YouTube’s Latest Pitch To Brands Celebrates Users Who Are “More Than Just Viewers”

YouTube has put forth a bit of feel-good marketing to present to brands. It has teamed up with ad agency AMV BBDO to launch a campaign called “More Than A Viewer,” which highlights users who come to the video site to hone certain skills.

AMV BBDO created several spots for the campaign, with the longest one running for 90 seconds. In it, various creators show off their passions, which range from music to cooking to exercise to American sign language. Should any of its viewers click through, they will find a landing filled with data, insights, and uplifting rhetoric related to YouTube consumers.

The Drum, in its coverage of the campaign, notes that many of the characters portrayed in the videos are connecting to YouTube on their mobile devices, which highlights the increasing amount of watch time that is routed through phones and tablets. While these creators are on the go, the campaign implies, they are capable of consuming mobile advertisements via the world’s top video site.

With “More Than A Viewer,” YouTube can continue to win back the brands that boycotted it in response to brand safety concerns that cropped up earlier in 2017. At the time, advertisers worried that some of the creators whose videos would be attached to their spots were violent or hateful people. In its new campaign, YouTube reminds potential partners that it maintains a large base of industrious, crafty, and positive users.