Culture

by Mike Masnick




Advertising Is Content... In The YouTube Era

from the rethinking-advertising dept

For many years, we've been discussing that ads are content and that content are ads -- and thinking that the two are somehow separate limits your business model options. A few weeks back, at the Mesh Conference, someone asked the panel I was on how advertising would evolve on YouTube. Specifically, they seemed to want to know if there would be preroll or postroll ads to monetize YouTube. My response was that's the wrong way of thinking about it. Most of the content on YouTube is an advertisement in some form -- whether on purpose or not. It could be an ad for the person in the video or the maker of the video. Or, it could be an advertisement for something else. Take, for example, the case of the now quite famous Dove ad. They created video ad and tossed it up on YouTube where it's received tremendous attention. The whole thing cost Dove about $50,000 and got them a ridiculous amount of exposure. Dove isn't complaining that people are viewing their "content" for free online. They're recognizing that it helps to sell other products.

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  1. identicon
    Shohat, 13 Jun 2007 @ 11:15pm

    You are forgetting something again

    Youtube is a very small platform to advertise on, and many of it's visitors are from a very certain demographic.

    It's a nice small cute gimmick move to advertise on Youtube, probably to please the "hip" 30 yearold blogger marketing VP on the board, just to shove it in his face later on, that the video received only 4 million views in a whole year, meaning around 11k views a day, which is less than a fart in Dove's advertising goals.
    "Here's your microscopic success... erm.. thingy...It's name is Flooph. Now go to your corner"
    Flooph* - hip Web2.0 buzz-generating microscopic success thingy.

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