YouTube courts brands with new advertisements for creators

YouTube courts brands with new advertisements for creators

YouTube has launched a new advertising campaign... to persuade brands to spend more on advertising campaigns that run on YouTube.

Google's online-video service is courting brands after the controversies earlier this year around ads being placed next to objectionable content, including videos promoting terrorism.

According to AdAge, the new campaign aims to persuade brands that they can reach "young parents, gamers, sports fans and Gen Xers" on YouTube.

"Advertisers know that millennials and teens, for example, are highly engaged on YouTube, but they might not be aware of what other audiences are doing," said a spokesperson.

The campaign will run for six weeks, tying in with New York's Advertising Week conference. Physical billboards will be complemented by digital advertising for channels including Dude Perfect and Princess Hairstyles, as well as YouTubers Lucas B, Gigi Gorgeous and Jackie Aina.

One of the other goals of the new campaign is to persuade brands of the merits of the six-second pre-roll ads that have started running on YouTube this year, with AdAge noting that some marketers remain concerned about such a short length.

While the campaign's main goal is to persuade advertisers to spend more budget on YouTube's ad formats, it will also be a welcome boost for the featured creators and channels as they continue to strike their own deals with brands.

Contributing Editor

Stuart is a freelance journalist and blogger who's been getting paid to write stuff since 1998. In that time, he's focused on topics ranging from Sega's Dreamcast console to robots. That's what you call versatility. (Or a short attention span.)


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