Making Sense of YOUTUBE

Strategies for harnessing the power of YouTube and other free video platforms in serving young viewers were debated by Entertainment One’s Yannick Ferrero, pocket.watch’s David B. Williams, Cloudco Entertainment’s Sean Gorman and Genius Brands International’s Paul Robinson.

Read the recap here.

For anyone who wants brand success and stickiness, YouTube is, if not front and center, certainly crucial to have a great strategy and execution.” —Sean

We have to deliver value to our paying customers, but at the same time, we want to build the brand. That’s about careful windowing [and] creating different content.”

—Paul Robinson

Gorman

It’s essential [in] our brand-building strategies to gain awareness. It’s making sure that we reinvent our brands so that it converts for the retailers as well.”

—Yannick Ferrero

YouTube is the most data-rich environment we’ve ever had and the richest with engagement as well. Sometimes I call it the Galapagos Islands of media because it’s like this incredibly fiercely competitive environment where you see all these new forms of life evolve. ”

—David B. Williams