Archive for the ‘AdAge’ Category
Reflecting the power that YouTube has in terms of video content distribution AdvertisingAge has created a YouTube channel to track and report on what is happening. As AdAge says…
“….No more are TV ads simply foisted on the public. Increasingly, brands and agencies are focusing less on what is being skipped on TV and more on creating ads people really want to watch. YouTube is a daily referendum on the world’s video, and increasingly ads are part of that mix. Not only to ads build TV-sized audiences on YouTube, these are audiences that actively seek out the content, giving brands incredible engagement with consumers….”
Personally I would express the last few words differently. YouTube appeals to the video engaged generation and gives content generators (brands) a powerful platform to extend that engagement into a relationship. For a brand to be really successful they have to take search and consumption to another level. To encourage consumers to engage with the brand beyond what passive TV could ever offer. Video is largely consumed on internet connected devices so the ads could be linked to microsites for more information, interactive games, instant discounts on products or cross-promotion. It could even crowdsource feedback and voting or alternative content ideas or competitions.