subject: YouTube organizes exhibitions [print this page] According to "Business Week" 23 reports, Google plans to launch the New York Guggenheim Museum, a massive marketing campaign, which will be arranged a variety of video installations, which feature various types of virtual characters (such as the game "Second Life "role). The exhibition will begin in October, a video from YouTube shows the 20 final contestants. Starting from July this year, Google organized a celebrity jury, including the famous Japanese designer Takashi Murakami (Takashi Murakami), renowned director Darren Minkowski (Darren Aronofsky), so that they selected from thousands of video segment some.
Of course, Google is not in play, its purpose is to attract more advertisers and users to patronize YouTube. In 2006, Google for 1.65 billion acquisition of YouTube, but its content is still so far with the "amateur" synonymous. Analysts said the use of celebrities could raise the level of YouTube.
Diffusion Group analyst Bill Niemeyer Group, said: "In the New York Guggenheim museum content, than to get the kids skateboarding is better, it can attract a different type of person. The agency and advertising decision-makers can create halo effect . "
Profit this year?
For YouTube to make money, Google can reduce the dependence on search. The number of search advertisers have accounted for most of Google sales in recent years it started to slow down.
EMarketer's report shows that video ads in 2010 will reach 1.51 billion U.S. dollars, up 48% over last year. Citigroup analyst Mark Mahaney estimates YouTube's revenue will reach 614 million U.S. dollars this year. To the end of the year, YouTube should be able to break even. But so far Google has not by the scale of YouTube's revenue. Google is said online video ads grew 50% last year, advertisers including General Motors and Nike.
Although the video industry competition heating up, YouTube to attract the attention of advertisers. According to ComScore's report, the total views on YouTube video ads only ranked fifth, behind Hulu, Tremor Media, BrightRoll and Microsoft. In July this year, YouTube is only 219 million times, but Hulu to 783 million times. One person familiar with the matter said, Hulu has been negotiating with investment banks in preparation for the market.
Higher prestige
Starcom (Starcom MediaVest) Tracey Scheppach, senior vice president, said: New York, Guggenheim Museum exhibition on Google is an opportunity, it can prove that YouTube is not only the Internet famously. Starcom's parent company has cooperation with Google.
Consulting firm EMarketer says David Hallerman, senior analyst, in the eyes of users and advertisers, YouTube to provide high-quality content (new television programs and movies) are still behind on Netflix and Hulu.
For example, Hulu provides "spoof of the home", "office", the "Daily Show", but YouTube did not.
Popular Culture
Hallerman said: "A lot of traffic does not meet the high cultural level, it is more of popular culture, the former is the large advertisers like."
To this end, YouTube added professionally produced videos, including "WWE World Wrestling Entertainment" (World Wrestling Entertainment) and other programs.
Meanwhile, Google also with the British director Kevin McDonald (Kevin Macdonald) co-production video. Google Creative Labs marketing manager, Ed Sanders, said: "These different aspects can strengthen the brand, effective than traditional forms of advertising."
Currently, Ed Sanders major operating Google New York office, to help build Google's brand.
Creative casual
Ed Sanders said the online talent competition organized by a British company-known for a creative staff. The reason why this idea was supported, in part because it gave rise to new ways of video consumption.
Into the Guggenheim Museum in New York is the first step, Google is still negotiating with the Carnegie Hall.
Ed Sanders said: "When you pick up the phone, say you come from Google, people will wonder, then talk." As for the project and how much money he has avoided. However, this event is sponsored by Dell and HP.
Guggenheim Museum, who said: "For contemporary art and visual culture of the new development, we welcome the. YouTube to play in the visual culture of a very popular role." Guggenheim Museum have agreed to hold every two years a YouTube show. The final winner's video will be in Berlin, Spain and Italy, and the exhibition.
