http://pixvid.me/pix NPR's Bob Garfield took the stage at ÜberTube 2014 Brand Summit in New York City to discuss how YouTube is being incorrectly and under-leveraged by many of today's leading brands. Garfield didn't sugar-coat a thing; he called out brand marketers on how they have continually underutilized YouTube's marketing potential in the past.
This video captures highlights from Bob's live presentation from ÜberTube 2014 Brand Summit.
Garfield starts by illustrating the differences between television advertising and marketing via YouTube. Viewers watching TV aren't watching because they want to see your ad. They want to see the show they're tuned into. Viewers on YouTube, conversely, have chosen to watch your content and are paying attention.
"Failure in viral marketing," says Garfield, "is not an option. It's a given." What are meant to be viral videos almost always end up being duds. And even when they're not, they rarely reach a relevant audience or convert viewers into customers. Garfield urges brand marketers to forget about viral marketing and concentrate on substantial, compelling content.
Repurposed television commercials is not compelling content. Compelling content is useful. Tutorials and reviews are examples of useful, compelling content that engage the viewer. Garfield recommends creating compelling content and driving that content with paid advertising on YouTube.
Currently, advertisers are treating paid YouTube advertising as if it were traditional broadcast advertising, using vague demographics. Garfield explains how detailed YouTube's and AdWords' analytics are and how highly targeted modern ad campaigns can be if managed correctly.
YouTube needs to be treated by marketers as its own entity with its own content and strategy. To learn more about how your brand can leverage YouTube's marketing potential, click the link above.
ÜberTube 2014 Brand Summit, co-sponsored by YouTube and Pixability, was the first YouTube event of its kind--an event focused on unlocking YouTube's potential for brand marketers large and small and leveraging YouTube the right way.
To learn more about ÜberTube 2014 Brand Summit, visit www.ubertubebrandsummit.com.
To learn more about and connect with Pixability, ÜberTube co-sponsor, see below:
Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail |
[email protected]
phone | 1-888-PIX-VIDEO
