While YouTube has been one of the biggest beneficiaries of advertisers shifting spending from TV to online video, it's still only capturing a small fraction of marketers’ media budgets,
according to the Wall Street Journal's
Mike Shields. "YouTube faces several nagging challenges that are holding it back from capturing more TV revenue, including pricing concerns, the way
agencies are structured and lingering doubts over the quality of its content, according to ad buyers," he writes.
"You only have to look at the revenue at a number of TV companies to
realize you have not seen a wholesale transfer of dollars,” Rob Norman, GroupM’s chief digital officer told the Journal. “But of the new platforms, unlike Facebook and
Snapchat, the one most likely to unlock TV dollars is YouTube.”
Read the whole story at Wall Street Journal »