Google’s YouTube overtures gain traction among marketers refocusing on brand investments

YouTube has been making overtures to agencies and brand advertisers in the hope they’ll increase their media investments with the Google-owned video platform.

The platform’s execs have been underlining YouTube’s new position at the top of the TV pyramid in conversations with media buyers, while emphasizing ad products like Peak Points and YouTube Select, as well as its TikTok competitor Shorts.

“Everything in the sales pitch from Google right now to agencies is YouTube, YouTube, YouTube,” said Kris Tait, chief business officer at media agency Croud. He didn’t reveal specific figures, but told Digiday that spending by Croud’s clients on YouTube had risen almost 50% in the first half of 2025. Neither company responded to requests for comment.

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