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Brands Should Lose the 30-Second Mindset, a YouTube Expert Tells a British Crowd

  • The Drum, Friday, November 29, 2013 12:17 PM

Brands often fail to grasp the potential of YouTube, says YouTube's head of brand propositions Derek Scrobie, because they think within the constraints of the typical TV commercial. “It’s strange that brands lack confidence around content because in the last 10 years they have managed to excite us about products – like shampoo – that we really shouldn’t have been excited about. But they have been constrained by the existing formats,” he said alluding to the 30-second TV spot.

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