YouTube: Creators and brands wrestle for control of content

Campaign caught up with YouTube's marketing director at its first FanFest for Greater China, held in Hong Kong last month.

In this video interview, Sean Park, marketing director for YouTube in Asia, addresses:

  • Why the platform is confident in its battle against Facebook for video adspend.
  • How YouTube can help out smaller creators less popular in the brand sponsorship foodchain.
  • What current concerns brands have regarding working with influencers after the 'Adpocalypse'.
  • What's behind YouTube's decision to run its first ad campaign aimed at marketers to convince them to spend more money.
Campaign China

Related Articles

Just Published

12 hours ago

Google report sees glimmer of recovery in travel ...

Consumers will prioritise hygiene, use travel bubbles and begin with short vacations, a new report suggests.

12 hours ago

The Apprentice, refreshed, leads One Championship ...

With live events on hold, the mixed martial arts promoter will be presenting a revamped spin-off of the reality-TV format to help keep its global audience of millions, and brands, hooked.

13 hours ago

Dentsu Aegis to allow Australia staff to WFH for ...

Move comes after internal survey found overwhelming majority of staff want to maintain the current work-from-home arrangements.

13 hours ago

Japan law tightens regulation of major ecommerce ...

TECH BITES: Law addresses concerns that tech giants are abusing their market power and leaving small businesses out of pocket.