ANAHEIM — Orabrush was “the first company to figure out how to commercialize YouTube using YouTube’s commercial tools to get an ROI on a product,” says company co-founder and head of marketing Jeffrey Harmon. We spoke with Harmon at VidCon to find out more about how Orabrush has utilized YouTube to sell product and become one of the video site’s top ten sponsored brand channels.
Harmon explains, “we’ve been pioneering out-of-market products on YouTube for the last three years.” The company turned to online video marketing, as opposed to TV marketing, for a couple of reasons. For starters, digital cameras “allow you to create an ad for pennies on the dollar compared to what it used to cost. It used to cost around a quarter million dollars to create an ad.” Digital cameras, and even cell phones, allow creators to produce content for under $50 dollars.
Additionally, YouTube allows for incredibly affordable distribution. “It’s very inexpensive to create video for a business,” says Harmon. “To test anything on TV is like $50,000 minimum. Minimum. But you get on YouTube and you can test day-by-day, hundreds of dollars at a time and figure out if it’s working and then change your video until you get something that works. I think that’s way more effective for small business.”