When Google acquired YouTube in 2006 for 1.65B in 2006, the plan was to tap YouTube’s millions of viewers and the content they were creating for the site. Persuading advertising partners that user-generated videos are as good if not better values than professionally produced footage for their online campaigns is one monetization strategy that thus far hasn’t seemed to gain traction within the industry.
With the latest video to go viral, “JK Wedding Entrance Video,” YouTube hopes to change advertiser’s minds and show that companies can use user-uploaded video—the kind that forms the backbone of the service—as effectively as slick productions on the web. The video was posted July 19, and since then has been viewed upwards of 12million times.
YouTube’s content fingerprinting system picked up on the song “Forever” by Chris Brown used in the performance and served up click-to-buy ads for the song. As a result “Forever,” a song released a year ago, climbed the iTunes chart to number 4 and number 3 on Amazon MP3’s list.
The click-through rates on ads served with “JK Wedding Entrance Video” surged 2.5 times the overall rate on other similar ads on the site. The official “Forever” video also saw collateral gains—its click-through rate experienced the same boost.
Schonfeld, Erick. “YouTube: Viral Wedding Videos Are Great For Advertising.” TechCrunch. Jul.30, 2009 <http://www.techcrunch.com/2009/07/30/youtube-viral-wedding-videos-are-great-for-advertising/>