103. Campaign podcast: YouTube celebrates ‘modern, diverse’ Britain, plus PodPod launch

Campaign visited the YouTube Festival, its biggest face-to-face presentation for advertisers in three years since before the pandemic, and spoke to Nishma Patel Robb, the senior marketing director of Google UK, and Phil Miles, the managing director of YouTube sales.

“We really do reflect modern, diverse Britain,” she said, citing new YouTube research, called Mirrors and Windows, which found 79% of users “believe YouTube represents a wide range of voices, people and perspectives” and 70% “agree it has content that reflects the diversity of the UK today”.

Miles talked about separate research by Oxford Economics, which found the YouTube creative eco-system contributes more than £1.4bn a year to the UK, and answered questions about getting the balance right about ad load and frequency on the platform.

We also spoke to Adam Shepherd, editor of PodPod, the new editorial title from the makers of Campaign about the craft and business of podcasting, which launched this week, plus we discussed our visit to the IAB podcast upfronts presentation.

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