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Pharmaceutical Giants Inject Themselves Into Custom Content

As advertisers try to figure out how to repurpose their capital in an ever-changing television forecast, one pharmaceutical player is taking a step towards the future. New Jersey based Johnson & Johnson has teamed up with online video giant YouTube to roll out a stream of original content. Instead of banking on a commercial, Johnson & Johnson has decided to ad-fund the series.

Next Gen

If pharmaceutical companies want to make nice with the millennial generation, they’ll have to start crafting stories that millennials will listen to. We know that the millennial generation will skip past commercials and TV in general, opting to consume their content through Netflix, Hulu, YouTube, and social media. YouTube claims that more 18-49 year olds consume their platform over any of the TV Networks. Will millennials soften to big Pharma if big Pharma is the one footing the bill for their content?

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Original Content

The Youtube Official blog says, “Starting in 2016, we made the decision to take YouTube to the next level. We began making premium original content for our subscription service, YouTube Red, releasing 30 series and movies in just over a year…And we kept hearing from brands they wanted to be more involved in these premium series.”

Product Placement

It’s not longer just about product placement – pharmaceutical companies and other big names have precious ad dollars that can now be spent capturing the hearts and dollars of the next generation.

Concepts Video specializes in original content. For a quote, please click here.

 

Source: http://www.thedrum.com/news/2017/05/05/youtube-unveils-content-with-johnson-johnson-exclusive-advertiser-partner

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Online Video Pushing Original Content

In an age where new channels and platforms are popping up daily, it is clear that traditional television’s reign is coming to an end. There is a new royal waiting in the wings and it’s clear that in 2017, content will be crowned king. Players like Netflix and Amazon churning out original content on a paid subscription basis and others seem to be following suit. Online video big wig YouTube is looking to join the game with a new slate of original content positioned to take over network television consumers.

YouTube chief business officer Robert Kyncl said. “We’re thrilled to announce that beginning later this year, some of the biggest YouTube creators and Hollywood names will be featured in seven new series on YouTube — bringing more can’t-get-enough-of and can’t-find-anywhere-else shows to everyone, everywhere. With these new shows, brands can be a part of content that’s generating buzz around the world.”

While some advertisers may balk at the idea of commercial free television, this is also an opportunity for advertisers and marketers. With an entirely new channel to promote product, advertisers just need to get creative. YouTube will partner with key advertisers such as Johnson & Johnson and Google Preferred. Advertisers will have the opportunity to build long term relationships with YouTube content creators that have the ability to infiltrate not only the shows audience, but the overall influence of the content creators audience as a whole.

What can advertisers do to stay up on the times? Advertisers should look to get involved with content creators and influencers. Don’t just look to put your product in front of direct selling audiences on TV and the web, put your product in the hands of trustable influencers and new media channels.

 

Source

https://www.rapidtvnews.com/2017050547104/youtube-makes-major-original-content-push.html#axzz4gFEoFAx2

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