American Apparel Grabs YouTube's Long Tail

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.
YouTube hopes more advertisers will follow American Apparel’s lead.