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YouTube for Brands

Case

Reference no. 9-514-048

Subject category: Marketing

Authors: Thales S Teixeira (Harvard Business School); Leora Kornfeld (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2014

Version: 5 February 2015

Revision date: 24-Apr-2015

Length: 14 pages

Data source: Published sources

Topics: Decision making stages; Online media; Decision making; Marketing; Brands; Branding; Advertising media; Videos; Advertising

Share a link: https://casecent.re/p/121349

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Abstract

This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos into channels. But it still struggled when it came to capturing advertising dollars to its online video platform. The social video website wants to be a 'brand safe' platform which major marketers use to advertise their video ads. Should major brands switch a significant portion of their TV advertising budget to online ads on YouTube?

Location:

United States

Industry:

Arts, entertainment and sports

Size:

> USD1 billion, mid-size

Other setting(s):

2013