The Next Chapter of Video Advertising - Andy Leinicke-Brickwire

On Friday The New York Times published an interesting article about how YouTube plans to engage brand advertisers At Red Bricks Media this coverage seems like old news we39ve been using YouTube ad products such as promoted videos to promote our clients39 videos for years The article mentions that YouTube selected Lucas Watson formerly of Procter and Gamble as its VP of online video global sales Clearly it is aiming to receive more branding budget in coming yearsSince YouTube isn39t yet a destination for professional content it doesn39t receive the kind of bigbudget ad spots people need to endure while trying to watch broadcast TV But a small number of advertisers have discovered that YouTube can indeed be a natural home for professional content and a new source of brand engagement that you just can39t find offlineFor example The New York Times mentions the advertiser GoPro which manufactures digital cameras GoPro has curated clips generated with its devices and promotes them in YouTube In one particular case a GoPro user filmed a Ewe tackling an unfortunate mountain bikerThis strategy is a perfect example of how internet advertising can39t force content upon audiences Online it39s necessary to blend paid and earned advertising for brands to initiate relationships Some advertisers have already begun to make this interaction happen Not with contrived usergenerated schemes but with professionally produced video content of their ownAs a former climber I still follow events in alpinism The video production company Sender Films recently released a clip of Ueli Steck a Swiss climber who is part of a modern renaissance in athleticism and performance The video uses contemporary film techniques to display the risk thrill solitude and exceptionalism of Ueli39s adventure Shot in an updated National Geographic style the clip has accumulated over 16MM views A promotion for a fulllength film which is sponsored by endemic advertisers such as The North Face this video has taken on a life of its own How could sponsors not have taken advantage of the online views generated in YouTube The reach they will get for the feature sponsorship is minimal by comparison All these advertisers needed to do was tastefully insert a logo or identity sequence at the opening of the promotional clipThe historical advertising model distracts audiences from their real mission of the moment watching the game reality show or sitcom that happens to be playing In contrast with the new model unfolding right now through vehicles such as YouTube advertisers have the opportunity to start a relationship with audiences based on shared values causes or interests The old model scales easily you can easily buy thousands of impressions in broadcast advertising But how much do those impressions really matterWe call on advertisers to look past the kittens talking dogs and skateboarding accidents that made YouTube famous years ago Rather think of YouTube as a forum in which to connect to markets in ways that weren39t previously possibleAndy Leinicke is Media Director at RBM He manages all aspects of our Paid Search Practice Andy is in charge of organizing developing and overseeing every aspect of a campaign from message and testing strategy to media buying and segmentation He can be reached at aleinickeredbricksmediacom Read all Andy39s MediaBizBloggers commentaries at The BrickwireCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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The Next Chapter of Video Advertising - Andy Leinicke-Brickwire

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