Bob Garfield

Why YouTube's original programming changes the game

YouTube is investing big money (to the tune of $100 million) and partnering with major personalities like Ashton Kutcher, Amy Poehler, and Shaquille O'Neal to produce original video content. Here's why digital marketers can't ignore the shift.

The game just changed. YouTube is investing an unconfirmed $100 million in original programming.

Talent includes names like Rainn Wilson, Deepak Chopra, Justin Lin, Anthony Zuiker, Amy Poehler, Ashton Kutcher, Shaquille O'Neal, and Tony Hawk. Studios, such as Maker Studios in Culver City, are focused on production. (Maker is reportedly producing 300 YouTube videos each month at the cost of $1000 each.) And the Wall Street Journal reports that Google is making the deal attractive to the content creators, with a reported 55 percent of ad revenues going to the program makers.

Why YouTube's original programming changes the game

The YOMYOMF ("You offend me you offend my family") channel aims to redefine and give a new voice to the Asian American experience through a unique point-of-view.

Many of the channels are based around interests like food, comedy, dance, moms, and entertainment. There is also a lot of scripted and personality-driven programming. If we can mix metaphors, YouTube seems to be casting the net wide to see what sticks. But with the huge growth in video, crowd favorites will certainly emerge.

Here's what marketers need to know:

Conversation highlights

0:00 - YouTube's new original content channels
0:35 - How is YouTube connecting with content creators?
1:04 - How viewership is shifting
1:20 - Projections say 94% of viewership will be on tablets
1:57 - How the ad buying model is changing
2:30 - Cord-cutters and cord-nevers
3:10 - Will we see the end of broadcast TV?

Run time is 3:19

For the past 5 years, Suzie Reider has been running the sales organization for Google's Display business which includes YouTube, Video, and the Google Display Network. Reider was hired as the CMO of YouTube in summer of 2006 and prior to that served as SVP and GM for the games and entertainment division of CNET Networks (now CBS). Before joining CNET Networks, Reider spent 14 years with Ziff-Davis publishing where she leveraged her expertise in advertising sales, promotions, events, research, and marketing for various computer and video gaming publications. Reider also serves on the board of the San Francisco Film Society.

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