How to Win at YouTube

Some programming tactics starting to emerge

Google has allocated $200 million to promote its emerging lineup of original channels. But given that there are close to 100 channels to promote, that works out to about $2 million per channel. And some of those channels have 20 plus shows. It's fair to say $2 million in display advertising isn’t about to win you an election, let alone allow too many brands to break through the culture.

Besides, marketing shows on YouTube is a relatively new discipline, one that requires pulling way different levers than reminding the world to tune into the latest version of NCIS (Chattanooga?).

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