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The NBA Playoffs online The #MayPac fight is over, and it wasn’t that exciting—but now the NBA playoffs are here! As millions of basketball fans are tuning in to see which teams will make it to the finals, advertisers are aggressively going after these exuberant, beer-loving masses. Traditionally, big blue-chip brands have dedicated significant advertising dollars toward TV commercials that air during these live games. But nowadays it’s clear that brands need to expand their focus toward online viewers, who watch (and sometimes re-watch) game highlights, behind-the-scenes content, interviews, and a range of digital exclusive content. The importance of digital content to these massive […]

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Branded content for Mother’s Day Get your flowers . . . Mother’s Day (in the United States at least) is coming up this Sunday. In honor of mom, let’s take a look at how some top brands are celebrating the holiday through video content. Successful social video campaigns In 2014, American Greetings released their YouTube Mother’s Day ad, “The World’s Toughest Job.” To date, this campaign has earned more than 23M views, accounting for 98% of the channel’s total viewership. This launch resulted in more than 800M PR and social media impressions and increased traffic to CardStore.com—a huge success. This year, companies such as Hallmark, […]

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McBeard joins Fullscreen I’m pleased to announce that Fullscreen has acquired L.A.–based social media studio McBeard. McBeard is a company of more than 100 copywriters, designers and strategists that creates custom content for social media platforms for clients like The Coca-Cola Company, 20th Century Fox, Sony Pictures, Mary Kay, NBC Universal, Warner Bros., Mattel, Netflix and more. McBeard has already been part of the Fullscreen family, collaborating with our teams on AT&T series @SummerBreak and SnapperHero. For years, YouTube has been the foundation of our work, and with this acquisition, we extend our creative offerings to all social channels: Facebook, Twitter, Instagram, Tumblr, […]

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Get ready for 360° spherical video Earlier this year, YouTube announced support for spherical videos in Google’s Chrome browser and Android phones. These videos allow you to control the camera and look around a central point in 360 degrees, either by clicking the onscreen controls or by using the accelerometer on an Android device. And more video platforms beyond YouTube are rumored to be adding support for spherical videos later in 2015. A 360° video viewed in Safari A 360° video viewed in Chrome What does 360° video mean for creators and brands? Spherical videos put you right in the middle of the action. Music videos […]

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March Madness on YouTube For college basketball fans, no month is more sacred than March. Affectionately referred to as March Madness, this tournament pits 64 teams against one another to determine a national champion. In recent years, the tournament has skyrocketed in popularity due to the prominence of streaming services offered by CBS, whose app was downloaded 4.5 million times in 2014 alone. While this month-long tournament costs employers an estimated $1.2 billion per hour of lost productivity, it’s a boon for advertisers. One advertiser in particular, Capital One, is entering its fifth year as a major corporate sponsor of the tournament. What compels […]

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The Academy Awards on YouTube The Academy Awards are Hollywood’s biggest night, bringing A-list celebrities to Los Angeles to celebrate the year’s achievements in film. Millions of viewers around the world tune in to watch, spending upwards of eight hours consuming red carpet, pre-show, and ceremony content. In recent years, YouTube has extended the Oscars viewing window beyond the end of February and turned what was previously appointment television into a year-round content juggernaut. Growth of the Academy Awards online Since 2010, the Academy Awards on YouTube have grown mightily: viewership is up by 89%, and video uploads have increased by 900%. In 2013, the […]

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Valentine’s Day on YouTube Depending on your perspective, Valentine’s Day can be a time of celebration with your loved ones or a day of stress, anxiety, and last-minute gift purchases. Whichever side you land on, YouTube is increasingly a go-to place for celebrating this special day. But as we’ll see below, some brands seem to be behind the times in capturing this audience’s attention. Valentine’s Day growth on YouTube Since 2009, viewership of Valentine’s Day–related YouTube content has grown by more than 600%, to nearly half a billion views per year. At the current growth rate, Valentine’s day content will eclipse 800 million views […]

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The Big Game: The Super Bowl on YouTube As millions of Americans know, Super Bowl XLIX is coming up on February 1. It wasn’t long ago that advertising during the “Big Game” was reserved exclusively for big brands with multi-million-dollar budgets. Huge automotive and alcohol companies dominated our TV screens with dazzling campaigns that changed the game from a spectacle of sport to appointment television for advertisers. But blue-chip dominance of the Super Bowl’s airwaves has come to an end. With the prominence of YouTube and other video platforms, this advertising showcase has expanded beyond the confines of four quarters on the field and evolved into a month-long […]

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Do YouTube views drive beer sales? [infographic] The alcohol industry—and U.S. domestic beer in particular—is one of the most competitive industries in the world. Entrenched brands battle it out year after year with hopes of capturing share in a market worth more than $23 billion annually. Marketing in the beer world has traditionally taken place through established channels, particularly on TV. But more and more, savvy marketers are beginning to explore the power of the digital realm, with YouTube at the forefront. As it turns out, there’s a good bit of beer-related activity on the platform already—it’s only a matter of time before a winner emerges to […]

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