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Youtube Branded Content

Google to promote 'YouTubers' with TV, OOH and print campaign

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By Jennifer Faull, Deputy Editor

April 15, 2014 | 2 min read

YouTube is planning to launch an ad campaign to make promote its highest subscribed channels and the talent - dubbed 'YouTubers' - behind them.

Speaking to AdAge, newly-named CEO Susan Wojcicki revealed that YouTube is planning to promote its shows in the same way major TV broadcasters do, with a media buy including TV, OOH, subway wraps and print space.

Explaining the move, Wojcicki said: "Think of the last TV show you watched, it was probably marketed to you in some way. If you look at our top creators, they have a lot of subscribers; it's all categories like entertainment, health and beauty, food, cooking, and yet I think a lot of times advertisers and users don't know about these channels.”

So YouTube is approaching it the way a TV broadcaster would promote shows and their stars – by launching a mass-awareness ad campaign.

Rosanna Pansino – a YouTube chef with 1.5m subscribers to her channel - Michelle Phan – a beauty blogger with six million subscribers – and Bethany Mota – a fashion blogger with 5.7m subscribers – will be the first set of YouTubers to appear in TV and OOH ads in New York and Chicago as well as in the pages of Teen Vogue, Seventeen and Entertainment Weekly.

Others will follow throughout the course of the year.

The ads were developed by YouTube's agency Co:Collective.

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