Howcast Sells GE “Takeover” Ad of its YouTube Page in Big, Branded Vid Program

By on 04/22/2010 6:55 AM @beet_tv

LAS VEGAS — Founded by three ex-Googlers, Howcast is the New York-based video production and distributor of "how to" videos on a wide range of subjects. 

Lately it has been creating campaigns for big marketers, seeking branded web video.   

GE has a giant "takeover" ad on the directory page of Howcast's YouTube channel, something we haven't seen on giant video sharing site, although it is not the first, a YouTube spokesperson tells us.(See the screen shot  below.)

The videos promote GE's health care business.   The company produced 45 videos for the campaign; we like this one:  How to Build Your Own MRI Machine.

At NAB last week, Beet.TV Senior Producer Daisy Whitney caught up with one of the three co-founders, Sanjay Raman, who spoke about the program the company did for GE.

Andy Plesser, Executive Producer

FULL PAGE TAKEOVER OF HOWCAST YOUTUBE DIRECTORY PAGE (below)

Howcast.youtube

Recent Videos
image
Wunderman CEO Mark Read: Greatest Setback Became Major Accomplishment

CANNES — Reflecting on his greatest career setback, Wunderman CEO Mark Read points to WPP’s 2007 acquisition of 24/7 Real Media, which ultimately turned around and, in a way, became his greatest career accomplishment. “It wasn’t easy,” Read says in an interview with interviewer David J. Moore ...

image
Big Changes in the Values of Brands Powered by Geography and Technology, Sir Martin Sorrell

In the past 10 years, since the WPP-owned global brand consultancy Millward Brown has tracked the value of brands with its BRANDZ 100 rankings, there have been many changes.  Over that period, nearly half of the companies have changed.  This upheaval  has been powered by two major factors:  geography and ...

image
Addressable TV Advertising is Changing the “Lumascape,” Banker Kawaja

CANNES – As addressable TV advertising emerges, so are a number of companies including Visible World (recently bought by Comcast), Clypd, Simulmedia and others.  For the new medium to succeed, one essential will be companies that focus on yield management around addressable TV, says investment banker ...

image
A “Whole New World” of Video Advertising Coming to Comcast/NBCU, Driven by Set-top Data

CANNES – Comcast’s data from its twenty millions set-top boxes, coupled with marketers’ first party data, will create a “whole new world” for NBC Universal, for both advertising and content creation, explains Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships ...

image
WPP’s Sorrell Wants Nikkei To Make FT More Ad-Friendly

It was a WPP agency that devised The Financial Times’ once-famous marketing slogan, “No FT, no comment.” So, what does WPP CEO Sir Martin Sorrell think of Pearson’s sale of its newspaper to Japan’s Nikkei for £844m ($1.3bn) this week? Speaking with Beet.TV in this video ...

image
Millennials Will Transform the Way Agencies Work: JWT’s Jeffrey

When considering setbacks over the course of his career, J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey thinks of losing accounts, which he always took “very personally and emotionally.” In particular, he remembers when the agency lost most of its Microsoft business. “That was very painful ...

image
JWT’s Mirum Brings “Deeper Technology Expertise”

CANNES – “I think what clients are looking for from agencies now is a partner that helps them navigate,” says Lyle Tick, chief growth officer for J. Walter Thompson. “And that’s a lot of what we’ve been doing at J. Walter is restructuring ourselves in order to deliver those types of ...

image
Addressable TV Can Unleash TV Ad Creativity

CANNES — The $72 billion US TV advertising industry is premised on making 30-second spots that target consumers. Imagine what happens when TV sets give advertisers the cues they need to target customers individually. Michael Bologna, president of GroupM’s Modi Media division, which is working on ...

image
The Future Is The Vast, Unconnected World: Facebook’s Everson

These days, Pets.com is part of internet folklore – an early dot.com juggernaut that, in its mission to sell pet supplies direct to consumers, burned bright, launching in August 1998 and going from an IPO to liquidation in 268 days. Carolyn Everson remembers the site with horror, too – but, ...

image
Oculus, Microsoft HoloLens, Snapchat and the Inevitable Transformation of Media: Daily Mail’s Steinberg

CANNES — When considering the future of media over the next decade, the Daily Mail’s North America CEO Jon Steinberg thinks we have to be open to what may have seemed impossible even two years ago. “When I look at my 6-year-old daughter, I’m pretty sure she’s not going to drive a car,” he ...

image
Weather’s David Kenny On Why Averages Aren’t Useful in Data Analysis

CANNES — In one form or another, David Kenny’s career has been all about data, from the advertiser, agency and publisher perspective. Now The Weather Company’s CEO and chairman, Kenny was previously a president at Akamai, a managing partner of VivaKi, and a founder of Digitas. In his first job at ...

image
GroupM’s Tilds on the Speed of Tech Innovation

CANNES – “Certainly the speed of technology innovation is dizzying,” says Cary Tilds, chief innovation officer for GroupM. “Some say it would be nearly impossible to keep up with that change.” Tilds’ four tips for keeping up are to be a student of technology; to maintain a consistent ...

loader