Mom-targeted channels are among the first to be funded by advertisers, in YouTube’s initial stages of original content development. It’s becoming common knowledge that Moms, and Mom-centric advertising/content, rule the media, and YouTube is taking this fact and running with it.
Advertisers have been quick to consider attaching their brands to such channels as “Mom’s View” and “Café Mom,” afraid of being left in the proverbial dust. While these early advertisers are those who also spend a significant amount of their marketing budgets on broadcast advertising, YouTube is pulling from both the broadcast and digital worlds, developing a whole new breed of online media. Will YouTube’s ambitious new project crash and burn? Or will original content - AKA “Internet TV” - become the future of media consumption and advertising as we know it?
After Gap Inc.’s reported 40% decrease in profits over the holiday season, major changes are coming to “propel the brand to deliver the product and brand experiences our customers demand worldwide.” Gap blames the decrease over aggressive discounting over the holiday season but profits are down 17% for the whole year. Changes include a creative overhaul and a new ad agency, Ogilvy & Mather Worldwide. Will they attempt round 2 of a brand re-design?