YouTube: The Newsstand of the 21st Century

It39s the home of the Car ampamp Driver PC World Cosmopolitan Scientific American People Christian Science Monitor and Hustler of our time amp160and so much more Some are more prominent than others Some are shrinkwrapped and out of the reach of childrenSo what amp160Well it39s simple There probably never was a reader that bought or read all of these much less an advertiser that placed their message in all of them So it was then so it is now It was a simple business as a reader deciding which to buy but a complicated business as an advertiser deciding which where when how many and how often to use in creating a media plan There39s no reason to think that it should be any easier nowWhen we bought ads in different magazines we thought about them uniquely Sometimes we did the same thing everywhere sometimes we did things very differently either because we bought more or less ads or we used different creative Sometimes we abandoned ads in favor of content integrations We made these choices because we wanted to use tactics that reflected the relationship between reader and publisher Sometimes we sought simple reach sometimes the passive association of adjacency and sometimes active endorsementA newsstand was a haystack made of needles YouTube is the same something for anyone and now and again something for everyoneThis leads us down the path to a new version of an old job Look at the brand look at the segments it serves find the channels in which it can find those segments and then create relevant messaging for all or anyamp160that represents potential return on investment and all the time search for common threads that drive efficiency and special cases that deserve madetomeasure solutionsSome of this we can do programmatically some by crafting solutions by hand amp160In doing so let39s be guests of the viewer not gate crashersamp160let39s be enablers not just Daddy Warbucks and let39s make our content as relevant to the creator and his or her audience as we canYouTube has smart machines How much smarter can we make them by reverting to a time of consideration and exceptionalismamp160amp160Man39s greatest gift to the machineFrom YouTube all we want is that A broad taxonomy of channels with clear content descriptions and audience quantification with the creamtopped gold list at the top and a quotmore like thesequotamp160tab belowIn my dreams I see a media planClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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YouTube: The Newsstand of the 21st Century

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Rob Norman

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YouTube: The Newsstand of the 21st Century

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