Google’s video giant will provide a second round of funding to 30% to 40% of its original partners and will start notifying those getting more investment in the next few weeks. “Our biggest objective was to kick-start the ecosystem, to bring in great creators, to deepen our relationships with advertisers and to grow viewership,” said Global Head of Content Strategy Jamie Byrne.
In the first round, YouTube took a scattershot approach, funding 100 concepts from a wide variety of producers as well as a lot of mainstream celebrities. A year later, YouTube has a better feel for what worked, namely programming that appeals to a young demographic in genres like humor, music, cars and sports.
What didn’t work? A celebrity name attached wasn’t enough. Nor was simply creating content—however good it might be—and posting it to a channel. While channels failed for a lot of reasons, the ones that are succeeding have one common characteristic: they make building the audience as a priority.
App Booster is a software development kit (SDK) aimed at helping developers and publishers keep their users active and engaged within the app. It lets developers integrate a 2-way inbox, making it look like a native feature of the app and allows the developer to broadcast in-app notifications, in what Ohayon calls a “non-intrusive way”.