Over the last two years and as independent consultant since February, I have beeen advising brands and media companies on the professional use of a YouTube brand channel or partner channel. Although Google has done a great job in improving many features inside and around the world’s most popular video platform, there is always room for further improvement. This post lists my 7 tips to Google for improvement of YouTube.
Following his keynote speech this week at The Next Web Conference 2009, I had a chance to interview Jeff Jarvis, author of the book “What Would Google Do?”
In a recent e-mail conversation, Jeff Jarvis, owner of Buzzmachine and author of What Would Google Do (WWGD)?, expressed the following opinion on branded channels:
“I agree on the branded channel approach and think that media companies had better get themselves into a position of helping marketers in such a way.”
Branded and partner channels on YouTube differentiate themselves by having more design options. Although you are pretty limited with design options for a user channel, you can make some adjustments. Even companies like Philips use YouTube’s built-in limitations to maximum leverage.
Although a user channel doesn’t feature all the good stuff, it doesn’t mean either that you should settle for bad design. The good news is dat HouseHoldHacker now offers a PhotoShop template document that enables you to quickly and precisely design your own background image. Only problem is that the file size is limited to 256kB. Below is the instructional video:
As of February 1st 2009, Richard van den Boogaard will start as independent consultant in Branded Channels: content syndication via external networks.
Until this time, Richard works for QNH Interactive. Managing director Bart Termorshuizen from QNH Interactive: “In the past year, Richard has specialised in this relatively new field of expertise. In his role as communications manager at Rabobank Nederland, he was responsible for project content sharing. This involved syndication of video content from Rabo SportTV on external platforms, with an objective to broaden reach for the video content. With QNH Interactive, we have developed the first branded channel in the Netherlands on YouTube. This has generated more than a million video views for Rabobank.”
“Branded channels means thinking outside-the-site”, says Richard van den Boogaard. “The strategy is straightforward: bring content to platforms that attract many users, rather than using display advertising to drive traffic to a brand site.” Aside from a branded channel on YouTube, QNH Interactive was also closely involved in realisation of a commercial hyve and hyves gadget, as well as a pilot with Brabants Dagblad (part of Mecom).
Richard van den Boogaard will offer this expertise to other brands and media owners but remains available for QNH Interactive on a project basis.
Jeff Jarvis (Buzzmachine) released an interesting article. First, it ‘exposes’ the great lie of print advertising – every advertiser pays for every reader. Next, it turns to alternative business models.
Aside from UGC content YouTube features a great deal of content from well-known media brands. Recently, Dutch advertisers have begun claiming attention with a branded channel on the world’s most popular video platform. This article focuses on the differences between partner and branded channels, provides a feature overview as well as a few practical tips. Continue reading »
Branded Channels is a video marketing consultancy founded by Richard van den Boogaard.
Branded Channels provides fresh thinking on video content syndication, as well as creative video content development & production and channel management services. Also available: (competitive) video tracking reports.
Over the last two years and as independent consultant since February, I have beeen advising brands and media companies on the professional use of a YouTube brand channel or partner channel. Although Google has done a great job in improving many features inside and around the world’s most popular video platform, there is always room for further improvement. This post lists my 7 tips to Google for improvement of YouTube.
Aside from UGC content YouTube features a great deal of content from well-known media brands. Recently, Dutch advertisers have begun claiming attention with a branded channel on the world’s most popular video platform. This article focuses on the differences between partner and branded channels, provides a feature overview as well as a few practical tips. 
