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hey everyone so over the next couple of minutes im going to tackle the question will youtube replace tv advertising now we can already hear people getting really annoyed with me for suggesting this but bear with me and ill show you what i mean so let me set the scene globally tv advertising is worth about a hundred billion annually and from alphabets latest earnings report we can see that youtube advertising is going to hit about 25 billion this year and so still a big gap and but the context is global spending on linear tv advertising is in decline whereas over the last two years youtube advertising spend has doubled but how much people are spending on an advertising channel isnt a good enough signal of its future success so we need to look at each of these channels through the three pillars of what makes a great marketing channel and they are docHub how many people can we docHub and how often can we docHub them secondly its cost how much is it going to cost us to get in front of th