PODCAST: Get the inside scoop on YouTube's overnight sensations, and learn how you too can use YouTube to your benefit from this Fall iMedia Summit session.
Fewer events in 2006 generated more headlines than Google's acquisition of YouTube. In this informative session, YouTube has partnered with the IPG Emerging Media Lab to go behind YouTube hits such as "History of Dance," "Lazy Sunday" and "Lonely Girl15" to examine what causes video content to become overnight international hits.
It's not enough to simply "seed" the videos. It's important to consider the YouTube community "hit makers" whose opinions influence what becomes popular.
YouTube's Suzie Reider and IPG's Brian Monahan share reasons for viewership growth, discuss inbound links that drive traffic, analyze the content itself and offer some interviews with the video creators. Reider also reviews the landscape of YouTube channels and the characteristics of the pages that lead to broad success, and drills down to the very question that all marketers want answered-- how can a brand use YouTube to their benefit?
Bios:
Suzie Reider is responsible for overseeing YouTube's advertising sales and marketing teams, while also managing research, consumer insights and finding innovative ways for marketers to participate in the YouTube community. Prior to joining YouTube, Reider was senior vice president of the Games and Entertainment Division at CNET Networks, Inc. which includes GameSpot, TV.com and MP3.com. At CNET Networks, under her leadership, the GameSpot and MP3.com sales and marketing teams created some of the most innovative online advertising campaigns in the industry.
Interpublic's Emerging Media Lab helps clients understand and test new communication vehicles. Brian Monahan is director of the lab's user-generated content practice, which is focused on generating proprietary insights about UGC behavior, analysis of emerging UGC ad models and specific client initiatives. Prior to launching the practice, Monahan oversaw global integrated communications planning for various Microsoft brands. He has been active in the interactive advertising industry since 1996.
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.
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Speaker(s): Suzie Reider, chief marketing officer, YouTube; Brian Monahan, senior vice president, director, user generated content practice, IPG Emerging Media Lab
Format: 48:16, 22.4 MB, MP3
