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Direct Response Marketing

YouTube Unveils Ad Campaign Targeting the Ad World

13 Sep, 2017 By: Doug McPherson


SAN BRUNO, Calif. – YouTube is running its first ad campaign designed to persuade advertisers to spend their money on the video service.

The video ads, some of which are six seconds, started running on YouTube, Twitter, LinkedIn, and more last week, promoting a lineup of YouTube video creators to highlight the audiences advertisers can expect to find beyond just millennials and Generation Z, such as young parents, gamers, sports fans, and Gen Xers.

One ad includes a clip of “Popeye” with a stat: “75% of Gen Xers have watched YouTube for nostalgia.” Each ad has its own statistic from a study YouTube conducted with Ipsos. Another example: “80% of millennials’ parents turn to the site for tips.”

YouTube developed the campaign with agencies Anomaly, R/GA, Kornhaber Brown, and C42D.

The campaign will run for six weeks, and also will showcase billboards and posters timed to Advertising Week in New York at month’s end, including outdoor advertising near venues and agency offices.

Insiders say YouTube’s plan is to eventually phase out longer ads – which viewers find obtrusive – in favor of shorter, more efficient spots.

Some say the campaign was spurred by YouTube’s flub of connecting ads with objectionable content earlier this year. Several brands dropped their ad spend with YouTube. But most advertisers, such as Johnson & Johnson and Verizon, have returned thanks to efforts to control where ads run.

AdAge reports that other brands, including Chase, are waiting to restart spending until even more safeguards and assurances are in place.

YouTube’s campaign coincides with Facebook’s launch of a rival video service called Watch, and increased competition from Snapchat, Twitter, and Amazon.


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