• by Joe Mandese , March 5, 2009

“How many people in this room know who Fred is,” Suzie Reider, head of ad sales YouTube and Google Display, Google, queried attendees during the “Digital Video: Who’s Making It? It’s Not Just the Consumer..." panel discussion at the Four As media conference.

A smattering of hands rose. And one comment: “Boo!”

Thank you for booing, quipped one of the panelists. The rest of us soon found out why, as Reider walked us through one of Fred’s YouTube videos: “Fred Goes Swimming.”

Fred, it seems, is a 15-year-old Midwestern kid, who talks as if he’s just inhaled some helium, and has “broken through” on YouTube, especially with 12- or 13-year-old girls.

Reider’s point, is that Fred is an example of a YouTube “user partner” whom is “sponsorable” for the right brand.