YouTube Bows Targeted Advertising Concept23 Aug, 2006 By: Erik Gruenwedel
Teen network Web site YouTube has unveiled marketing concepts — participatory video ads and brand channels — that allow movie studios and record labels to interact with their customers beyond traditional banner ads, promotions and sponsorships.
Participatory video ads are user-initiated video ads that consumers can rate, share, comment upon and embed in their own personal Web pages.
The Weinstein Co. and 20th Century Fox Entertainment utilized PVAs on YouTube for the upcoming theatrical release Pulse and second season of “Prison Break,” respectively, according to YouTube.
Warner Bros. Records created the Paris Hilton Channel (sponsored by Fox's “Prison Break”) on YouTube in advance the hotel heiress' debut album, Paris.
“Rather than interrupt a consumer's experience, we have created a model which encourages engagement and participation,” said Chad Hurley, CEO and co-founder of San Mateo, Calif.-based YouTube. “Consumers are increasingly programming their own entertainment and content experiences. We believe it is important to embrace this change.”