I decided this week to NOT do the weekly round-up, suspending it for the sake of the economy. Hah, for real though, Ad Week gave us all enough to chew on that there wasn’t time to look at some of the tidbits and trifles that normally stud my weekly round-ups like so many raisins in an oatmeal cookie.
I do want to draw your attention to a little something TechCrunch posted today (and which has been making the rounds for about a week) — one answer to a question that’s been asked for a while now: Will YouTube figure out how to rake in the dough?
For the most part, YouTube success for advertisers and marketers has been through producing viral videos and then uploading them. In many cases they are produced and uploaded in a way that tries to mask their advertising origins. Except now it seems that every grainy vid on YouTube is scrutinized for possible marketing fingerprints and the bloom is off the rose. Meanwhile, YouTube made no money on these viral sensations.
This clever ad for the Wii game system uses the viral power of social media, counting on one person telling another about the cool thing they’ve just seen. There have already been a million plus views, plenty of blog coverage and Twitter posts in the triple digits on the ad. Best of all for YouTube (and their Google overlords) the branding and integration of the ad into YouTube’s unique platform suggests that a nice wad of cash changed hands.
For the advertiser its money well spent to literally break through the clutter of other videos vying for attention. The design of the ad smartly echoes the selling-point of the product and the extra-mile factor of having the links still work even as the screen is destroyed and to be able to keep going back and knock more stuff around is pure fun and targets exactly the right audience.
The downside for YouTube is that once you get past the first ad like this, the second, and third and fourth seem exponentially less clever and you’re back to square one. This does show the kind of out-of-the box thinking (again, literally) that has to go on not just on YouTube but on MySpace and other social media networks if they are serious about making money.
My question to you out there is – what other ways can YouTube find to bring in sweet, sweet moolah? The comment board awaits!