Google & YouTube
Date: Thursday, February 18, 2010
Location: UC-21
World’s largest entertainment platform
In 5 years, YouTube has become a global brand, known and used across the world. Everything has gone digital---online video viewing increased 35% year-over-year in 2008. 20 hours of video are uploaded every single minute, and 67% of marketers say that online video is a primary focus for marketing campaign. YouTube is the #1 online video site, and the #3 largest side on the internet.
User engagement
Consumer 2.0: Users get what they want, whenever and wherever they need it, however they choose to use it . . . and they tell others about it! This creates network effects! YouTube attracts self-selected viewers who want to watch the videos (not a push strategy).
Tomorrow's Advertising Today
YouTube operates in a crowded environment---continuous attention span of an adult can be as short as 8 seconds, and a person can be exposed to 3000 advertisements a day. YouTube offers targeting options based on demographics. YouTube is "not in the business of keeping the media companies alive. [It] [is] in the business of connecting with consumers" (VP Global Brand & Category & Category Management). Connecting with consumers is becoming an integral part of people's marketing strategies.
Tomorrow's Advertising Today
YouTube operates in a crowded environment---continuous attention span of an adult can be as short as 8 seconds, and a person can be exposed to 3000 advertisements a day. YouTube offers targeting options based on demographics. YouTube is "not in the business of keeping the media companies alive. [It] [is] in the business of connecting with consumers" (VP Global Brand & Category & Category Management). Connecting with consumers is becoming an integral part of people's marketing strategies.
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