AUSTIN — Interruption is the enemy of millennials, making content marketing even more vital to reach this younger group, says Kevin McGurn, head of sales for Fullscreen, the YouTube multichannel network, in this interview with Beet.TV. McGurn joined the company earlier this year.
Fullscreen works with various brands and connects them with YouTube influencers to integrate into their content. “Millennial are our core targets,” McGurn says. “They love brands but they don’t like ads, so content marketing is where you cut through for tremendous reach and scale, and influencers provide that reach,” he says. Fullscreen relies on pre-rolls, TrueView ads from YouTube, but especially on content marketing.
“This is a revolution in content creation. You’ve never had the ability before to get such scale with social platforms,” he says. About 63% of millenials said they would be more likely to try a product or brand that was recommended by a YouTube star, compared to only 48% who said that about a traditional TV or movie star, according to a Defy Media study, a YouTube content shop, about millenials.
Fullscreen has a network on YouTube of 500 mllion subscribers that generate 5 billion views a month across their videos and channels. Otter Media, a joint venture of At&T and Chernin Group, owns Fullscreen. The company will present its latest offering at the upcoming Digital Content NewFronts event in New York.
McGum was interviewed by Beet.TV at the 4As’ (American Association of Advertising = Agencies) Transformation 2015 event in Austin. Our coverage is sponsored by Videology. Please find more coverage from the conference here.