WHAT OPPORTUNITIES DOES YOUTUBE OFFER?

YouTube has found a way to conspicuously sale ads on their website without too much in your face action by introducing “brand channels.” The concept seemed a little confusing to me at first since the channels often advertise for more than one product at a time (for example, Fox’s “Prison Break” sponsoring the Paris Hilton channel), but they’re actually a clever way to push ads without turning-off loyal YouTube fans with shameless media. YouTube will, however, help drive traffic to the channels.

Blah, blah, blah, you know the drill. Not only does this offer more ways to advertise online and reach out to a younger audience, it’s a way to advertise without really advertising. Confident brands that are prepared for this type of exposure can build more of an authentic connection with its audience instead of coming across as just another commercial on TV. Brands also have a significant amount of control over their message.

Some alcohol beverage brands have already done related forms of advertising, such as Crown Royal Television, that have been separate from YouTube. Anheuser-Busch is also doing a similar thing with its own web entertainment network, Bud TV. Among the themed channels is Bud Tube, which will be consumer-generated video in the nature of YouTube.com.

PARTAY OVER? Diageo’s “Tea Partay” ad for Smirnoff Raw Tea was a hit on YouTube with over a million viewings. It wasn’t a brand channel, granted, but made a similar impact by leaving out obvious brand references. The spot entertained viewers and therefore created a connection. However, Diageo announced yesterday that Smirnoff Ice is leaving the ad agency Bartle Bogle Hegarty that designed the “Tea Partay” campaign for another firm, JWT. Diageo reportedly felt that BBH had a conflict of interest because it also has InBev as a client. JWT already handles global creative duties for Smirnoff vodka, and will now advertise for the entire Smirnoff trademark.