Break Free B2B Marketing: Eric Vanderburg of TCDI on The Changing Cybersecurity Landscape
For more than a decade our team at TopRank Marketing has fostered a potent community of leading influencers, developing close relationships with subject matter experts in a wide variety of industries.
When it comes to B2B influencer marketing, it’s only natural to wonder just what an industry influencer actually looks like?
In our third season of Break Free B2B Marketing video interviews, we’re continuing in-depth conversations with a powerful selection of top B2B influencers, and taking a close look at the issues that each expert is influential about in their industry.
Every successful B2B influencer has a rare mix of the 5 Ps — proficiency, personality, publishing, promotion, and popularity — as our CEO Lee Odden has outlined in “5 Key Traits of the Best B2B Influencers.”
Combining every one of these qualities and plenty more is Eric Vanderburg, vice president of cyber security at TCDI, who we’re thrilled to be profiling today.
Cybersecurity has always been a priority for smart B2B marketers and business owners, but it’s never been more of a concern than it is right now. In fact, a recent CSO survey has found that over 60% of small and medium business owners are more concerned now about security risks for their remote employees than they were at the beginning of the pandemic.
That fear isn’t without good cause. Phishing attacks are up. People are spending more time online than ever before — not just working, but shopping, chatting, browsing, and beyond. Potential pathways to risk are everywhere and that begs the question: how do you keep your employees and data safe?
Luckily, while there are a lot of risks out there, there are also industry experts leading the charge when it comes to avoiding them. Experts like Eric Vanderburg. Eric has made a name for himself helping equip businesses with the right tools and knowledge to keep their cybersecurity practices effective and up-to-date. That’s the reason why our Joshua Nite interviewed him for today’s new episode six of the Break Free B2B Marketing Interview series.
Break Free B2B Interview with Eric Vanderburg
If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.
- 3:01 – Cybersecurity progress separate from the pandemic
- 4:10 – What can remote workers do at home to support better security for their organizations?
- 5:27 – Are recent cybersecurity changes here to stay or are we going to regress to the mean?
- 7:01 – Any cybersecurity mistakes being made that should be addressed?
- 8:10 – What will the cybersecurity landscape look like when things start to open up again?
- 9:20 – What can executives or B2B leaders do to better plan for the future?
- 11:34 – How do you become a thought leader in the cybersecurity space and build an audience?
- 15:03 – Does having a large following ever get in the way of saying what you want to say?
- 18:56 – What makes Eric more (or less) likely to want to be involved in a project?
- 21:07 – Where can people find Eric if they want to get in touch?
Josh: Have you seen any people that were truly prepared for something like this to happen, or has it generally been folks in a bit of a scramble?
Eric: I wouldn’t say anybody’s been fully prepared — there’s been a little bit each company’s had to do. Some companies have been a little bit better prepared. On the technology side, they had what they needed to enable employees to work from home and have the security in place, and they had good procedures and training. But then, you know, they miss out on some other elements and communication breaks down. And now business email compromise was their downfall, or they got all the others and they didn’t do the training, or they had issues implementing the technology, and vulnerabilities or other issues allowed attackers in. So you know, there’s a lot of different things you have to do to be secure. And with this pandemic, it’s caused many companies to have to react. Unfortunately, when you’re reacting without necessarily having a plan in place, it introduces faults and errors.
Josh: We’ve talked a lot about — when we talk about the pandemic — how people’s five year plan suddenly became a five week plan or a five day plan. I can imagine there are just a ton of moving pieces that people had to consider as they move forward?
Eric: Yes, there really were these complete changes in the way we do business, and not one that companies necessarily plan for somewhere along the line — distributing the workforce and utilizing more contract work, or using us as part of their digital transformation. But others were just blindsided by the whole thing.
[bctt tweet=”“Unfortunately, when you’re reacting without necessarily having a plan in place, it introduces faults and errors.” — Eric Vanberburg @vtamethodman #BreakFreeB2B” username=”toprank”]Josh: Are you seeing that as some of these things are rolling out, that there are things that people are overlooking, or getting wrong, or making mistakes that you’d want to correct?
Eric: Yes, well, there’s quite a few. When a lot of companies that have employees who start working from home, many are using personal equipment, maybe they didn’t have a company device, or have a way of properly managing those. So we’ve had a huge influx out of BYOD — bring your own device — and some companies weren’t ready for that. They didn’t have a process in place that others were able to take care of with the right approach, either securing those devices with endpoint agents, or just taking the personal device, not really out of the mix, but connecting them into virtual desktops and keeping local resources. And that’s helped to secure it, and also giving them the same applications and everything else that they had when they were in the workplace.
Josh: I think you address pretty well some of the steps that people can take to solve some of these security issues. So let’s talk about when things are starting to open up again. What do you think that the cybersecurity landscape is going to look like as that starts to happen?
Eric: I think that we’re going to certainly have quite a few new players. I think we’re also going to have companies who are much more agile, or used to using some of those resources they are utilizing, which could be in addition to the regular workforce — a lot of other outside consultants or flex resources. We’re going to see fewer people in the office, and maybe some offices closing down and opening up other regional places because it’s easier to work remotely and to coordinate. Certainly a lot more use of technologies to help coordinate and share, your project management type tools and communication platforms and all that — those are have already seen a big surge. I think we’re going to see a lot more there.
[bctt tweet=”“We’re going to see fewer people in the office, and maybe some offices closing down and opening up other regional places because it’s easier to work remotely and to coordinate.” — Eric Vanberburg @vtamethodman #BreakFreeB2B” username=”toprank”]Keep your eye on the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Also check out episodes from season 1 and season 2.
Take your B2B marketing to new heights by checking out out previous season 3 episodes of Break Free B2B Marketing:
- Episode 1: Kevin L. Jackson, GC GlobalNet — The Future of Cloud Computing
- Episode 2: Tim Crawford, AVOA — The New Normal
- Episode 3: Oliver Christie, PertexaHealthTech — The Future of Artificial Intelligence
- Episode 4: Liam McIvor Martin, Time Doctor — Trends in Remote Work
- Episode 5: Sarah Barnes-Humphrey, SHIPZ — The Future of Supply Chain
The post Break Free B2B Marketing: Eric Vanderburg of TCDI on The Changing Cybersecurity Landscape appeared first on B2B Marketing Blog – TopRank®.
Career certificates and more ways we’re helping job seekers
At Google, our mission has always been to make sure that information serves everyone in important moments, whether it’s helping you find a COVID vaccine near you or get a new job that creates a better life for you and your family.
For Rey Justo, the last year has been full of important moments. When the pandemic hit, he lost his job installing fireplaces in Sacramento, Calif., and he and his family had to move in with his grandparents. He had always been interested in technology, so he enrolled in the Google IT Support Certificate through Merit America. After completing the program in three months, he was hired as an apprentice at Zennify, a computer software company.
With more businesses embracing digital ways of working, it’s estimated that 50% of all employees will need reskilling by 2025. As U.S. job growth returns with more people getting vaccinated, we are committed to ensuring that all Americans have the skills they need to benefit from greater economic opportunity. To help, today we’re announcing new efforts, including opening up enrollment for our latest career certificates, expanding our employer consortium, and introducing new tools to improve the job search.
Enroll now: More Google Career Certificates
Starting today, enrollment is open for our latest Google Career Certificates, in the fields of Data Analytics, Project Management, and User Experience (UX) Design. We’re also announcing a new Associate Android Developer Certification, which prepares learners for entry level jobs in Android development. With 1.3 million jobs open in these fields right now in the U.S., the opportunity is significant.
We’re also providing 100,000 scholarships to be distributed through nonprofits, workforce development boards, and other community organizations such as Per Scholas, NPower and Goodwill. And we’re working closely with the National Association of Workforce Boards to make sure that local workforce programs, one-stop centers, and community employers know how to refer local job seekers to these certificate programs, as well as connect graduates to local jobs.
These certificates have already been successful in bringing in more talent from groups traditionally underrepresented in tech: 53% of graduates of the IT Support Certificate in the U.S. have been female, Black, Latino or veterans. And 82% of graduates overall say the program helped them advance their career within six months, including getting a raise, finding a new job, or starting a new business.
Get hired: Expanding our consortium to 130+ employers
More than 130 employers have joined our employer consortium, eager to hire people who have earned these certificates. Graduates can share their resumes directly with employers like Anthem, Verizon, Bayer, Deloitte, SAP, and Better.com, who are joining Accenture, Walmart, Infosys and, of course, Google. We’re also partnering with Guild Education, which works with Fortune 1000 companies, to bring Google Career Certificates to help some of the country’s largest employers upskill their workforce.
Not only is Google hiring these certificate graduates, we’re using the certificates themselves to upskill and reskill Google teams, from IT support techs to data analysts. We’re also opening applications for Google’s apprenticeship program in our Career Certificate fields in addition to a few other professional tracks. We will hire hundreds of apprentices over the coming years to participate in on-the-job training and applied learning.
Globally, we’re sponsoring 100,000 scholarships for our Career Certificates in Europe, the Middle East and Africa. In India, we’re working to make certificates more accessible and launch an employer consortium. And in addition to our Career Certificates, today we’re also making our cloud computing, big data and machine learning trainings free for U.S. job seekers to help prepare for jobs in these high-growth fields.
Improving the Job Search experience
For many job seekers, it can be difficult to find open roles that match their experience and education. Over the past year, Google Search queries like “great jobs without a degree” spiked 850% in the U.S. Now when you search for “no degree jobs” in the U.S., you’ll see a new job carousel highlighting relevant opportunities near you. You can also filter by education and experience requirements, and there will be new labels on positions that do not mention degrees in their requirements. We’re also working with job sites — including Glassdoor, LinkedIn, ZipRecruiter, Snagajob and CareerBuilder — and U.S. employers to make education and experience requirements clearer on job postings.
OPPO Find X3 Pro: il primo con display e fotocamere da 1 miliardo di colori. Anteprima
La NASA rivela per errore come ha fatto a nascondere le sue missioni segrete
Questa foto d’archivio della NASA risale all’11 marzo 1971, esattamente cinquant’anni fa. Mostra l’astronauta lunare Dave Scott, al centro, nel New Mexico.
Questo spiega TUTTO.
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LG svela le nuove smart TV LG QNED Mini LED TV
LG ha presentato le collezione di TV del 2021 e tra i miglioramenti apportati alla linea TV OLED e le potenti smart TV NanoCell, l’azienda ha svelato anche le nuove tv top di gamma, la serie QNED Mini LED, definita da LG “il punto d’arrivo in termini di qualità d’immagine dei televisori LCD“.
MotoGP 21, primo filmato mostra il gameplay del gioco
Milestone e Dorna Sports S.L. hanno rilasciato il primo video di gameplay di MotoGP 21, il prossimo capitolo della famosa simulazione su due ruote che arriverà su PlayStation 4, PlayStation 5, Xbox One, Xbox Series X|S, Nintendo Switch, PC, Steam ed Epic Games Store a partire dal 22 Aprile 2021. Il titolo proporrà i roster e i circuiti ufficiali della stagione 2021 del mondiale di motociclismo, ma arricchirà l’offerta anche con una modalità che consentirà ai videogamer di rivivere la storia della MotoGP con più di 40 piloti e le loro moto iconiche.
LANCIATO IN ITALIA IL PASSAPORTO SANITARIO BASATO SU BLOCKCHAIN DI ALGORAND
PASSAPORTO SANITARIO ELETTRONICO l’app My Health Passport: IN ITALIA PRONTA ALL’USO UNA SOLUZIONE CHE UTILIZZA LA TECNOLOGIA BLOCKCHAIN Durante l’evento per l’inaugurazione di Hangar21 a Milano sono stati certificati per la prima volta su blockchain gli esiti dei tamponi effettuati a tutti i presenti, organizzatori, staff tecnico, ospiti e artisti. E dopo la presentazione presso l’ente europeo INATBA, ora la soluzione My Health Passport sarà portata all’attenzione delle istituzioni pubbliche e private sia italiane che internazionali…
L’articolo LANCIATO IN ITALIA IL PASSAPORTO SANITARIO BASATO SU BLOCKCHAIN DI ALGORAND scritto da YOUR_DIGITAL_VOICE! proviene da Assodigitale.
Lotteria degli scontrini: ci sono i primi 10 vincitori
L’Agenzia delle Dogane e Monopoli ha estratto i primi 10 vincitori della Lotteria degli scontrini, l’iniziativa che il governo Conte 2 ha promosso assieme al Cashback, ovvero il rimborso del 10% delle transazioni elettroniche fino ad un massimo di 150 euro. I primi 10 vincitori della lotteria degli scontrini, cui andranno 100mila euro ciascuno, dopo la pubblicazione dei codici vincenti sul profilo Twitter dell’Adm, saranno contattati tramite Pec o raccomandata tradizionale e dal momento della ricezione della stessa avranno a disposizione 90 giorni per riscuotere il premio.
OPPO presenta i nuovi smartphone della Find X3 Series
OPPO ha fatto le cose in grande per la nuova serie di smartphone in arrivo anche in Italia, la Find X3 Series, presentando tre diversi dispositivi che puntano a conquistare un’ampia fascia di pubblico, da utenti più esigenti che puntano ad avere il top di gamma con OPPO Find X3 Pro 5G a chi vuole caratteristiche di altissimo livello ad un prezzo più contenuto con la versione Lite, OPPO Find X3 Lite 5G.
Nuove soluzioni di formazione professionale per l’Europa, il Medio Oriente e l’Africa
La pandemia ci ha portati a cambiare le nostre abitudini su come e dove lavoriamo, e per questa ragione molti di noi potrebbero aver bisogno di acquisire nuove competenze o dover cambiare professione. Nel corso degli ultimi sei anni grazie a Grow With Google abbiamo contribuito a formare oltre 17 milioni di persone in Europa, Medio Oriente e Africa: oggi il nostro impegno continua con un ulteriore passo avanti in questa direzione, grazie alla collaborazione con enti specializzati e settore pubblico.
Ancor prima del diffondersi della pandemia, una ricerca condotta da Google e McKinsey mostrava come più di 90 milioni di lavoratori in Europa avessero necessità di sviluppare nuove competenze utili per la propria professione e, per circa 21 milioni di persone in Europa, si ipotizzava una perdita di occupazione in campi come l’agricoltura o la vendita al dettaglio, settori che già registravano un netto calo della domanda. La crisi sanitaria globale ha accelerato molte di queste previsioni: secondo McKinsey infatti ci sarà un incremento del 25% nel numero di persone che avrà necessità di trovare un nuovo lavoro dopo la pandemia. Molti lavoratori inoltre avranno bisogno di acquisire nuove competenze, poiché la crescita della domanda di manodopera riguarderà principalmente quei lavori che, sebbene abbiano salari più alti, richiedono un livello maggiore di specializzazione professionale.
Oggi annunciamo tre nuovi Google Career Certificates disponibili online su Coursera, che aiuteranno le persone a perfezionare e aumentare le proprie competenze in aree come IT Support, Project Management, UX Design e Data Analytics. Questi programmi low cost permetteranno di studiare online con i propri tempi, e aiuteranno quelle persone che potrebbero voler cambiare professione ma che non hanno il tempo o i mezzi per accedere all’istruzione tradizionale. I programmi possono essere completati in meno di sei mesi, non richiedono un’esperienza significativa o una laurea, e sono riconosciuti da esperti del settore e datori di lavoro.
Questi certificati aiutano a soddisfare la sempre maggior necessità da parte dei lavoratori di acquisire le competenze necessarie per ottenere un ottimo impiego. Nell’ultimo anno abbiamo riscontrato che la domanda nei confronti dell’apprendimento online è triplicata, sia perché molti lavoratori hanno perso il proprio impiego, sia perché le persone vogliono sviluppare le competenze che i datori di lavoro cercano oggi nei propri dipendenti, e continueranno a cercare in futuro.
Affrontare le sfide del futuro del lavoro richiede una collaborazione concreta tra governi, aziende e organizzazioni comunitarie. Per questo siamo orgogliosi di sostenere il Pact for Skills della Commissione Europea, e, come parte del nostro impegno nel supportare le persone a superare eventuali barriere all’istruzione, forniremo borse di studio per i certificati a 100.000 persone in tutta EMEA. Le borse di studio saranno distribuite attraverso le organizzazioni locali, come Fundae e SEPE in Spain, APDC e IEFP in Portogallo, il London Borough of Camden nel Regno Unito, OAED in Grecia, Czechitas in Repubblica Ceca e Slovacchia, Agency for Digital Development (ADD) in Marocco e RootHub in Nigeria. Annunceremo presto nuove collaborazioni che vedranno protagonisti altri paesi.
Tra le nostre priorità c’è anche quella di contrastare le disuguaglianze economiche e di genere che la pandemia ha purtroppo accentuato. I gruppi sottorappresentati, i lavoratori a basso reddito e le donne sono più esposti ai settori duramente colpiti come la ristorazione o l’hospitality, e sono quindi più a rischio di perdita del posto di lavoro. Inoltre, i lavoratori che hanno poche competenze informatiche e tecnologiche dovranno affrontare sfide peculiari, dal momento queste lacune porteranno maggiori difficoltà nel reinserimento nel mondo del lavoro. Google.org assegnerà 50.000 di queste borse di studio a persone provenienti da comunità svantaggiate, dando così la possibilità di accedervi a persone con diversi background.
Google.org attraverso un iniziale grant di 5 milioni di euro a INCO, un’organizzazione no profit globale, collaborerà con più di 50 organizzazioni no profit locali per fornire servizi come consulenza professionale, preparazione per un colloquio, voucher per l’assistenza all’infanzia e supporto linguistico. Tra queste organizzazioni c’è anche Riga Tech Girls, un’organizzazione lettone no profit guidata da donne che distribuirà borse di studio a donne svantaggiate per incrementare la presenza femminile nelle professioni nel settore tecnologico.
Se da un lato spesso le persone non riescono a trovare un lavoro perché non hanno le competenze idonee, allo stesso tempo è interessante notare che il 40% dei datori di lavoro in Europa fatica a trovare persone qualificate rispetto alle proprie esigenze. Unendo gli sforzi pubblici messi in campo dalla Commissione Europea, e non solo, per contribuire a colmare il divario di competenze ricercate dai datori di lavoro e quelle possedute dai lavoratori, ci impegniamo a riunire aziende e organizzazioni che, come noi, riconoscono i Google Career Certificates ed esprimono interesse nel ricevere candidature da chi li consegue. Una volta ottenuti certificati le persone potranno inoltre fare domanda per i nostri programmi di apprendistato.
La tecnologia deve supportare tutti, indipendentemente da dove si trovino, dall’etnia, dall’età o dal livello di scolarizzazione. I governi e le aziende devono ripensare alle modalità utili per fornire alle persone i mezzi necessari per abbattere le barriere all’apprendimento, investendo in partnership innovative. In caso contrario, purtroppo, le disuguaglianze continueranno a crescere. Ci auguriamo che grazie a questi sforzi e al supporto dei partner pubblici, sempre più persone abbiano la possibilità di sviluppare le competenze necessarie per crescere professionalmente grazie alla tecnologia.
Scritto da: Matt Brittin, President, Google Europe, Middle East and Africa
Job-training solutions in Europe, the Middle East and Africa
As the pandemic accelerates changes in how and where we work, many of us will need to upgrade our skills or even change careers. Today we’re announcing more help, in partnership with expert organizations and with the public sector, building on our experience in training over 17 million people in Europe, the Middle East and Africa over the last six years through Grow with Google.
Even before COVID-19, research by Google and McKinsey showed that more than 90 million European workers may need to develop significant new skills within their current roles, while up to 21 million may have to leave occupations with declining labor needs like agriculture or in-person retail. The global crisis has sped up many of these predicted changes: McKinsey now estimates that 25% more people in Europe may need to transition to new jobs after the pandemic. Many people will need to learn new skills, as almost all growth in labor demand will continue to be for higher skill, higher wage jobs.
Today, we are announcing three new Google Career Certificates available online on Coursera, which enable people to become job-ready for growing career areas such as IT Support, Project Management, UX Design and Data Analytics. These low-cost programs help people who want to learn online at their own pace, or who may want to change careers and don’t have the time or means to access traditional education. They can be completed in under six months, do not require relevant experience or a degree, and are recognized by industry experts and employers.
These certificates help meet surging demand by workers to get the skills they need to secure good jobs. At the start of the lockdowns, we saw atripling of demandfor online learning, and the interest has been mostly sustained throughout the year, as people need to find new jobs or learn new skills that employers are looking for today — and in the years ahead.
These certificates help meet surging demand by workers to get the skills they need to secure good jobs. In the last year, we’ve seen increased interest in online learning as more workers lose their jobs or as they seek the skills employers are looking for today — and in the years ahead.
Addressing the challenges of the future of work requires collaboration between governments, companies and community organizations. We are proud to support the European Commission’s Pact for Skills, and, as part of our commitment to help people overcome barriers to learning, we will provide scholarships for the certificates for 100,000 people in EMEA. Scholarships will be distributed through local organizations like Fundae and SEPE in Spain, APDC and IEFP in Portugal, the London Borough of Camden in the UK, OAED in Greece, Czechitas in Czech Republic and Slovakia, the Agency for Digital Development (ADD) in Morocco and RootHub in Nigeria. Additional local collaborations will be announced soon.
We’re also focused on ways to address gender and economic inequalities, which have been further widened by the pandemic. Underrepresented groups, low-income workers and women are more exposed to hard-hit sectors, like food service or hospitality, and are therefore more at risk of losing their jobs. Older workers without computer experience also face unique challenges as they struggle more to get back into work. Google.org will allocate 50,000 of these scholarships for people from underserved communities, providing access to people from all backgrounds.
Google.org through an initial €5 million grant to INCO, a global nonprofit organisation, will work with over 50 local nonprofits to provide services like career advice, interview preparation, childcare vouchers and language support. These organisations include Riga Tech Girls, a woman-led nonprofit in Latvia that will distribute scholarships to underprivileged women to help get more women into tech jobs.
While there are people that cannot find a job because they don’t have the right skills, 40% of employers in Europe also struggled to find qualified people. Joining policy efforts led by the European Commission and others to help bridge the skills gap between employers and workers, we’re committed to gathering companies and organizations who, like us, recognize the Google Career Certificates and openly express their interest in receiving applications from graduates. Certificate graduates can also apply for our apprenticeship programs.
Technology must help everyone, no matter their location, race, age or education level. Governments and companies must rethink how we equip people with new skills by removing barriers to learning and investing in innovative partnerships — otherwise these inequalities will only grow. We hope that with these new efforts and the support of our public sector partners, even more people can develop the skills to thrive and continue growing their careers through technology.
Twitter e Facebook nel mirino delle autorità russe
Da ieri, 10 marzo 2021, Twitter ha subìto un forte rallentamento sul 100% degli apparecchi mobili e sul 50% di quelli fissi in Russia. Lo ha annunciato Vadim Subbotin, vice capo del Roskomnadzor, il Servizio federale per la supervisione nella sfera della connessione e comunicazione di massa. Motivo? Secondo l’agenzia che controlla le telecomunicazioni nel Paese, la nota piattaforma social avrebbe ripetutamente violato le leggi russe in tema di pubblicazione – e successiva mancata rimozione – di contenuti giudicati illegali, nello specifico si parla di 3.000 post relativi a suicidio, droga e pornografia non censurati.
WhatsApp, scarpe Adidas in regalo? La nuova truffa
Attenzione a una nuova truffa che si sta diffondendo a macchia d’olio su WhatsApp: si riferisce a una presunta campagna di marketing di Adidas, lanciata in occasione dell’appena trascorsa Festa della Donna, secondo cui verrebbero regalate agli utenti un paio di scarpe. I vincitori avrebbero soltanto le spese per la spedizione a proprio carico.
WordPress 5.7 “Esperanza”, le novità
As CTV viewership surges, YouTube is people’s Main Stream
The last year marks a massive paradigm shift on the TV screen, as more people than ever turn to YouTube on connected TVs (CTV) not only to find happiness and be entertained, but to feel connected and fulfill their needs. Whether it’s leaning back with a good movie, dancing along to the hottest music video with roommates or finding their zen with a guided meditation, YouTube is people’s Main Stream — with over 120 million people streaming YouTube and YouTube TV on their TV screens in December 2020 in the US.1
Today we’re sharing new consumer trends and insights, and spotlighting new measurement solutions to help brands tap into the streaming boom on YouTube.
YouTube CTV watch time continues to grow fast
People are choosing to watch YouTube on connected TVs more than any other ad-supported platform because it has the content that is relevant to their lives and passions. According to Comscore, YouTube is #1 in reach and watch time among ad-supported streaming services, and is #1 in growth by watch hours over the past two years.2
This is driven in part by a new wave of viewers who choose to watch YouTube primarily on the TV screen. In December 2020, a quarter of logged-in YouTube CTV viewers watched content almost exclusively (more than 90%) on the TV screen.3 For brands, this underscores the importance of connected TV campaigns to reach larger and incremental audiences across YouTube, and engage audiences with bigger creative formats.