Marketing dollars are streaming toward this popular website
YouTube, the upstart repository of cover songs, makeup tips and cat videos, is starting to give television a run for its money.
Buoyed by breakout successes such as Psy's "Gangnam Style," a kitschy Korean music video that has racked up nearly 1.4 billion views globally, YouTube has turned streaming into mainstreaming, and major marketers are clamoring to leverage the medium to promote their brands. That means everything from rolling big-budget TV commercials before the latest video to creating their own content in a calculated bid to go viral.
"If you're after an 18-to-34 (demographic), this is how they're spending their time, and there are great opportunities ," said Jim Lecinski, Chicago-based manager of national advertising sales for Google Inc.
Founded in 2005 as an egalitarian platform to share videos, YouTube was acquired the following year by Google for $1.65 billion in stock. More than 4 billion hours of video are watched each month according to YouTube. Popular content includes an endless parade of unusual cinema verite captured by citizen videographers. But comedians, musicians and aspiring filmmakers have also found a launching pad to broader success, which in turn has helped elevate YouTube into the same conversation as TV for many marketers.
Digital is the fastest-growing advertising medium, trailing only television in annual spending. This year, digital revenue is projected to reach $42.5 billion in the U.S., a 14 percent increase over 2012, according to eMarketer. That represents one-fourth of total ad spending, which is growing at about a 3 percent annual rate. Paid search and banner ads still dominate, accounting for about 71 percent of digital spending in 2012. Video ads generated about 8 percent of digital revenue but are expected to grow to nearly 15 percent by 2016, according to eMarketer.
A recent Nielsen study shows that while TV viewing is flat, streaming continues to grow, particularly among 18- to 34-year-olds.
repository n.
/rɪˋpɑzə͵torɪ/
a place or container in which large quantities of something are stored [= store]
mms://203.69.69.81/studio/20130819ada984411a2fbcd87cee61c15174344952404f27ac7594eaf4afa5789922e31eda3.wma
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