The Youtube campaign to promote IPL touched its peak today as it featured a front page ad on Times Of India. Check Pic below:
Yesterday at the digital media awards night I was part of a discussion with a couple of agency folks who updated me that Youtube was doing exceedingly well when it came to sponsorship monies. One of them stated that Youtube had garnered 20 crores worth of sponsorship for the entire IPL series with individual sponsorship amounts from some sponsors going upto 2 crores as well.
This makes youtube more expensive from a cost per reach perspective when you consider the number of viewers TV will reach vs the no of viewers youtube will reach in India. All in all most agency folks said that this was a big win for digital in India and a lesson for all of us in how to sell digital.
Though IPL is a one off case the real test of digital would be how things are priced across the board in the times to come. Its most definitely time that advertisers pay for what is by far the most innovative and insightful medium. Question is will they?