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.”
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