YouTube to show ads on non-monetized videos: Monday’s daily brief

Good morning, Marketers, and email marketers especially.

We’re excited to be launching the 2021 edition of the Email Periodic Table on MarTech next week. If you don’t remember it, it breaks down the principles of email optimization and deliverability and represents them symbolically in a version of the chemical periodic table. What’s more, it identifies the toxins and traps to be avoided in a successful email marketing strategy.

A lot has changed since the last edition (2019), including the steady growth of regulation, and the availability of new, interactive content elements. We’re curious about what has changed in email marketing for you over the past year. Have you needed to change things up to maintain deliverability, especially during the pandemic when email has been such an important channel? Have you introduced interactive content? Have you looked seriously at BIMI?

We’d love to talk to you about any and all of the above. If you’re interested in sharing your story, please let me know: [email protected].

Kim Davis

Editorial Director

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How agile marketers can work with other teams to improve customer experience 

“Most of us know that agile began in software development, but companies are just beginning to realize the need for Business Agility,” writes agile coach Stacey Ackerman in the latest in her series on agile marketing. “Marketers need to be able to collaborate not just within their own area, but with other key business areas such as sales, customer service and product development.”

Business Agility is defined as a set of organizational capabilities, behaviors, and ways of working that affords the freedom, flexibility, and resilience to achieve its purpose. An easier way to think about is to think of the three sides of a triangle (the strongest shape).

In this case, the sides likely come from the marketing, sales and customer success team, although you might want to add a fourth from product development (make it a square?). In agile software development, there’s the concept of a software developer, tester and business analyst working together to fully understand how they’re going to solve a problem. It’s a concept worth importing into the agile marketing environment.

Also, you can try sending a member of the marketing team to the weekly sales meeting (a different member each week), and vice versa. “Business agility is all about everyone in the company best serving the customer, so finding easy, lightweight approaches to building in cross-team collaboration will result in a better overall customer experience.”

Read more here.

YouTube to start showing ads on non-monetized videos

Starting June 1, YouTube’s terms of service are officially changing. The announcement includes the addition of YouTube’s “Right to Monetize,” which means they will begin running ads on some non-monetized videos.

This means that if you’re not part of the YouTube Partner Program (YPP), YouTube still reserves the right to run ads on your videos. The program is scheduled to roll out globally beginning in June.

Along with removing the choice for ads to run on your videos and channel, YouTube will not share the profits from ads if you’re not part of their Partner Program: “Channels that aren’t in YPP won’t receive a share of the revenue from these ads, though still have the opportunity to apply for YPP as they normally would once they meet the eligibility requirements,” according to the community post.

Eligibility requirements to join YPP include the following:

1. Follow all the YouTube monetization policies.
2. Live in a country/region where the YouTube Partner Program is available.
3. Have more than 4,000 valid public watch hours in the last 12 months.
4. Have more than 1,000 subscribers.
5. Have a linked AdSense account.

Channels without these requirements could have their popular videos monetized without the chance to get a cut of the revenue. 

Why we care. This could be a big deal for businesses that haven’t monetized their channels or individual videos. If your brand made the choice not to join the YPP because you want to keep your company videos ad-free, you may want to audit where your YouTube embedded videos exist across campaigns and websites and switch to a paid provider with no ads. There’s no telling if a competitor ad could show up on your non-monetized brand video.

Do you miss your old office? 

The pandemic has many employees wishing they were back to the office, according to a new Future of Work survey conducted by programmatic research technology platform Lucid. A full 40% of over 300 respondents expressed their wish to return to 100% in-person work if that’s possible, long-term.

As the job market heats up, especially for marketing ops and related positions, here is how the workforce feels about some other work issues:

• 53% of respondents think this year’s graduates are prepared for the virtual job hunt;
• 40% have changed their mind on their intended career path since the start of the pandemic;
• 48% would currently consider relocating for a job opportunity; and
• 48% say their salary expectations have changed since the start of the pandemic.

Why we care. There has been a lot of soul-searching over the last 15 months, as shown in the 40% of respondents who decided to switch careers. How many of those people will want to go back to remote work after a few months of in-person meetings and long commutes? The mantra so far has been that many of the recent changes are permanent. This survey keeps the question open: how much do we really know about the new normal when it finally arrives? What surprises are still ahead?

Quote of the day

“Majority of the marketing questions I see within companies don’t actually have to do with creative marketing challenges. They have to do with internal challenges. Misaligned incentives. Company history/politics. The ‘way we’ve always done it.’ Teams/people that aren’t working together.” Dave Gerhardt, CMO, Privy