How YouTube wins no matter what; Amazon and the streaming experience

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The unbeatable you

The podcasting business is colliding with vlogging, as YouTube accounts and popular podcast hosts branch out into a hybrid video podcast format. The big winner, of course, is YouTube.

A recent report revealed that YouTube is actually the biggest podcasting platform, The Guardian reports. YouTube has fallen behind in distinction by dint of being YouTube as a general repository for all video content.

Although Joe Rogan signed an exclusive deal with Spotify, for example, he still posts a lot of content to YouTube.

YouTube is valuable because of its ubiquity.

Consider this: Meta cracked down on ad creative for Facebook and Instagram this year in part because people were reposting TikToks directly to its apps. It’s not a bueno for Instagram, but YouTube doesn’t care. YouTube benefits massively when people reuse TikToks as YouTube shorts.

The same goes for traditional media, not just online platforms. Comcast, for example, is Google’s bitter rival on the TV and video advertising technology front. (Google Ad Manager versus FreeWheel). But it’s unclear how much Comcast and NBCUniversal need YouTube, which is the main archive for movie trailers and NBC’s own online content. Google, meanwhile, Needs Comcast for…nothing.

Notes Games

The NFL season will open this Thursday with a broadcast on… Amazon. And it could mark the start of a big deal for the TV industry.

“Amazon is sort of a test dummy for the NFL,” said Carat USA Group Director Jimmy Spano. Marketing infusion.

Spano refers to interest in Amazon’s live ratings. The trend is for live TV tentpoles to lose ratings and cultural cache with the shift to streaming: the Oscars, the Super Bowl, even the Olympics. Amazon is telling advertisers to expect Thursday Night Football ratings to drop from around 16 million to 12 million.

But Amazon’s opportunity goes beyond the ratings. This could demonstrate how streaming offers a better overall media package than linear TV. Amazon creates Thursday night watch parties on Twitch and can produce content with the NFL to retarget viewers. Not to mention the ability to sell NFL merchandise.

But the opportunity goes beyond sport.

If Prime owned the Oscars broadcast, it could show all the awards, and the Academy wouldn’t have to pull the winners off stage with music cut after 30 seconds.

That’s – not sports ratings – the real TV dam to break.

Signal Rental

Encrypted messaging app Signal has named Meredith Whittaker, a former FTC adviser and artificial intelligence researcher for Google, as president, The New York Times reports. Whittaker will serve as Signal’s first president.

In an interview with the Austrian publication Standard, Whittaker voices his opposition to the ad industry’s “surveillance business model” and how that model has contributed to a handful of Big Tech monopolies. She says Signal “will not participate in the surveillance business model” under her leadership, which means the messaging platform won’t be ad-supported anytime soon. Instead, it envisions a subscription- or donation-based model.

Whittaker is also a proponent of encrypted communications to protect user privacy. Regarding the government’s efforts to circumvent email encryption for law enforcement purposes, she says “there is no spell you can cast to break the encryption for any purpose and don’t break it for any other purpose”.

After working for Google for more than a decade, Whittaker left the company to protest its use of AI for military projects. Since then, Whittaker has served as an advisor to FTC Chairman Lina Khan on AI-related issues and a professor of AI and ethics at NYU.

But wait, there’s more!

Apple plans to double its digital advertising workforce. [FT]

Instagram has been fined $400 million by Ireland’s data regulator for breaching GDPR for publishing children’s contact details. [Politico]

The definitive guide to what’s new and what’s new in ad tech in 2022. [Digiday]

Yahoo buys The Factual, which creates credibility ratings for news. [Axios]

You are engaged!

Canela Media appoints Oswald Méndez as CMO. [release]

DDB Worldwide taps Alex Lubar as its first President and Global COO. [Ad Age]

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