Google is launching a major new ad campaign. Billboards, posters, and subway trains are being emblazoned with its imagery. Magazines are rolling off the presses with pages printed in its bright colors. Television spots are set to run against a few nationally distributed shows and against local content in a few metro areas.
By Brendan Gahan 3/31 2:27pm
Earlier last week it was announced that Disney is acquiring Maker Studios for $500 million dollars. With over 5.5 billion video views a month Maker is the number one YouTube MCN (Multi-Channel Network—a term for the companies that represent YouTube channels and sell ads against them) for total monthly views as well as minutes per viewer. The acquisition will scale Disney’s digital media business, capture youth consumers, and leverage untapped YouTube creator intellectual property. However, the deal is not without its risks. Read More
By Brendan Gahan 3/24 10:30am
Earlier this month YouTube released the newest edition of its creator playbook for brands, the document which YouTube regularly releases to help inform creators about the best practices for how to be effective. Notably, this new version reflects YouTube’s evolving understanding of itself as a social network, heavily emphasizing the role of Read More
By Brendan Gahan 2/26 3:59pm
By Brendan Gahan 2/07 11:07am
This past December, Beyonce shocked the industry by dropping her fifth album on iTunes with no advance notice, and still managed to rocket to the #1 spot on the charts. The album’s surprise launch resulted in a slew of mainstream press. What you may not have heard is that within days of its release, rock band We the Kings managed to knock Beyonce’s album off the #1 spot on the iTunes charts–due to the millions of fans they’d cultivated on YouTube.
The successes we’re seeing with bands like We The Kings are becoming increasingly common as YouTubers with established audiences use the site to build their brands according to their own vision. When Billboard magazine began including YouTube views in its Hot 100 rankings chart in February 2013, it created new opportunities for music’s Davids to topple traditional industry Goliaths. Read More