New Revenue Models for YouTube
YouTube is exploring a new revenue model with Brand Channels, which are basically like just every other YouTube account publishing amateur videos, but this time the intent is to push products. In this case, the initial run will be a deal with Warner Bros. Records, which will promote Paris Hilton’s latest album thru videos of the model-turned-singer.
Beginning Tuesday, YouTube will roll out its first Brand Channel, where Warner Bros. Records will promote Paris Hilton’s debut album, “Paris.”
Brand Channels are much like the channels created for all YouTube users who upload their homemade videos to the site, though the purpose of a Brand Channel is to sell a product rather than to simply promote one’s ability to attract an audience for their work.
The Brand Channels will be financed by sponsors. In this case, the Paris Hilton album videos will be sponsored by Fox.
Another revenue generating scheme that YouTube is embarking upon is Participatory Video Advertising or PVAs. These are video commercials that, just like any other video on YouTube, members can rate, comment on, and embed on their websites or blogs as they please. This is a win-win situation both for YouTube, the advertisers, and the site’s userbase. YouTube gets advertising revenues, while in turn the advertisers get direct feedback from users (and perhaps it’s not as expensive as buying a 30-second slot on traditional air TV). The users, meanwhile, get to provide their feedback on the ads, and they can bookmark favorite ads as they please (considering there are quite a lot of adverts that are entertaining and interesting).
Paris will sure make the YouTube experience interesting.
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