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At its digital Newfronts event last week, Google's YouTube announced a new ad offering that it hopes will give advertisers the ability to take advantage of viral videos.
Breakout Videos is part of Google Preferred, which launched in 2014 and gives advertisers access to inventory from YouTube's most popular channels and content creators.
Through Preferred Breakout Videos, advertisers can now capitalize in real time on inventory belonging to content that is gaining significant traction.
Didn't think Twitter was mainstream?
All doubt about Twitter's position in the media world was laid to rest this weekend as the company aired its first ever television commercial during the Pocono 400 NASCAR race.
As the world's leading search engine, it may not have problems getting consumers to turn to google.com when they need to find something online, but in an effort to promote its non-search offerings to the masses, Google has been increasingly turning to advertising mediums it once shunned, such as television, magazines and newspapers.
The tab in 2011: over $200m.
It's not exactly surprising that the world's most prominent online advertising company, Google, pretty much shunned television ads for the first decade of its existence.
After all, it helped pioneer an ad model that has shifted budget away from traditional forms of advertising.
But as the search giant has moved beyond search and search ads to launch new digital products, it has clearly accepted the notion that there's a place for television advertising.
Despite the rise of digital advertising, advertisers still spent over $130bn last year on television advertising. Of the tens of billions of dollars advertisers are spending on digital ads, a very small portion, perhaps as little as $1bn, is being spent on mobile ads.
But those figures aren't stopping Razorfish's Mobile Practice Lead, Paul Gelb, from making a bold prediction: "I think mobile ad spend will overtake television." And he isn't talking about decades from now; he believes mobile could surpass television in the coming years.
Although YouTube isn't a substantial profit center for Google and probably won't be for some time, it has matured significantly under the corporate umbrella of the world's largest search engine.
The latest sign of that maturity: YouTube has become a powerful platform for political candidates to reach voters, and YouTube is hoping to cash in.
Google may have one of the most valuable brands in the world, but that hasn't meant that it's acted like one. Unlike other brands with global recognition, Google has never really engaged in much traditional advertising.
And for good reason: it really hasn't had to. After all, Google built its reputation with consumers in an almost grassroots fashion. As a search upstart, it found a way to beat larger, entrenched players by offering a more compelling search experience. And with the launch of AdWords, it turned its massive audience into a massive cash cow.
Starbucks has invested a lot in social media. From Twitter to Facebook to its own MyStarbucksIdea.com, Starbucks has a highly-visible social media footprint. And highly-visible results: over half a million followers on Twitter and more than 5m fans on Facebook.
Given its social media prowess, if any brand is capable of turning away from traditional marketing channels and reaching out to consumers online, it's Starbucks. And that's exactly what it's doing this holiday season.