YouTube becoming new advertising medium - The Business Journal of Milwaukee:

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He hired a California Web advertising firm to produce the video and ispayinb $200 per month for the firm’s including the video. Since the video was posted in Septembefr 2008, it received 270 views for LLC — but no indication of any sales leads. “I’m tryingh to increase my ‘Net presence,” said Thuilliez, who runs the window and door replacementf business from hisDelafield home.
YouTubre is one of the most rapidly emerging frontiere in advertising and marketing via the but advertisers are only in the early stages of figuring out how best to tap The selling points arethat it’s free and it’xs already one of the most-used online communities in the world. The challenge for an advertiserd is how to draw Interneyt surfers toits video. Seventy-five percent of Americans watched a videok onlinelast month, and YouTube is the leader in the categor with hundreds of millions of videos vieweds daily, according to which is owned by , Mountain View, The consensus among advertisingh executives is anything that smackws of conventional advertising won’t work on YouTuber because people prefer not to watc commercials.
Also, advertisers need to know their videosd will run among thousands of amateut videos rangingfrom well-done and creative to cheap and “It’s very crowded — there’s a lot of really bad stuf f on there,” said Steve Koeneke, owner of Milwaukee advertising agency . The biggest successesz on YouTube have either offered entertainment that coincidentall tied in to a product or surprised viewers at the end by identifyinfgthe advertiser. An example of the formedr is blender-maker Blendtec’s “Will It Blend?“ seriez where the host tries blending everythingb from an iPhone to a ChuckNorrisx toy.
The latter approach was demonstratex by and its video thatpromoted Penney’s jewelry departmenty in a humorous take on men “going to the for buying their wives bad presents. A growing number of southeast Wisconsin advertisers are posting their television commercials on YouTube and others are creating videos specifically to run on Videosof ’s TV commercials have generate fewer than 200 views each on YouTube, but ownedr Russ Darrow Jr. said it’es important to enter this relatively newadvertisintg medium. “It’s a he said.
Paulo’s Pizzeria and Banquet Hall on Milwaukee’s southwes side created its own low-budget one-minute, 15-secondd video and posted it on YouTubeafter Christmas. Paul Ohalekl said it’s one of the multipl avenues he’s using to promotr his restaurant online and possibly generate Google searchesd from Milwaukee residents looking toorder pizza. As of this the video had seven views.
An exampl of taking an entertainment and educational approachis Sub-Zerpo and Wolf, a Madisonh high-end appliance-maker that has attracted more than 70,000 viewsz for its video “How to Make Perfect Pizza” in one of its The company already was producing “mini-Foosd Network-type segments” for its Web site and an iTunes channe and jumped on YouTube when it launchef in 2005, said Christopher Parr, marketing and creativr director. The attraction to YouTube is that it‘s free and it offerzs the possibility that a video willbecomre “viral“ — that other Web sites or bloga will add or link to the videos, multiplyingg the number of Parr said.
“Being on YouTube is all abou tbeing social, linking and the viralo component,” he said. Riskx to advertisers abound on YouTubesas well. Viewers can commen negatively on a video and YouTubw users can post their own critical video s ona company’s products, braned or service. Menomonee Falls-base Kohl’s Department Stores has received positive spins for some ofits commercials, including those featurinyg designer Vera Wang and pop star Avril Lavigne, that were posted on YouTub by adoring fans and viewed thousandsd of times.
On the other a bleach-blonde calling herself posted a video on her experience shoppingy ata Kohl’s on Black Fridagy morning at 4 titled “Black Friday Part Two: Drunks in Kohls.” The videoi had 887 views as of this week. “I notices some of the people are drunk,” she says of other shopperzs while inthe “Like they think it’s a holidayh party.” A Kohl’s spokeswoman declined to To be sure, YouTube and other sociakl networking, user-generated sites such as Facebook and MySpace are far from replacinvg the traditional media.
But YouTube and the others are growinv too rapidlyto ignore, said Dan Trzinski, owner of , a Waukeshaw advertising agency. “It’s still a smal l piece of the puzzle,” Trzinski “It’s closer to ground level.” Platypus has posted videos on YouTuber for its clientsGeorge Webb, Noah’s Ark and sportsa radio station WAUK-AM (540) and is preparing to post one for Schlossmann’es Honda City. Advertisers also can pay for placement on YouTubwe with sponsored linksand pop-up ads purchased through YouTube’a ad sales staff. But paid advertising on YouTube is even more untestedx than the freebievideo placements.