The challenge of marketing YouTube
CMO Danielle Tiedt believes her job involves “reflecting” the site rather than shaping its direction and that YouTube has a role to play in inspiring marketers
By Sarah Vizard
By Sarah Vizard
By Sarah Vizard
Coca-Cola recruits YouTube stars for ‘CokeTV’ as it aims to become a millennial magnet
Leonie RoderickCoca-Cola is launching a new YouTube channel CokeTV today (1 July), featuring what it describes as “entertaining and authentic” content from popular YouTube vloggers in a bid to connect with more young adults across the UK.
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YouTube attacks brands’ TV ad spend with claims it can offer better ROI
Sarah VizardYouTube is challenging how much marketers spend on TV, saying that in 80% of cases brands “can confidently double their spend on YouTube” and still get better ROI, but is YouTube really competition for TV or should it be focused on how it complements?
Instagram talks TV, reaching 500 million users and what comes next
Sarah VizardFollowing the news that Instagram’s user base has reached half a billion people, Marketing Week sat down with its director of market operations, Jim Squires, to discuss the milestone, what it means for brands and advertisers and what comes next for the social media platform.
Restructures and optimising spend: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From Diageo’s marketing investment to the relentless nature of team restructures, it’s been a busy week. Here is my take.
Why Channel 4 revived 90s icon Smash Hits magazine
Marketing Week ReportersTo ensure its comedy hit Derry Girls went out with a bang, Channel 4 masterminded the return of iconic music mag Smash Hits to take fans back to the 90s.
One media marketer on ‘reshaping’ her life with a leap into journalism
Molly InnesLiz Moseley explains how her knowledge of the media helped her transition from Cannes Lions CMO to editor at Tortoise Media.
LVMH reports record profits following boost to marketing spend
Michaela JeffersonViewed by analysts as a bellwether for the luxury market, LVMH’s earnings for 2022 suggest the most affluent consumers are willing to continue spending through inflation.