Pablo Palatnik relays a hot topic from the
Future of Online Advertising convention in
New York where advertisers focused on ways
to utilize YouTube for their campaigns.
The star of the show there, says Palatnik,
were Dove-sponsored non-profit 75-second films
on self-image and public perceptions of beauty.
I know, sounds like a real bummer, doesn't
it? But "Dove Evolution" was viewed
on YouTube 4 million times. The cost to Dove?
$50,000.
50 grand is not exactly chump change, or
even a cost that small businesses would consider
– the production value on the short
films was quite good, though – but it
is, by leaps and bounds, cheaper than shelling
out $2.5 million for a 30-second Super Bowl
spot.
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