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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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