Magazine article Marketing

YouTube Eyes Lead in Web-Enabled TV Battle

Magazine article Marketing

YouTube Eyes Lead in Web-Enabled TV Battle

Article excerpt

The video-sharing site has set out its stall with its first ad push.

YouTube is aiming to steal a march in the race to bring online content to TV in 2010, by launching its first advertising campaign.

The push for the video-sharing site carries the strapline 'YouTube's got TV' and will run on bus-sides, Tube panels and as full-page print ads.

It will precede the introduction in 2010 of next-generation internet-enabled TV sets by several manufacturers, including additions to Sony's Bravia range, which will carry expanded web technology.

Building a presence

YouTube's ad campaign follows a recent deal with Channel 4 to host full-length TV shows including Peep Show, Hollyoaks, The F Word, The Inbetweeners and Jamie at Home.

The site also has deals to show selected content from BBC Worldwide, Turner Broadcasting and ITN, among others.

Some of this content already carries advertising; Channel 4's programming, for example, includes ads from brands such as Virgin Media, Universal, Orange, Samsung and Pepsi.

As YouTube continues to acquire more content, its attraction for viewers is likely to grow accordingly.

However, Rhys McLachlan, head of broadcast implementation futures at MediaCom, says that although online TV is the future of broadcasting, the transition will take time.

'Most people watch the same six channels on TV and will flick if there is nothing on those channels,' he adds. 'Putting TV content online won't stop this regular viewing, but it could collapse the long tail. …

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