Publications
Publications
- January 2014 (Revised February 2015)
- HBS Case Collection
YouTube for Brands
By: Thales Teixeira and Leora Kornfeld
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?
Keywords
Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Advertising Industry; Motion Pictures and Video Industry; Entertainment and Recreation Industry
Citation
Teixeira, Thales, and Leora Kornfeld. "YouTube for Brands." Harvard Business School Case 514-048, January 2014. (Revised February 2015.)