Youtube is a terrific tool for marketers leveraging the strengths of online video. I’ve witnessed many great successes with it. And I’ve seen terrible executions. Here’s a quick example.
– TrueView ad (You pay if they watch for at least 30 seconds or to the end of the video, whichever is less);
– Post-roll (The streaming of a advertising clip after a mobile TV/video clip);
– Long form music video (15+ minutes)
What do you think happens? People launch their music video mix and do something else (work, play World of Warcraft). By the time the TrueView advertising launches, what are the odds of it being skipped/watched? Very low. People are likely to be away from their computer or finishing writing that email or finishing exploring that dungeon before they put on another video.
Bye bye money, it was nice seeing you!