Kasha Cacy, Known CMO: Navigating YouTube's "Other" Category for Advertisers

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Chief Media Officer at Known, Kasha Cacy, discusses YouTube's growing prominence against traditional television, despite challenges for brands regarding content predictability and measurement. Cacy, also touches on the evolving landscape of big creators acting as media companies and the current economic outlook from a business perspective.

💡Takeaways:

• 📈 YouTube's Continued Growth: YouTube consistently gains viewership from traditional television, stealing audience year over year.
• 🤷‍♀️ Content Predictability Challenges: A key hurdle for brands on YouTube is the less predictable nature of its content compared to TV, leading to uncertainty about ad placement.
• 👴📺 Generational Perception Gap: There's a "snobbiness in media" where older generations may perceive YouTube content as "not high quality," despite younger audiences (like 14 and 16-year-olds) spending significant time on the platform.
• 🤝 Evolving Creator Ecosystem: Large creators are now operating like media companies, with "creator studios" producing content that can jump from YouTube to other platforms like Netflix.
• ⚖️ Embrace "Good Enough" Measurement: Media professionals are often too "precious" in seeking perfect measurement solutions.

🎙 Guest: Kasha Cacy

🎤 Host: Mike Shields

📺 Sponsor: Elemental TV

🎬 Producer: FEL Creative