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Google's pounds 883m purchase of video-sharing site YouTube will expand the online options for advertisers, offering a monthly audience 72m strong.
NORM JOHNSTON, MANAGING DIRECTOR, MODEM MEDIA
YouTube is a brand and platform that is populated entirely by user-generated content.
New owner Google will be able to build on this, as it has the facility to link more customers together based on interests, and build sophisticated consumer profiles. This gives marketers the chance to talk to consumers in a place where they choose to spend time.
The challenge for agencies is to do it in an engaging way that offers real value in terms of entertainment and …