Samsung Electronics has become the first UK advertiser to run display advertising on YouTube’s mobile site to promote its iPad rival, the Galaxy Tab.
The YouTube mobile advertising forms part of a wider marketing launch campaign for Samsung’s Galaxy Tab, which will run across in-game advertising with Playstation, reach blocks on Facebook, online search and display, mobile advertising, OOH and print.
The campaign will also include a wraparound of the Evening Standard on the 4th November – with the front page of the paper incorporated within the screen of the Galaxy Tab.
This marks the first time the Evening Standard has featured its own, same day editorial content as part of a front page advert.
Built around the creative platform ‘Life Without Limits’, the campaign will focus on the size and portability of the new product.
Supporting the latest Adobe Flash Player 10.1, the device also allows people to quickly and easily surf and view pages on the internet.
In the YouTube placement, planned by Starcom, Samsung will be running four different creative formats over 24 hours, with display adverts linking through to the Galaxy Tab’s dedicated mobile internet site http://m.youtube.com/.
“At Samsung we recognise that consumers want to experience life without limits. The Samsung Galaxy Tab brings a unique proposition to the tablet market and from 1st November, gives consumers the ultimate in connectivity and portability – something they have been waiting for.
“The Galaxy Tab is an innovative, ground-breaking product so our media strategy demands the same. I’m delighted that we’re the first brand in the UK to be using YouTube’s mobile site as a way to engage our audience. It is a channel that will no doubt become one of the UK’s leading mobile advertising platforms.” said Gabby Hegerty, Head of Digital Samsung Electronics UK & Ireland.
According to Google, the YouTube mobile site currently receives around 100 million video playbacks per day with over an hour of footage uploaded to YouTube from a mobile device each minute.
Bruce Daisley, Head of Display, YouTube added “We’re seeing massive growth in mobile consumption of YouTube so to launch this offering with such an exciting new product is fantastic”.
Representing a new category of mobile products for the company, the Galaxy Tab features a 1GHz processor, Google’s Android 2.2, Froyo operating system, a front facing camera for video calls and a 7-inch TFT-LCD display.
It can be used for everything from watching films and TV, viewing pictures, reading e-books and sharing documents, to talking to friends and colleagues via voice and video call, e-mail, instant messaging, SMS/MMS or social networking.
The campaign will kick off from Monday 1st November, with adverts appearing on YouTube, Facebook and in print across a wide range of titles including Conde Nast Traveller, BA High Life, FHM, Loaded and Management Today. OOH activity is planned to start on the 8th November.
www.samsung.com/uk/mobiledevices/galaxytab
