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BizReport : Advertising archives : June 21, 2013

YouTube Partner Program extended to advertisers

Are you using YouTube to enhance marketing efforts? New figures suggest that the social video platform now serves more 18 - 34 year olds in the U.S. than cable TV and top brands are using the channel to good effect. To help brand advertisers build effective YouTube content, Google has just announced a new Partner Program.

by Helen Leggatt

youtube logo.jpgEvery company on AdAge's 100 Leading National Advertisers list is using YouTube to enhance marketing efforts. Those video campaigns have delivered impressive results, with the top 500 brands on the platform averaging 884,000 monthly views and 35,000 subscribers.

Just yesterday, YouTube announced that a new Partner Program will begin in September, aimed at helping brands create engaging content for the video platform's 1 billion or so users. Specifically for advertisers, the program is to be structured the same as the existing Partner Program.

YouTube has signed American Express, GE, Johnson & Johnson and PepsiCo as the initial brands to join the Partner Program, which will team up content creators with brands to produce engaging, branded content on YouTube. By the end of the year it is expected that 100 or more partners will be onboard.

According to Anthony Ha over at TechCrunch, the program "seems to be encouraging businesses to create advertising that's designed specifically for the video site, rather than just repackaging existing TV ads and video content", a great move for both brands and YouTube users.

"YouTube is the best place to engage with your audience," Robert Kyncl, global head of content at YouTube, told audience members during the announcement presentation at the Cannes Lions Festival. "If you start your campaigns on YouTube you will actually gain burning insights into what works and what doesn't and you will find your messages amplified to advocates and influencers who are really passionate about your brands."

Tags: brand advertising, branded video, marketing campaign, social media, video content, YouTube

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