCIATED WITH TV AND ENTERTAINMENT SECTOR IN BENGAL FOR LAST 30 YEARS)
KOLKATA, 9 MAY 2023:
There is a paradigm shift in the media landscape of India.
Smartphones are turning into a private tv and smart tv is turning into a new window to watch programs other than tv channels and in OTT platforms.
Not surprisingly, the YouTube advertising company Channel Factory foresees huge potential in India.
Partnering with Indian advertising and marketing company Y&A Transformation, You Tube sees big potential in India.
Globally, India is a big market. Both in terms of internet consumption and use of YouTube. Currently , it is 400 million and is expected to jump to 800 million in 2023.
Yesudas Pillai, India lead for Channel Factory points out ” The digital video market is about $ 1 billion in India. Out of that YouTube share is around $ 700 million. If we are able to get10% of that market, it is a pretty large market”.
To improve efficiency of the ad posted in YouTube, Channel Factory has installed an API which does:
1. Ping the YouTube ecosystem half a billion times daily to draw insights.
2. Identify performing channels in terms of
1. Viewership Trend
2. Sentiment Analysis
3. Content creator quality
4 . Metadata
5. Keywords and tags
Moreover, specific plans have been designed keeping in mind client’s
1.Contextual relevance
2. Brand safety and suitability
3. Operation efficiency and financial performance.
YouTube also provides a live View IQ dashboard where clients can see how their campaigns are performing in real time.
Hail You Tube.