American Apparel Grabs YouTube's Long Tail

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One of YouTube’s greatest challenges with advertisers has been the notion that it’s a repository for clips of dogs riding skateboards. But one marketer, at least, sees this as a plus.
 
American Apparel has been targeting ads to over 100 videos of pets, including a clip of a skateboarding canine, to promote its line of dog clothing. The Los Angeles-based brand chose the videos based on suggestions from employees.
 
“It would be hard to do an advertisement on the back page of LA Weekly or a fashion magazine for the dog T-shirt,” noted Ryan Holiday, a Web marketing executive at American Apparel.
 
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