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YouTube’s Huge Recent Ad Gains Pose Challenge for Travel’s TV Advertisers

Dennis Schaal photo
Dennis Schaal
Television TV Sidewalk Sale

Photo Credit: A TV in a sidewalk sale as seen on at a sidewalk sale in the San Francisco Mission District on August 14 2013. Google argues that YouTube trumps television as a way to reach new audiences. Flickr.com / Lynn Friedman

Skift Take

The increased importance of YouTube doesn't bode well for travel advertisers seeking to reduce their reliance on sister brand Google. Pay Google for search ads or spend money on YouTube — it all ends up in the same place.

In the olden days — perhaps eight or so years ago — you could tell when online travel companies would enter a new geography because there might be an advertising blitz on TV to introduce the brand. But as Philipp Schindler, the chief business offer at Google parent Alphabet argued earlier this week in talking up its YouTube video division, the traditional ways of reaching audiences on scheduled broadcast television, or so-called linear TV, "don't really work anymore." Schindler could be overstating the case. But in the first quarter, YouTube saw revenue leap 48 percent to more than $6 billion. Schindler called out "truly exceptional" growth on YouTube because of a revamped direct re

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