YouTube Marketing
Mark Cuban’s Blog recently talked about how oscar.com is frustrated with YouTube for all The Academy Awards TV clips that have made it online since the show aired on a recent Sunday. There was over 200,000 views on just one of the video clips. In reaction, oscar.com didn’t take the route and to corroborate with YouTube to be able to control the marketing and clips like NBC did after the SNL “lazy sunday” video got huge.
They have filed law-suits and sent ‘cease and desists” to YouTube because they wanted user to watch these video’s on their website. Most of you should probably think oscar.com is absolutely retarded because YouTube was offering free advertising which obviously reached a large number of people. Oscar.com and The Academy Awards aren’t trying to sell media content on their site, they are trying to sell the brand. If they were trying to sell media content then obviously having the same content for free on YouTube is a bad idea, but when they are trying to sell the brand? Their advertising goal is just to provide free video clips so people will be more interested in watching next year and just remember and associate the brand basically. YouTube is very effective at reaching a lot of people, especially considering that in just a few days hundreds of thousands of people saw the exact same video clip.
One point Mark Cuban made that I thought was brilliant, was if oscar.com really wanted to plan things out to advertise really well, they would just lose the expensive lawyers they have to pay for this law suit, and hire a bunch of interns to upload controlled video clips to YouTube all day. Using random tags as well as relevant ones, and taking screen shots that might be misleading to what the actual video is. This is how companies actually use YouTube for free advertising all the time. Short commercials at the beginning of the clip, or a still image like a company name or website URL being shown constantly through the video. The oscar.com staff wasn’t going to charge anyone to watch the video’s on their site, just wanted to control the content better. n00bs. Yes, they can do this very thing on YouTube, and most people go to YouTube to find video clips anyway. YouTube really has become the standard for online video watching, at least for now.
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