YouTube for Brands

Case Solution

Thales S. Teixeira, Leora Kornfeld
Harvard Business School ()

In this case, the changes made by YouTube to make the popular website more attractive to brands are being studied. Building on its base of amateur user-generated content, YouTube had experimented with professionally created content and organized its videos into channels. But he was still struggling when it came to raising advertising funds for his online video platform. The social video website aims to be a “brand safe” platform that big marketers use to promote their video ads. Should Big Brands Shift A Major Chunk Of Their TV Advertising Budget To Online YouTube Advertising?

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