We’re long past fuming about business logos or advertising messages on anything that moves or is still, dead or alive. We’ve seen brand logos and printed messages on egg shells and fruit, on the back of store receipts and written in the sky over sports stadiums, under bottle caps and over bridges.
Urban Guerilla Marketing campaigns have used public sidewalks, signals and roads as ad-hoc display sites for promotional messages. This method is NOT recommended: Marketers promoting college-age Cartoon Network animation shows, known collectively as “Adult Swim,” placed magnetic outdoor billboard lights – shaped like alien, squid, fast-food and geometric characters from Aqua Teen Hunger Force – around 10 U.S. cities. In Boston in early 2007, the inscrutable magnetic lights were mistaken for bombs, which caught the attention of Homeland Security and cost Turner Broadcasting, owner of Cartoon Network, and its marketing agency $2 Million in “hoax” fines.
Guess where (1) political ads and (2) just plain Click-Here ads appear now?
Google Adds Click-To-Buy Ads to YouTube. As a service to users, noted YouTube Strategic Partner Development Manager Glenn Brown, people who view a video and want to download its soundtrack or who want to know when the video game being promoted will be released, won’t have to leave the YouTube site anymore. On October 8, owner Google announced that ads on the video-sharing site will let users buy songs and other media directly from Apple’s iTunes or Amazon digital store … without leaving YouTube.
This is heralded as the beginning of a beautiful friendship: This click-to-buy offering is “…just the first of many steps towards making YouTube a complete e-commerce solution featuring all sorts of digital products” which, in the future, may include sale of concert tickets.
No surprise there. Few of the videos that appear at YouTube carry paid ad messages from Google’s AdSense – context-based – network. And although Google will now feature your company video on its global home page or on a branded Google channel, the ad rates of $175,000 and $200,000 respectively – PER DAY – may not be a reliable revenue stream for YouTube. So the attempt to “monetize” (Yes, hate that cliché; but it’s in the original article at ISEdb) some part of YouTube by taking a cut of one-click digital product sales makes business sense.
Only thing that surprised me was learning this: YouTube is a loss leader for Google.
According to Alexa.com, YouTube is the 3rd most-visited web site in the world, after parent Google and competitor Yahoo!. But apart from tons of valuable user behavior data that can be applied to other marketing programs, YouTube does not generate income. In fact, its daily operating costs are estimated at $1 Million, most of which goes to bandwidth. A British Telegraph news article stated YouTube, alone, consumed as much bandwidth in 2007 as the entire Internet did in the year 2000.
There is some concern over how ad clutter at YouTube may annoy users and be seen as invasive advertising … like the “Ads Are EVERYWHERE” complaints cited at the beginning. There are alternative video-sharing sites, though none with YouTube’s popularity, so user defections don’t sound too likely as a protest against more ads.
Taking It To The Virtual Streets. In what is considered an advertising first, Democratic Presidential Candidate Barack Obama is running in-video-game political ads in 10 battleground or swing states right up until November 3, 2008 … the day before the general election in the United States.
When a gamer playing the Xbox 360 car-racing game “Burnout: Paradise City” goes online to play against other virtual car racers, the Obama ad appears as a billboard on virtual streets of the Xbox game. The gaming ad reads: Early voting has begun. Voteforchange.com. Paid for by Obama for President.
Electronic Arts, publisher of the multi-player car racing game, confirmed that this in-game advertising is a regional campaign, flighted for different length buys between October 6 and November 3, (Ohio, Florida, Iowa, Colorado, Indiana, Montana, North Carolina, New Mexico, Nevada, Wisconsin), that is targeted to a specific demographic: Males between the ages of 18 and 34 in the designated states.
In-game ad firm Massive (owned by Microsoft) confirmed it not only brokered this first-ever in-game political ad buy, but it also reached out to Republican John McCain. His campaign declined.
Product Placement Marketing Vs Editorial Censorship. A big-bucks area of brand advertising is placement of consumer goods – everything from soda cans and cereal boxes to vehicles and licensed clothing worn by actors – on the sets of TV shows and films. Although this is definitely paid advertising placement, it moves into muddy subliminal terrain because advertised products appear as part of the background or set dressing … not during 30- or 60-second commercial breaks.
Any pay-per-click search advertiser will tell you their ads appear on a search engine results page in a way that signals to users that they are viewing a paid ad. Paid ads are listed in a separate column or tint box or appear under a heading like Sponsored Listings. This visual separation of paid-ad from organic search results is required after a complaint filed with the Federal Communications Commission, which regulates fairness in advertising, successfully argued that consumers scanning search results had no way to judge which listings appeared on merits and which paid for the show.
The in-game political ad sponsored by Obama’s presidential campaign might fall into product placement “brand” marketing, with the “brand” whizzing by online car drivers on virtual billboards in the background of the game scene. However, the Paid for by Obama for President tagline is a clear and overt statement of paid advertising, just like the Sponsored Listings header on search results pages. Nothing subliminal, confusing or stealth product placement about it.
Censors. According to American Freedom Campaign organizer Naomi Wolf, this road trip leads back to YouTube, Google and censorship. As author of The End of America: Letters of Warning to a Young Patriot on our slide into closed society, Wolf documents, writes and speaks all over the U.S. on the democracy-shutdown that historically precedes a fascist shift. (No, not light frothy reading.
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Here’s what Wolf quotes from a research group that focused on practices of evangelical churches, specifically the Wasilla Alaska Assembly of God of Republican VP Candidate Sarah Palin:
Sarah Palin was baptized at Wasilla Assembly of God…Last Sunday our research team released a video, a ten-minute mini-documentary, focusing on the Wasilla Assemblies of God; and the video seemed on the verge of a massive “viral” breakthrough when YouTube pulled it down, citing ‘inappropriate content’. At the point the video was censored by YouTube, it had been viewed by almost 160,000 people. The short of it is that YouTube has censored a video documentary that appeared to be close to having an effect on a hard fought and contentious American presidential election…
If you’ve never seen QUOTE inappropriate content UNQUOTE on any of the hundreds of thousands of videos posted to YouTube, then the above-cited episode of Google/YouTube censorship won’t smell funny at all.
It’s not a paid-ad; it’s not stealth product placement; it doesn’t hide its sponsor, creator or source; and it’s not pornography or a violation of either community standards or Google Editorial Guidelines. So, what principle was YouTube protecting in pulling down this video?
Snark Alert: I think I know where these video documentarians went wrong. If only they had developed a music bed of “Greatest Evangelical Christian Hits” or “Music To Listen To While Waiting For The Rapture,” then there would have been a digital product for sale, a music CD to which viewers could be one-click linked. Without leaving the site. Just an idea.
Flash: Uh-oh. Now they have the lawyers on speed dial.
Just as this item on Advertising is EVERYWHERE was being posted, I saw a troubling article in a Tech Newsletter on how YouTube has pulled down several video campaign ads for Republican candidate John McCain. This isn’t about commercial paid ads popping up all over anymore. Nor is it even about partisan censorship by a huge network gatekeeper like YouTube. Nor is it about small activist groups yelling — To the barricades on Net Neutrality! — as they bang on the server farm doors.
This is about YouTube (owned by Google) fearing copyright infringement lawsuits from big media companies like themselves — in the McCain video ads case, from huge TV media conglomerates. Google/YouTube are fleeing to the safe harbor of the DMCA, Digitial Millennium Copyright Act. And, just to be safe, YouTube is pulling down stuff rather than letting the “free marketplace of ideas” duke it out.
Smells like YouTube videos are now content vetted by the Legal Department. Oh, nooooooooos.
More next week. If you have any comments on this, let ‘er rip.