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YouTube to offer facilities and experts to help 100 advertisers to build content | YouTube to offer facilities and experts to help 100 advertisers to build content |
(4 months later) | |
YouTube is to start offering 100 major advertisers facilities and experts to help them build content for its video-sharing platform, in its biggest initiative to date to try and convince marketers to branch beyond TV advertising. | YouTube is to start offering 100 major advertisers facilities and experts to help them build content for its video-sharing platform, in its biggest initiative to date to try and convince marketers to branch beyond TV advertising. |
The Google-owned video sharing giant has signed up American Express, General Electric, Johnson & Johnson and PepsiCo as pilot brands, but expects to extend the new programme globally to work with 100 advertisers. | The Google-owned video sharing giant has signed up American Express, General Electric, Johnson & Johnson and PepsiCo as pilot brands, but expects to extend the new programme globally to work with 100 advertisers. |
"The type of creative experiences and what works well [on YouTube] | "The type of creative experiences and what works well [on YouTube] |
just can't be done on television," said Robert Kyncl, global head of content at YouTube, speaking at the Cannes International Festival of Creativity on Thursday. | just can't be done on television," said Robert Kyncl, global head of content at YouTube, speaking at the Cannes International Festival of Creativity on Thursday. |
"YouTube can go beyond the 30-second spot, you can be the entire show.[TV ads] don't have the creative freedom, can't have the two-way conversation and don't have the sharing … the amplification effect [content] receives on YouTube." | "YouTube can go beyond the 30-second spot, you can be the entire show.[TV ads] don't have the creative freedom, can't have the two-way conversation and don't have the sharing … the amplification effect [content] receives on YouTube." |
The initiative is an expansion of the technical and strategic support YouTube offers to top content creators – it launched a partner programme in 2007 to help build the popularity of its most popular users such as Marquese "Nonstop" Scott, a street dancer with a cult following who has gone on to appearing ads for brands including Peugeot 208 . | The initiative is an expansion of the technical and strategic support YouTube offers to top content creators – it launched a partner programme in 2007 to help build the popularity of its most popular users such as Marquese "Nonstop" Scott, a street dancer with a cult following who has gone on to appearing ads for brands including Peugeot 208 . |
The programme now has more than 1 million top content creators, managed by hundreds of YouTube executives. | The programme now has more than 1 million top content creators, managed by hundreds of YouTube executives. |
"Advertisers will receive the same white glove treatment as top content creators do," said Kyncl. "Each brand will be treated just like a content partner, be assigned a content partner manager who will help them manage their channels, devise content strategies and advise the on audience development." | "Advertisers will receive the same white glove treatment as top content creators do," said Kyncl. "Each brand will be treated just like a content partner, be assigned a content partner manager who will help them manage their channels, devise content strategies and advise the on audience development." |
Kyncl, supported by presentations from brands including Dove and TopShop, outlined strategies where YouTube was positioned as a superior medium to TV advertising. | Kyncl, supported by presentations from brands including Dove and TopShop, outlined strategies where YouTube was positioned as a superior medium to TV advertising. |
However speaking to the Guardian, Kyncl denied that YouTube's goal was to get advertisers to funnel their budgets away from television. | However speaking to the Guardian, Kyncl denied that YouTube's goal was to get advertisers to funnel their budgets away from television. |
"Advertisers working with creative agencies are generally used to doing fewer [TV ads] at a higher cost," he said. "We're talking about creating an ongoing conversation with audiences. Not just [TV ads] four times a year. Advertisers need to rethink their cost structure, it is practical to produce many more ads through YouTube. It is about working like a content creator and not just an advertiser." | "Advertisers working with creative agencies are generally used to doing fewer [TV ads] at a higher cost," he said. "We're talking about creating an ongoing conversation with audiences. Not just [TV ads] four times a year. Advertisers need to rethink their cost structure, it is practical to produce many more ads through YouTube. It is about working like a content creator and not just an advertiser." |
The four pilot advertisers will start working with YouTube in September in a week-long creative workshop run at its offices in Los Angeles. | The four pilot advertisers will start working with YouTube in September in a week-long creative workshop run at its offices in Los Angeles. |
The programme is expected to be extended to about 100 advertisers by the end of next year. | The programme is expected to be extended to about 100 advertisers by the end of next year. |
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