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YouTube is making music the star of its latest campaign in the UK, aiming to highlight the music videos and dedicated artist channels available on the site.

Artists such as Jessie J, Lana Del Rey, Ed Sheeran and Emeli Sande appear in the digital and outdoor ads that use the tagline ‘Get More Into Music’.

Online display ads will appear across music-related sites such as Last.fm for the next six weeks, while an outdoor digital poster campaign runs for the next two weeks in London.

When a user clicks on a display ad they are linked directly to that artist’s YouTube channel.

This is the first time YouTube has run ads focusing on its musical content, although last year Google ran an outdoor campaign for the video site to promote its online movie rental service.

Interestingly it follows news that MySpace has added 1m users in the past month since launching a new media player.

While MySpace is hardly likely to overtake YouTube’s user numbers anytime soon, it should be noted that the video sharing site can’t take its dominant position for granted.

The ad campaign comes at a time when Google is pushing to make consumers see YouTube as a place to enjoy a ‘leanback’ viewing experience, rather than just a home for short viral clips.

It has launched a $100m campaign to attract branded content and has so far added channels from Reuters, Motor Trend and The Wall Street Journal.

David Moth

Published 14 February, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1702 more posts from this author

Comments (1)


Ashley Down

Youtube are making a smart move by pushing music because it is essentially the backbone of their site. More people probably go on Youtube looking for music than anything else.

over 4 years ago

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