YouTube: Advertising Redefined

Speaker:

Jan Grønbech
Country Director
Google Norway AS.
Jan Grønbech joined Google almost nine years ago and has led their business in Norway from being an outsider to becoming the most important advertising channel in the Norwegian media landscape. From 1998 to 2002 he was managing director for DoubleClick Norway, which he also founded.


100 hours of video is uploaded to YouTube every minute. Without YouTube, Lady Gaga may not be as popular as she is, nobody may know who Felix Baumgartner is. People now make careers as YouTubers too – including Marcus Butler who, within a year, went from an apprentice plumber to having 2.3m followers on YouTube. Here’s Felix’s famous freefall:

“We ain’t seen nothing yet” though. Think of a grain of rice doubling, then doubling again and again and so on on a chess board. Right now, we’re approximately “square 20″ on this chessboard which means there’s plenty more coming our way…

Media is all about frequency and you’ll only reach 40% of people watching television – meaning that newspaper / DM and online advertising increases this reach but also the cost per reach % becomes cheaper. YouTube makes this great for advertisers via TrueView with the “skip ad” link. Advertisers only pay if you see the whole ad, and companies will pay more for that luxury. If you drop the idea of ambushing people’s attention by shoving videos down your throat, this will not relate any way as well as someone who WANTS to watch the advert.

YouTube is all about having a problem that watching a video will fix. You can find an answer to everything on YouTube. I’ll leave you with one video…

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