Harnessing YouTube to drive brand interaction

Leah Spalding and Jessica Ong

This paper analyses the social media audience and how it engages with brands in response to display advertising on the homepage of YouTube, the online video platform.

Harnessing YouTube to drive brand interaction

Leah SpaldingGoogleJessica OngCompete

Background

Social media sites such as Facebook, MySpace and YouTube have become increasingly popular among consumers of varying ages, demographics and income levels. This growing channel presents marketers and advertisers with an exciting—and potentially highly effective—way to reach their target audience and advertise their brand. For example, YouTube reaches hundreds of millions of consumers every month and a large portion of visitors are heavily engaged on the site. These users are also social leaders who maintain an online presence on sites like Facebook and MySpace and contribute to...

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