"To have a brand be comfortable putting budget toward this, we might guarantee video views, social impressions, pre-roll impressions."
"Not just because the idea of making up inventory in a medium of infinite supply is curiously complex, but because I don't really hear of YouTube-centric media companies or creators offering viewership guarantees and make-goods."
"It is a struggle. Is the view against the organic content? Is it views against targeted paid content? Or is the view against actually consuming the show or a meaningful amount of that?"
Donut Media is leveraging increased TV viewership of its YouTube videos to sell sponsorships for TV-style episodic series. The company offers minimum viewership guarantees to ensure brand comfort with budget allocation. If viewership falls short, Donut Media provides make-goods similar to traditional TV networks. This practice is rare among YouTube-centric media companies, as many do not offer such guarantees or make-goods, highlighting a unique approach in a medium characterized by infinite supply and complex viewership metrics.
Read at Digiday
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