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06 Apr 08

Getting Engaged: Advertisers Search for Their Voices on YouTube

Advertisers are already showing lack of creativity on YouTube, defaulting to the "safe" choice of pre-roll ads and sponsored contests. As this article notes, many of those campaigns underperform. To be successful on YouTube, you need to step outside your comfort zone and design content for the young audience.

knowledge.wharton.upenn.edu/article.cfm - Preview

daily_reading youtube advertising

  • Century 21 Real Estate, based in Parsippany, N.J., launched a video-contest channel on YouTube in mid-March. The idea is for home-sellers and their agents to collaborate on a video tour of the for-sale property "using humor and creativity." The winner, to be announced in May, will take home $21,000 and an HDTV. Although the company raised expectations by touting the contest as the "Housing Industry's First Branded YouTube Channel," its introductory video hasn't seemed to inspire much reaction: The contest channel currently features only four submissions. A viewer's comment on one sample video posted by Century 21 itself stated: "This [video] is an excellent way not to sell this home."
  • When Bell's firm launched a new anti-aging lotion for Johnson & Johnson's Aveeno brand, it built on the work of 3-D British chalk artist Julian Beever. A time-lapse video of Beever creating one of his trademark trompe-l'oeil drawings in New York's Union Square, which included the Aveeno logo, has resulted in more than 1.2 million views on multiple video channels, says Bell. "We listened to an existing conversation among fans of the artists and gave them something of value. That's what got them talking and sharing."  
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