Magazine article Marketing

Opinion: Marketing Society Forum - How Valuable Will YouTube Be to Marketers?

Magazine article Marketing

Opinion: Marketing Society Forum - How Valuable Will YouTube Be to Marketers?

Article excerpt

Google's pounds 883m purchase of video-sharing site YouTube will expand the online options for advertisers, offering a monthly audience 72m strong.

NORM JOHNSTON, MANAGING DIRECTOR, MODEM MEDIA

YouTube is a brand and platform that is populated entirely by user-generated content.

New owner Google will be able to build on this, as it has the facility to link more customers together based on interests, and build sophisticated consumer profiles. This gives marketers the chance to talk to consumers in a place where they choose to spend time.

The challenge for agencies is to do it in an engaging way that offers real value in terms of entertainment and information. Our client Hewlett-Packard has seeded user-generated versions of its ads on YouTube and urged others to create their own too. This is helping to transform brand perceptions among a younger audience.

GUY PHILLIPSON, CHIEF EXECUTIVE, INTERNET ADVERTISING BUREAU

YouTube already carries traditional display ads, but it presents another chance for marketers to build their brands online.

Increasingly, YouTube will secure deals with the big film studios to provide premium full-length content, making it a key destination for video on demand and IPTV.

Essentially, it's TV on a smaller scale - which marketers understand - and some brands are already testing the water. VW, for instance, has been running an 'Unpimp my ride' campaign, which has seen it upload alternative versions of its ads to the site, generating a huge response.

Ultimately, success will favour those that understand how to turn advertising into social currency. …

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