Big Advertisers Mining YouTube Creators’ Marketing Potential

Think big advertisers are so focused on TV’s Golden Age programming (and audiences) that they aren’t interested in the YouTube-based creators drawing hordes of younger viewers to watch their back-bedroom shows? Think again.

Earlier this week, research firm eMarketer estimated Google would take in about $5.6 billion in gross YouTube advertising revenues, up 51 percent from 2012, and would keep nearly $2 billion after paying YouTube partners and expenses. Those estimates are notably higher than other Wall Street firms’ (and Google doesn’t break out its YouTube revenues and expenses separately), but suggest regardless that lots of money is sloshing into the online video king.

And based on this week’s Los Angeles events sponsored by Ford and Nintendo, Madison Avenue and its big clients are definitely tuning into YouTube’s rising echelon of performers for marketing boosts in lots of different ways besides just buying an ad. (more…)

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