Publishing TV Commercials on YouTube

YouTube is perhaps the fastest growing avenue for viral advertising available to advertising agencies today. However most of the TV commercials on YouTube are breaking YouTube’s copyright regulations, with the exception of a few uploaded by enterprising creatives…

Broadcast Yourself at YouTube

Sprite’s Sublymonal campaign was leaked on to YouTube on May 23 by “Lymonatrix“. The YouTube videos in turn were featured in the Sublymonal web site, www.sublymonal.com. See the Sublymonal story here on this site.

Tim Piper, of Ogilvy & Mather, Toronto, released four of Dove’s self esteem videos on to YouTube, interacting with other users. See the Dove stories here at The Inspiration Room Daily: Evolution, Daughters and Little Girls.

In August YouTube launched ‘brand channels’, in which companies could customize their own interactive environment. Warner Bros Music led the way with their promotion for the new Paris Hilton album: Paris Hilton Channel.

Four Steps

So what’s involved in broadcasting yourself at YouTube?

1. Join the community. Sign up as a director. Develop your profile. The ‘Director’ feature gives you free access to logo co-branding, company URL and company description on all your video pages. You’re able to upload videos longer than the normal 10 minute limit.
2. Interact with the community. Take a look at videos on YouTube. Comment on others.
3. Upload your videos. YouTube recommends MPEG4 (Divx, Xvid) format at 320×240 resolution with MP3 audio, at 30 frames per second.
4. Get ready for user comments, not just on the product, but also on the video.

Issues for Professional YouTube Directors

1. Permission from clients, agencies, production companies etc.
2. Permission from actors. I’ve seen one case recently in which a company had to remove their online videos due to the fact they hadn’t negotiated online access to images and videos of the actors.
3. Potential for people to download the clips as FLV videos.

So who else do you know who’s released their own spots on YouTube? What are the other issues you’re aware of?

Filed under: Commercials, Google, YouTube