Suzie Reider, Director of Display Advertising, YouTube
There are two paths for having a brand presence on YouTube: promoting your company’s content on YouTube or advertising alongside YouTube’s content. With both ways, there are lots of options, but some of the most innovative and customized options are taking place on the advertising side, headed by Suzie Reider.
Reider joined YouTube as its chief marketing officer in September 2006, and is now serving as director of display advertising. Reider’s role is to “figure out how advertisers and marketers can leverage the content and the opportunities on YouTube to connect with their consumers,” she told Mashable. To do that, Reider said that her team “works with marketers to deeply understand what their core marketing objectives are, and then crafts programs and campaigns to meet those objectives.” Tactically, this could come in the form of offerings like Promoted Videos, a homepage takeover, brand channels, or TrueView Video Ads. The goal is to produce campaigns that work for the YouTube audience, work for the advertiser and leverage partner content.
Beyond the ‘nuts and bolts’ advertising offerings on the site, YouTube also works with marketers to provide branded entertainment, contests, and sponsorship of live streaming events. Reider says she’s most proud to see marketing programs evolve which “celebrate our content creators and drive the marketer’s story forward at the same time.” Some of the recent marketing programs include Life in a Day (a documentary of one day, July 24, as seen through the camera lens of people around the world, sponsored by LG), YouTube Play (a biennial of creative video sourced from YouTube and exhibited at the Guggenheim, sponsored by HP and Intel), and Unstaged (a live streaming concert series, sponsored by Amex in partnership with VEVO).
Reider is at the helm of the company’s innovation in advertising, redefining what “display advertising” is all about for marketers.
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