Large scale OOH campaign showcases YouTube's content creators to change perceptions of YouTube as an advertising platform
YouTube's key business goal for 2014 was to catalyse revenue growth. YouTube's advertising revenue has not kept pace with its growing audience, as advertisers continue to prioritise traditional media channels. Our challenge was to change the perception that its user generated content makes YouTube a less effective platform for advertising. We promoted YouTube's content creators and showcased their passionate fans to both advertisers and consumers, with a diverse multi-format OOH campaign that had infiltrated Adland.
YouTube is a business like any other and the key business goal for 2014 was to catalyse revenue growth and to change how advertisers' perceive YouTube as an advertising platform.
We created an Out of Home led campaign that focused on YouTube's content creators. To achieve fame and credibility for our creators, we used the large scale premium OOH placements across roadside, transport and retail environments. To showcase the content itself, we used large scale full motion digital OOH screens in rail stations and shopping areas. To showcase fans' passion, we created visible demonstrations by mobilising them at OOH experiential events.
The campaign changed perceptions about YouTube as an advertising platform and produced real business results. The most important outcome for YouTube is that it really has catalysed advertising growth, with the biggest ever deal with a UK advertiser being signed shortly after the campaign.
This was a huge scale campaign that everyone in London would see. But we were mainly interested in media buyers. We used a range of OOH media formats to ensure we were unmissable by media buyers at every point of their day. On the Underground, we dominated tunnels, platforms and escalators with side-by-side placements. At rail stations, we used the largest placements in the longest dwell areas. On major roads, we used iconic screens; on the streets, digital bus shelters. We prioritised digital OOH to showcase the right type of content creator at the right time.