Look Who's Advertising on YouTube's Homepage Now: VISA/Toy Story 3 and Xbox's KinectThursday, June 17, 2010, 10:26 AM ET posted by: Will Richmond Want a sense of just how far YouTube has evolved from its scruffy user-generated roots to a premier site for big brand launches? Then head over to YouTube.com now and you'll see huge rotating rich media campaigns running for VISA, with a tie-in for the new Disney/Pixar film Toy Story 3 (opening tomorrow) and for Xbox's new Kinect motion-sensing feature (the "Wii-killer" unveiled earlier this week at E3). From a brand launch perspective, these are about as big as they get, with huge money and franchises at stake for all of the companies involved, not to mention the positive or negative career impact for the marketers driving the media strategies at these companies. The fact that both are advertising prominently on YouTube says volumes about the site's importance in the online advertising world and its evolution from its UGC start. It wasn't that long ago when YouTube was derided an un-monetizable jumble of amateurish clips. It's also worth noting that, as best I can tell, neither the Kinect nor VISA/Toy Story 3 campaigns are running on Yahoo, AOL or MSN right now, the traditional online homes for big brand launches. Now imagine when YouTube is available on TVs via Google TV and you get a sense of just how important YouTube is going to be, and how strategic it has become for Google which is trying to expand beyond search ads.   What do you think? Post a comment now (no sign-in required). Categories: Advertising, Aggregators Related Analyses: Tags: 5 Comments posted |
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tonyjproductions@hotmail.com
It was only a few years back, we all had the privilege of putting up our own website for the world. We may still have it, but to get any traffic, I always hear from SEO "experts" that you should 'piggyback' on YouTube to have any chance of directing traffic to your site.
Even that has evolved to simply placing your content on YouTube, and forget your own site! I'm not sure I like where this is headed.
Apparently $400,000 according to interpublic group's magna forecast.
http://news.tubefilter.tv/2009/12/22/take-over-youtube-homepage-its-only-400000/
@Tony, I think it really depends. The thing about Youtube is that it's the closest thing to a broadcast reach for web video. So, yeah, if you're trying to get videos consumer facing, your best bet is to at least seed it through Youtube. Saying that, many indie/smaller online video networks are doing great as well -- with higher CPMs for content producers.
I think it all really depends on your use. For instance, if you're a B2B company using video to raise awareness about your product--even though it might make good SEO sense, you might want to find a more effective way to get reach such as targeted advertisements.
Overall, this posts surprises me. Have you not seen Nike and a ton more HUGE brands on YouTube over the past year +? Perhaps you never go there. There is a reason that they are there. YouTube gets far more traffic than aol, or msn.
I feel like Im reading a post about the "Internet" from an old-school newspaper executive.
http://www.videonuze.com/static.php?page=willrichmond
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