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BizReport : Advertising archives : July 02, 2012

YouTube Video Creation Marketplace matches brands to content creators

In a couple of months time YouTube will launch a platform that will give agencies, small businesses, and brands on a budget, access to many YouTube content creators, who are stars in their own right, to help create video content.

by Helen Leggatt

youtube logo.jpgThere's a heap of talent on YouTube but, more often than not, most goes unnoticed by brands and companies looking to create video content. So popular are these YouTube channels that thousands are generating six figure incomes from ad revenue via YouTube's partner program, and some have already worked with brands.

Today, that partner program boasts over a million content creators ranging from singers and dancers to film makers, special effects artists and photographers.

It's those content creators that will be featured in YouTube's upcoming Video Creation Marketplace. For marketers and agencies that don't have the in-house knowledge or budget to create their own video ads or content, this new platform will provide the opportunity to easily search for the resources and personalities they need.

The Video Creation Marketplace will also keep advertisers in the loop by featuring new videos that are getting the most hits, allowing them to take advantage of these videos' popularity.

"The creativity coming out of YouTube rivals that coming out of creative agencies any day of the week," said YouTube group product manager Baljeet Singh. "And we already know that their content performs really well on YouTube."

"If you're a boutique shoe designer and don't have the resources of a huge luxury goods retailer, but still have a great story to tell in video, this marketplace might be a step towards helping get your brand in front of one of the biggest audiences ever assembled," added Singh.

Tags: ad creation, ad revenue, advertisers, content creation, online video, video content, YouTube channels

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