Google is pushing hard to get advertisers and brands on-board with YouTube as an alternative place to invest traditional TV ad dollars.
Hundreds of business and ad tech bods streamed into the Hordern Pavilion to witness the official announcement of Google Preferred launching down under.
In an attempt to aggressively woo advertisers to the platform, Google showed-off a host of top YouTube creators and GroupM was announced as Google's new exclusive partner.
In true Google-style the evening kicked off (in the dark) with an array of energetic dancers in neon suits. After an intro from Google Australia and New Zealand MD, Maile Carnegie, a host of varied speakers came in thick and fast.
From Toyota's CMO Brad Cramb to Vice's global GM, Hosi Simon, and YouTube boy wonder chart-topper Troye Sivan, attendees were not left bored.
Vice's Simon, stressed the importance of online video for the younger generations and rubbished claims that the youth of today don't care about news.
Vice were the first to embed with radical Islamist group, Islamic State (IS) and Simon stressed that its no-nonsense penetration of global hard-hitting stories is the root of its online success.
“Generation Y are desperate for news – which is why Vice will keep doing what it's doing – bringing the news, as it is, all recorded there and then, straight to the viewer.”
Toyota's Cramb admitted that the brand's previous ways of 'forcing' ads on viewers was now a thing of the past.
“The way we go to market is changing,” he said.
“It's not about forcing your ads on people. It's about creating engaging content and opening up a two-way dialogue.”
Toyota has increased its spend on YouTube by 47% this year and Google wants others to do the same.
Danny Bass, GroupM's chief intelligence officer, appeared up on stage to reveal the deal and speaking to AdNews after the event, Google's vice president of global brand solutions and Innovations, Lucas Watson, said the partnership was a major milestone.
As well as being entertained by more dancers and girls in crop tops with beach balls, attendees were left with the closing act that no doubt many would pay for – music group The Empire of the Sun.
AdNews explained Google's push for brand dollars in our 3 October print magazine. The feature looked at how YouTube is approaching the market, what the agencies think and the impact on the advertising landscape. You can read the six-page Special Report on our iPad edition.
For more news on Google see below:
Google GroupM ad deal to help shore up 'scarce' premium video inventory
Apple and Google smash $100bn in brand value
Google shares drop as Q3 misses expectations
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