Thursday, 26 November 2015

Youtube Advertisement By Avinash Pandey (COO ABP-Star News)


YouTube is a very popular media site. It has steadily grown in popularity and has acquired the prime place in being the most popular video site. If someone wants to find any material in video form, YouTube is the place to go to. Run by Google, YouTube has pushed all other video sites into shadow. Besides, YouTube gives options for sharing on social media and also the embed code for sharing in webpage, blog, email etc. This makes YouTube an extremely dynamic mode of communicating a message.

With YouTube’s growing popularity, it gets many advertisements. These are of various types. Some are of longer than 5 seconds which one can stop viewing after 5 seconds. On the other hand, some are of very short duration, but one has to view them before listening to one’s favorite programme or music on YouTube.

While marketing on YouTube, one has to keep in mind the kind of audience one is aiming at. An older viewership will perhaps have the patience to look at compulsory non-stoppable ad. But younger people may get irritated if treated with non-stoppable ads. This may cause negative impact on the product. Hence, according to the audience one has to choose the kind of video ad one wants to run. This is especially important because video ads are very expensive to make and run.

A good strategy is to project the product’s name in the first 5 seconds, so that even if the viewer turns off the ad after 5 seconds, the name of the product sticks in his/her mind. Another good strategy is to quickly say what one wants to say about the product, so that the viewer doesn’t get irritated or lose patience. Some YouTube marketers use extremely out of the way imageries and dialogues to attract attention. Actually this may be counter-productive in terms of finances. This is because the cost of producing such videos is not recovered if the viewer either stops the ad after 5 seconds or loses patience or attention in the first few seconds. The ad producers have to keep these in mind.

There are some other forms of marketing on YouTube. The entire video can be a marketing video, uploaded on YouTube for free, rather than it being an ad video running into another YouTube programme. For example, various mobile companies have their mobile reviews taken in short YouTube and uploaded on YouTube.

Especially TV News channels like to upload some parts or whole sequences of some of their very popular programmes on YouTube. The viewers can watch these programmes for free and develop a liking for the TV News channel and watch the programme live on TV. During my term with the Star News and my current Directorship of ABP News, I myself have used this method and my colleagues have all used this method to make their programmes more marketable. Star News and ABP News have grown in popularity because of these TV News Channel programmes uploaded on YouTube. I have found this a very potent form of TV New marketing. 


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