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YouTube To Spend $200 Million More On Original Web Programming, Funds To Go Towards Marketing and Advertising

YouTube has announced that it will invest $200 million more on original programming in a push to reposition itself from a user-generated content site to a premium entertainment destination, with programming that rivals television.

According to online reports, the money will go towards marketing YouTube's slate of 100 premium channels in an aggressive push to drive awareness and eyeballs, and attract more advertising.

So far, online reports cite, YouTube has attracted $150 million worth of advertising worldwide. That figure could increase significantly if more people are aware of the company's programming.

I would like to see YouTube use that money to promote its channels via traditional offline outlets, including billboards, TV, movie theaters, and print, in addition to online.

Proper website and YouTube channel optimization is important in increasing a project's chances of appearing in online search results, but it seems the most effective is marketing via offline outlets to drive awareness back online.

What do you think about YouTube's new cash infusion. How do you think it should be spent?

Tell us in the comment bow below!

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Comment by Sean Oliver on August 4, 2012 at 6:53pm: I think the road to "making it" hasn't really been paved, and in today's digital age likely won't. I don't foresee there ever really being a model or plan for web content to become successful. I really appreciated Patton Oswalt's recent letters to comedians and executives about how there is no more path to success.

I'm in the exact opposite thinking of you Rich, I think people who are genuinely being creative and artistic will be the ones to make it. And by make it I mean creating something that last outside of a viral bubble. What web series that are being made now will be watched in 20 years? I'm sure they're out there.

You recently pointed out that Tom Hank's series fell on its face even with money and star power. So what was it that people didn't like? I don't think it's because audiences don't like to watch media online, because millions do it every day. People didn't watch because it wasn't engaging. And generally when something is very good and we like it, we call it Art.

Is there a majority on a planet of 7 billion people? probably not. I think everything is going to naturally scale down and become more niche. We all don't need to be in love with Marilyn Monroe anymore because we have thousands of beautiful woman on tv now. No band will ever take the world by storm like The Beatles did.Trends move quicker than ever and it's impossible to please everyone.

Comment by Rich Mbariket on August 1, 2012 at 11:00pm: Yeah, ditto Rob!

Comment by AfterTheBeast on August 1, 2012 at 10:43pm: Well said Rich. But the nice thing about the internet is that unlike traditional media outlets someone wanting to make and post "art" can. They may "not make it" (however you define that) but they can still make what they want and put it out there. Heck, kids in grade school can make a series if they want and stick it up for anyone to see. Creators wanting to go the "Hollywood" route will have to do it the same way other traditional media creators do: think in terms of business and networking. Or have a wealthy relative : )

Comment by Rich Mbariket on August 1, 2012 at 1:23pm: People I know in influential positions just aren't paying attention to indie web series creators anymore. They are moving into the 'celebrity making web series' space, pitching web series to celebs and advertiser who understand that this is business. Indie creators keep making art instead of focusing on the business end. Some of the top YouTubers are now being represented by Hollywood agents who require payment to access their clients for creative collaborations.

I hate to say this, but people who think online entertainment is art will not make it.

Comment by Rich Mbariket on August 1, 2012 at 1:17pm: @Jarrod:

I like your BBQ and it tastes good, but 99% of indie creators don't have a marketing budget. That's why indie web shows continue to be a freshman project, not returning multiple seasons.

Comment by Jarrod on August 1, 2012 at 12:59pm: It has always been the case that without marketing the odds of finding something new are slim. And the more that is out there the more of a deliberate marketing push you have to make.

I think the first investment should be in determining the target audience for each channel/show and see where they are looking. Then hit whatever media best fits each audience.

I'd combine that will a broad media push advertising youtube's "premium entertainment." I would focus on Radio, T.V. and print. A good chunk of people surf youtube while on the computer at work, where a radio station is usually playing, or out where there is usually a radio station playing.

Initially I would probably push ads during daytime tv where rates are lower and stay at homes or more likely to jump online and check something out. My next tv focus would probably be cable. I'd try to advertise during programming that lined up with youtube programming.

For print I would focus on magazines that have the demo youtube is looking for. I would skip newspapers except for the big 3 markets of N.Y., L.A., and Chicago.

I would also probably have my pr people draft up articles on cord cutting that feature youtube premium entertainment content as a viable option to cable programming.