How YouTube Drives the Creator Economy with Adam Stewart, Vice President of Sales at Google and YouTube
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For Adam Stewart, Vice President of Sales at Google and YouTube, data measurement matters for ad investment in creator economies.
“At the end of the day, measurement matters. So one of the things that we're responsible for is working closely with our partners to understand how that investment works. So when you talk about it at its very core in terms of really supporting the creator economy, it's investing in it. And it's a good investment because time and time again, case study after case study, you'll find that investment is delivering results.”
— Adam Stewart
Adam is the Vice President of Sales at Google and YouTube, and has been at the company for almost sixteen years, where he oversees Google’s partnerships with some of the world’s largest advertisers. He focuses on helping brand marketers from a range of verticals adapt to the new digital marketing environment. Before joining Google, Adam was a SVP at Discovery Communications, where he developed and managed sales strategies for Discovery Channel, TLC, Animal Planet, Travel Channel, Discovery Health, and BBC America. On the latest episode of The Speed of Culture podcast, join Suzy Founder and CEO Matt Britton and Adam Stewart discuss how YouTube and Google help shape and drive the creator economy and what opportunities they bring creators, advertisers, merchants, and users.
YouTube's Role in the Creator Economy - YouTube is a source for entertainment and information, allowing people to connect with like-minded individuals and form meaningful communities. It has paid creators fifty billion dollars over the past three years and it’s accessible platform provides more opportunities than ever before.
How Advertisers Can Leverage the Creator Economy - The YouTube channel is a partnership between the advertiser and creator. The company encourages its advertisers to invest in content creators, who receive fifty-five cents out of every dollar they spend on advertising. That means means that more money goes directly toward supporting creators.
YouTube's Business Model - Many people know YouTube as an advertising-based platform. But now, commerce is making its way on to the platform, which means a shift in focus. Since most YouTube users trust reviews from creators, there’s value in selling products on YouTube. For creators and merchants, YouTube has further innovated through an integration with Shopify that allows users to shop within the YouTube space.
Listen to Adam on the Speed of Culture podcast today to learn how YouTube and Google impact the creator economy, advertisers, merchants, and users – or read through the episode transcript below.
