Youtube is a business opportunity for brands and a creative opportunity for producers and agencies. It offers a large volume of spectators, a lot of freedom in terms of content creation, and provides a more efficient way to identify, measure and segment the audience (and a target market) than traditional channels. In short, it opens up a whole new range of opportunities for brand positioning.
Carlos Ortet from Zoopa, and Xavier Alabart from UpVideo, both member-companies of the Catalan Audio-visual Cluster, defended this idea in the session, “Youtube, business opportunity for brands”, held at the Foment del Treball headquarters as part of the series Reinventa’t.
During the session, part of the Digital & Media Forum program (#digitalmediaCAT), the speakers presented various cases studies and strategies illustrating how the new ingredients that Youtube offers, and the new ways of forging relationships with audiences and new content creations, allowed brands, producers, and agencies to successfully position their products and expand their loyalty and sales quotas.
They also warned that there is still a long way to go in exploring the business opportunities offered on Youtube. They stated that, above all, brands need to change their concept of advertising, which is still too rooted in the standard models of the traditional advertising spot.
However, both Carlos Ortet and Xavier Alabart were confident that this transformation would take place, since it is already happening in other countries.