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TH1 ASSIGNMENT: View this video, from YouTube’s pitch to advertisers. What challenge does John Green claim YouTube poses to traditional advertising models, and how does he propose advertisers can continue to be meaningfully involved with YouTube? Answer, then consider this pitch from the advertiser’s perspective. Why might clients be excited about the prospect of sponsoring a “community”? What might be difficult about demonstrating return on investment for this kind of advertising? Less than or equal to 300 words.

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Communication Assignment #3

In John Green's pitch to advertisers, he explains how advertising is changing, but many people do not realize it. Before, advertisements did not feel personal, being merely a distraction for people. However, the advertisements on YouTube do not just distract people. They engage people and make people feel connected to what the ads are saying. Therefore, he demonstrates that the future of advertising is shown on YouTube, where viewers can personally relate to what the videos they are watching are talking about, instead of just being a mere diversion for them.

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Response to John Green’s Advertisement Pitch

In John Green’s speech, he encouraged advertising agencies to sponsor YouTube channels because the channels create meaningful engagements within communities. I think this may create more effective advertisement. The content creators on YouTube are people that whole communities embrace. John Green mentions that the viewers are “engaged,” meaning that they participate and interact in communities. If the advertisers ask the content creators to advertise products, they could possibly more effectively influence the audience because the people the audience loves is introducing the products. This contrasts the current model of Internet advertisement, which emphasizes views, durations, and clicks. The advertisers do no know how much the viewer is paying attention to the webpage they are on.

In addition, sponsoring on YouTube gives means for people from around the world to create and submit meaningful content. Making high-quality videos on YouTube requires equipment, time, and energy, which makes it hard for normal people who have jobs to create them. However, with the possibility of sponsors, more individuals that are good at explaining things or making videos may be willing to use their talent and generate content for the public.

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“Announcing Wednesday, First of This Seminar”

We’re talking advertising today, and apart from some historical context and some background information on the way that advertisers actually work today, we’re going to be doing some exploring of some ad campaigns, both past and present. Bring whatever technology you need to explore sites like AdAge and Vintage Ad Browser.

We’ll round out class with a discussion of advertising ethics alongside the present and future of advertising. These posts will be our guide.

Meet John Green, New York Times Bestselling author several times over and avid YouTuber. This is his pitch to advertisers from YouTube’s 10th anniversary event, held this winter in New York City. Listen to how he conceptualizes the potential of YouTube for advertisers, with keywords like “communities” and “engagement.” How does this connect with the motives and business models of advertising that we discussed in class today? What are the challenges that advertisers face in targeting youth demographics with this kind of YouTube advertising? Respond to the video in less than 300 words. Remember to tag the post like this one.

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