Unlikely Ad Team: Neiman Marcus & YouTube
Neiman Marcus, the sophisticated, high-end retailer is going to the web to advertise for the brand 100th anniversary. The gift to itself? Well, possibly a whole new customer base.
Today, the fashion icon will be using the popular site YouTube as a platform to promote the company’s 100th celebration. The pairing is somewhat unexpected, but the executives at Neiman believe that the brand has a place among the videos of celebrity mishaps and water-skiing squirrels.
Ginger Reeder, VP-corporate communications for Neiman’s was quoted in Advertising Age to say, “Like with anything, you hear people in meeting say, ‘Did you see the thing on YouTube? And if it starts to permeate our consciousness, we can only assume it’s in our customer’s as well.”
YouTube is by far the largest video site, taking in over 21% of online video views to date.
The company is planning to go public and this is one of many tactics it is coming up with to prove that it can appeal to a younger generation which will be necessary to maintain the steady growth it has enjoyed over the past 100 years.
According to ComScore, overall online households that produce over $100,000 a year come to 23.4%, while 24.8% of YouTube viewers fit that category. The average age of the YouTube user is also older than you might think. 38.8% of the web’s users are between 35 and 54 years old, where 44.2% of YouTube viewers are that age. This indicates that the brand may not be such a bad fit after all.
Although the company would not release what they paid for the homepage of YouTube for the day, the going price is generally about $250,000.
Many marketers are cautious about advertising on YouTube since there is not much to guarantee that the video their ad will be placed next to will get many hits, however the home page is considered to be a very safe and visible area for advertisers to promote on; arguing that the content is controlled by YouTube on this page.
YouTube’s head of ad sales, Suzie Reider told Ad Age that Neiman Marcus’s use of YouTube “is a sign that the media landscape has fundamentally changed for marketers.”
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