YouTube hopes to bring more small businesses into the fold with a new platform that connects video producers with advertisers. The Video Creation Marketplace, announced yesterday during the VidCon conference in Anaheim, California, promises to help advertisers find YouTube partners best suited to create branded videos for them.
The marketplace, first reported in AdAge, won’t launch until later this summer, but YouTube is signing up video producer partners to get in on the beta at the conference today.
Large brands such as Garnier have worked with YouTube to connect with popular video celebrities. For instance, in the past Garnier has linked up with eco-beauty guru Zem Joaquin and zany musician MysteryGuitarMan to incorporate products into videos.
Typically, brands tell YouTube about their project goals and the characteristics they’re looking for in a video star. Though video makers and stars negotiate such deals without YouTube’s involvement, video partners also generate money through a revenue-sharing program with YouTube.
The upcoming marketplace platform should open up that process to more video partners and smaller advertisers.
“We think YouTube can be a game-changer for small business – online video has made video advertising possible for every business of every size,” said YouTube group product manager Baljeet Singh. “If you’re a boutique shoe designer and don’t have the resources of a huge luxury goods retailer, but still have a great story to tell in video, this marketplace might be a step towards helping get your brand in front of one of the biggest audiences ever assembled.”
The concept of connecting videographers with small businesses is not a new one. For instance, TurnHere have matched video producers with advertisers for years.
YouTube-owner Google is always after more small business ad revenue. The marketplace could help familiarize small advertisers with YouTube which could lead them to experiment with paid YouTube products such as pre-roll video or overlay ads.
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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