Official Blog
Broadcast Yourself
Curator of the month: Ad Age
Tuesday, April 6, 2010
We're pleased to have
Ad Age
curating the YouTube homepage today, in a spotlight that celebrates the creative revolution going on now in the advertising and marketing business. In other words, these are ads you won't want to miss. Ad Age
digital lead Michael Learmonth and Creativity managing editor Ann Diaz
explain further in the video and guest post below:
We, in the business press, love to obsess over YouTube's business model, whether it can make money from the world's video through advertising. But today Advertising Age is curating the front page of YouTube to help tell an even bigger story, and that's YouTube's impact on advertising itself.
Once, TV ads were pretty much foisted on the public. Turn on the TV, and they were there. Some were great; most were not. Indeed, in some TV ads the intent is to annoy and grab the attention of a passive public. Enter YouTube. And while all of that is still true, the marketing world now has another powerful, democratic vehicle to reach a TV-sized audience. But there's a catch: the ad has to be something people want to watch.
Each day, YouTube is a global referendum on the world's video, and ads are very much a part of that mix. TV ads have always had the power of sight, sound and motion; now, to reach an audience in an on-demand world, they also have to delight, entertain and tell a story. That has inspired a creative revolution in the advertising and marketing business, just as it has in entertainment and attracted new talent to the industry. It has also refocused the industry away from obsessing over who's skipping the ads to producing ads no one wants to skip. Just like you can buy a 30-second spot on TV, you can also buy media on YouTube, but you can also earn an audience there, and increasingly ads, both made for the web and for TV, attempt to do just that.
Witness the Super Bowl advertisers, on the hook to the tune of $100,000 a second for time in the big game, increasingly gear their campaigns to live on on YouTube after its over. Or, take
Evian's "Live Young"
aka the "rollerskating babies," which never appeared on TV but have been passed around and watched more than 71 million times over the past year. The beauty of what works on the web is that there are no hard and fast rules. Ad Age picked some of the best of the recent best with a big hat tip to our sister pub, Creativity. It's true that YouTube sells ads. But it's also true YouTube has made advertising better. Take a
look
.
Michael Learmonth, Advertising Age, and Ann Diaz, Creativity
Labels
3D
4k
accessibility
account info
activism
ads
africa
annotations
arts
awards
benefit
betas
bizblog
blogs
bulletins
buzz
captions
celebrity playlists
channels
chrome
citizen journalism
citizen reporting
citizentube
comedy
comments
community
community guidelines
contests
creator's corner
creators
curators
customization
dance
design
discovery
doodle
editor
education
embeds
entertainment
events
facebook
film
flagging
gaming
gmail
google
google tv
government
grants
groups
guidelines
hd
help center
holidays
homepage
howto
inspiration
investment
jobs
journalism
life in a day
live stream
marketing
meetups
mobile
moderator
movies
music
musicians wanted
news
nonprofits
open-source
partners
playlists
policy
politics
privacy
product update
quicklist
ratings
rentals
research
safety
science and technology
screening room
search
sharing
shows
social networks
sports
staff
stats and data
store
subscriptions
tags
test tube
travel
trends
tv
twitter
upload
vevo
video editing
video production
video volunteers
viral video
youtube api
youtube direct
Archive
2017
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2016
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2015
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2014
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2013
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2012
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2011
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2010
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2009
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2008
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2007
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2006
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2005
Dec
Nov
Oct
Sep
Aug
Jul
Feed
YouTube
on
Follow @youtube
Follow
Learn more in the
YouTube Help Center
.
Follow