Wednesday, 23 July 2008

Death Star Canteen

I have never really been a great fan of Eddie Izzard but I was recently pointed in the direction of some of the excerpts on YouTube and found them absolutely hilarious.

Clips from cult movies, TV shows and comedic performances are incredibly popular on YouTube. They allow the viewer to enjoy or relive their favourite moments without the need to search for them within the full length broadcast. The related videos section enables YouTube to become almost a highlights reel of the best moments.

The clip below has been viewed over 4 million times on YouTube. This presents an amazing and relatively untapped opportunity to advertisers. There is a large audience available but no advertising. Why is there no promotion of the latest Eddie Izzard DVD? Why has the company or individual that invested the time and money creating the animation not added their contact details? Would they be open to advertisers contacting them about sponsorship opportunities? For the right brand and product, it could be quite a lucrative arrangement for all parties.

The interaction users have with this media is also very different. In contrast to many online advertising mediums, users can lean back rather than lean forward to engage in the media.

The psyche of the viewer is also different to other forms of advertising. The viewer is likely to have an emotional connection to the subject matter and as a consequence could be more open to promotional suggestions. No-one likes to be pushed upon when they are in a bad mood.

Of course, advertising in this space must be done tactfully. Anything that interrupts or interferes with the users enjoyment is likely to fail. I have previously written about the how expensive it is to advertise directly with YouTube but I am quite sure these currently untapped opportunities could be cheaper and more fruitful.


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