Supporting an ecosystem: from the biting baby to the old spice man

Abstract

As YouTube evolves we look at how content creators thrive within the ecosystem, what motivates them, and how they get the best results. We also investigate how patterns of media consumption change in an engagement-driven environment, built upon a mix of existing and web-original content, available across platforms and devices. These changes in creator and viewer expectations prompt video advertisers to rethink what effectiveness means in this new space, where a biting baby can get more attention than a high-cost video. How do lessons learned through years of TV and display advertising and research translate to the paradigm of active social engagement?