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Case

YouTube for Brands

By Teixeira, Thales S. / Kornfeld, Leora

Marketing

This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos into channels. But it still struggled when it came to capturing advertising dollars to its online video platform. The social video website wants to be a 'brand safe' platform which major marketers use to advertise their video ads. Should major brands switch a significant portion of their TV advertising budget to online ads on YouTube?

Collection: HBSP (USA)

Ref: HBS-514048-E

Format: PDF

Number of pages: 14

Publication Date: Jan 7, 2014

Language: English

Review date: Feb 5, 2015

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Description

Year: Event Year Start:2013

Geographic Setting: Geographic Setting:United States

Industry Setting: Industry Setting:Arts, entertainment & sports

YouTube for Brands

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YouTube for Brands

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