YouTube has released its highly anticipated new channel design, “One Channel” (formerly code-named “Hitchhiker”). One Channel automatically optimizes the viewer experience for every screen, serving today’s mobile, multi-channel audience. Additionally, it delivers new features for deeper engagement.
Earlier in the year, YouTube previewed the new format with several sample channels including Head & Shoulders’ “Deep Like Troy” enabled by Thismoment DEC–the only advertiser-sponsored, non-Google channel in the preview.
One Channel offers both Channel creators and viewers important benefits. Like any significant, strategic platform evolution, it also prompts questions.
Q. Is this really a big deal?
A. Yes. The introduction of responsive design coupled with YouTube’s channel-centric “new look” launched in December aligns with profound video consumption behavioral shifts and expands engagement opportunities for brands. In leading mobile markets like South Korea, mobile now represents as much as 50% of YouTube’s view traffic, and channel subscribers consume twice as much content as non-subscribers.
Q. Why is the new format good for everyone?
A. Content and functionality will dynamically adjust to different devices. Google explains, “Your new channel will look good everywhere–laptops, phones, tablets, TVs, refrigerators, or any place with pixels.” That’s better for brand channel publishers and their audiences.
Q. What else changes?
A. Channel creators may now target non-subscribers and subscribers with different content, curate playlists, and choose from multiple page layouts.
Q. Will my brand channel experience and/or performance be impacted?
A. No.
Q. How exactly is the page architecture changing?
A. Pages are converting from a traditional, fixed width iFrame interface to a responsive template that automatically adapts to different screen resolutions.
Q. When will my Thismoment Basic DEC-powered brand channel be converted?
A. The Thismoment team is in the process of prioritizing and scheduling the responsive template conversion of all DECs. Our goal is to have all Basic DEC customers converted by the One Channel forced upgrade in June, but will leverage a fixed width override feature in case some DECs take a little longer to migrate (see next question for more about feature).
Q. What if my custom brand channel is a Premium DEC with a highly customized front-end experience?
A. Don’t worry, YouTube has built a mechanism to support customized, fixed-width gadgets through the end of 2013. As such, we’re working to upgrade all customized, Premium channels to YouTube’s new format by the end of 2013. Your Thismoment Account Manager will be in touch to communicate exact details and timing.
Q. What if one of my gadgets stop displaying correctly?
A. Per above, immediately reach out to your Google seller or Thismoment Account Manager to correct the issue.
Q. Will I be able to default all users, even non-subscribers, to my custom gadget tab when they arrive at my brand channel?
A. Yes. Once your channel has been updated to the new One Channel design you will have access to a “vanity URL override” function in your channel settings. This will allow you to default all brand channel traffic to your Thismoment Basic or Premium DEC tab.
Q. What if I have more questions?
A. Contact your Thismoment Account Manager, Google Seller or support@thismoment.com.
As a charter member of the Google Engagement Solutions Developer Program, we are proud to see and support continued platform innovation from Google.
Chris McGarry
- VP, Product Marketing
