YouTube: The Teen Market Chris Di Cesare

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YouTube The Teen MarketChris Di Cesare

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Both Media and Community
Note Social and media are ranked roughly by the
amount of activity of each in comparison to the
other on a given site. Source Nielsen//NetRatings
(Mar 2007)
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YouTube 2006 Invention of the Year
Chad Hurley and Steve Chen may have started
YouTube, but the rest of us, in our basements and
bedrooms, with our broadband and our webcams,
invented it. Lev GrossmanTime Magazine
Source http//www.cashedge.com/pressRoom/news_070
104_bst.html
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Minutes
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Videos content watched on YouTube
Further content desired
Watching
Q13A(part1) - What types of videos do you watch
on You Tube most often from the following
categories? (up to 5) and what types of videos
would you like to see more of (up to 3)
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Selena Gomez
Jonas Bros.
Ashley Tisdale
Demi Lovato
Miley Cyrus
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Audience Reach Views Per Video vs. Average
Episode Viewership
Teen Shows
Teen Shows
Hannah Montana
Miley Mandy Show
Ashley Tisdale
Zack Cody
1.9M

• 3.1M

Jonas Bros.
Jonas Bros.
1M
2M
Selena Gomez
Thats So Raven
3M
1.2M
Waverly Place
The Real Demi Lovato
1.7M
1M
2M
1.7M
Total 8.8M
Total 8.8M

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750,000
293,000
137,000
153,000
1,210,000
174,000
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Smosh
Charlie the Unicorn


Seth MacFarlanes Cavalcade of Comedy

• 3.6M

3.2M


Happy Tree Friends

Bo Burnham



1.5M



2.9M

2.1M






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Soulja Boy
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Inspire Imitation
Dove Evolution
iPod Spot
Thats the whole point of advertising it needs
to get to the user. If you get the user to make
the ads, who better? Nick Haley, creator of
viral iPod ad
Levis Backflip
HP Personal
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Inspire a Reaction
Wall-E
Beverly Hills Chihuahua

This genre is here to stay. An accepted way to
react to a new piece of widely distributed short
media. -- Ivor Tossell, The Globe and Mail
Twilight
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Be Inspired

Peoples relationship with a brand is becoming a
dialog, not a monolog.
Lee Clow, Chief Creative Officer, TBWA
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YouTube's first ever LIVE STREAM took place on
November 22nd, 2008, from San Francisco. Part
concert, part variety show and part community
event, YouTube Live brought to life many of the
amazing videos and talent that viewers have made
popular.
SPONSORSHIP Five partnerships with significant
onsite and event integration

• VIEWS, PRESS COMMUNITY
• Strong viewership, mainstream press and positive
  community reaction
• Viewership
• 5M viewers of the
  streamed broadcast
• 20.5M channel views
  w/ w/ 6M event day views
• 18M post event views

CONTENT Over 50 artists from Katy Perry to Fred
to Queen Rania of Jordan
Appearances
08 Sponsors Trade Reaction
The bill for YouTube Live have been viewed
online more than 2.5 billion times - MSNBC

From the 3 cameras to YT's recognized interface
to the tie-ins w/ brands (live wi-fi feed from
Virgin America), this was a well orchestrated and
executed effort. Jaffe Juice (Top Marketing
Blog)
Community Support
Honors
Top YouTube community members produced 50 videos
promoting their appearance at YT Live generating
13M views.
She may be a queen of an ancient land but today
at YT Live Queen Rania won a distinctively 21st
century honor. LA Times
Strong Press Coverage
Performances
"This new machine smashed the old one. What's the
difference between me and Chocolate Rain. The
lines are blurred. Will.i.am on ABC News
I was floored to behold the duet of the angelic
Funtwo with guitar legendissimo Joe Satriani. A
Thanksgiving miracle. - New York Times

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Key Takeaways on Reaching YouTube Teens

• Strong ad, sponsorship integration
  opportunities exists
• YouTube has an engaged, active teen community
• Expect a reaction, both good and bad, so plan
  accordingly
• Reactions go both ways. Engage w/ community
• Be creative. Inspire the community to be your
  evangelists