In a panel discussion hosted by agency Horizon Media, video strategists from Story Worldwide, eMarketer, and A&E Network all agreed that YouTube is a viable platform when it comes to video marketing, but is not the best tool that's out there. The article, "Advertisers Seek Sleeker Alternatives to YouTube", stated that companies agreed that YouTube is the best video platform to introduce consumers to new products and convert them to purchase, but advertisers are also realizing strong responses to content video sharing platforms such as Vimeo and streaming platforms like Hulu.
Advertisers stated a few ways in which YouTube falls short with one being "noise" such as the comments and suggestions. Rob Rassmussen, Chief Creative Officer of Story Worldwide believes that the comments and likes features "pulls away from content", versus Vimeo who's platform lends itself nicely to creating beautiful content that is more closely related to what you'd see on television.
A&E's VP of Marketing and Brand Strategy believes that while YouTube does a good job of testing content, Hulu's platform actually does an amazing job of bringing in audiences outside of A&E's target demographic.
As a heavy consumer of YouTube videos, I found this article to be quite interesting. As I gave it more thought, I see that these companies have a point. The comments on YouTube can be very distracting and often, I find myself tangled in the web of the viewers ridiculous posts, often forgetting about the purpose in which I landed on the page in the first place. These companies see on demand video as a window of opportunity because it allows for much richer content. Having sat through the advertisements that stream on Hulu while waiting for my show to resume I have to agree. The quality is often much nicer and because the ads are usually brief, I find myself more receptive and engaged. Since these companies see on demand platforms such as Hulu and Vimeo as the new wave of video marketing, I'm curious to see what other companies will join into the fold.
Source: Clickz, "Advertisers Seek Sleeker Alternatives to YouTube
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