YouTube has invited advertisers into its Partner Program as part of an ongoing initiative to help brands and their agencies create innovative content designed to reach "Generation C."
YouTube has invited advertisers into its Partner Program as part of an ongoing initiative to help brands and their agencies create innovative content designed to reach "Generation C." This "hyper-engaged, highly-connected younger audience" - as described by Google at this year's newfronts - is a prime target for marketers. The new partnership is hoped to create a higher degree of nimbleness amongst this community in order to connect to them and create brand loyalty.
During a seminar at Cannes Lions, YouTube said that American Express, General Electric, Johnson & Johnson, and PepsiCo will be the inaugural series of brands to participate in the initial pilot program for this new partnership, which will begin this September. By the end of 2014, the program is hoped to extend to 100 content partners.
"By inviting advertisers into our partner program, we hope to give them access to resources and expertise that will help them develop even more compelling and authentic content on YouTube," says Lucas Watson, vice president, video online global sales at YouTube, speaking at the Palais de Festival in Cannes.
"With more than one billion people tuning into YouTube every month, we have a wonderful opportunity for brands to build deeper connections with their most passionate fans, reach global audiences, and ultimately build greater awareness for their products and services," he adds.
As part of the program, brands will work with a dedicated YouTube partner-manager who will assist them in content strategies, programming initiatives, and audience-building techniques. YouTube will also connect these brands to some of their most successful creators in order to drive new kinds of product integrations and campaigns. This will hopefully encourage more ad deals.
"The partnership with YouTube is an incredible opportunity to elevate the emotional connection consumers already have with Johnson & Johnson, and create new and innovative content that will engage and resonate among next-generation consumers," says Kim Kadlec, vice president, global marketing, Johnson & Johnson.
Frank Cooper, chief marketing officer, global consumer engagement at PepsiCo concludes: "PepsiCo is focused on developing original content that effectively competes in the new entertainment ecosystem, not only for our flagship brands like Pepsi, but across our entire portfolio. This requires new tools, new storytellers, and new measurements, so we are incredibly enthusiastic about navigating this new terrain with Google/YouTube."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).
In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT