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On a recent trip to LA, I had a chance to talk to Sarah Penna, the co-founder of Big Frame. Big Frame is a YouTube management company, working with online video talent to grow their careers. They have over 30 channels, collectively bringing in an average of 87 million video views each month. We touched on several topics, but one of the common themes was advertising, particularly with big brands being excited to get involved with up and coming talent.

Big Frame Connects YouTube Artists With Advertisers

Here's a good quote from the conversation with Sarah illustrating what I'm talking about:

We've actually been very lucky that the advertisers that we work with are really excited to learn.  Even really big clients like Sony, McDonalds, Garnier, Coca Cola, they've really been willing to work with us on the creative side of things because they do understand that this is our world, this is the talent's world, this is at the end of the day the audience is the most important thing.

The dollars that we are getting are marketing dollars so it's really about brand awareness, it's about aligning the brand with cool, hip, innovative media that is targeting whatever demographic that they want.

You can view the entire transcript by clicking below the video.

View The Full Video Transcript

Sarah: My name is Sarah Penna.  I’m the
co-founder of Big Frame and we are a media company that manages YouTube
talent.  We manage their careers as well as doing brand integration, audience
development and channel marketing for them.

We have
a little over 30 channels, about 87 million video views a month.  We have some
of the most premium channels on YouTube.  Mystery Guitar Man, Day Storm, Julian
Smith.  We have a lot of really amazing emerging talents.  People like Mike
Diva, Corridor Digital.  People who have a really big, amazing audience and are
just continuing to grow and grow and grow.

When an
advertiser comes to me wanting to do an integration with one of the channels
that we represent, they’re coming for a couple different reasons.  One, they
have a specific campaign that they want to market online.

This is
DeShawnRaw, very funny channel.

Or they
have a specific product or they just want to get the word out about their
company.  These channels are influencers in their space so they are able to
move traffic around and what they think is cool their audience also thinks is
cool.

We’ve
actually been very lucky that the advertisers that we work with are really
excited to learn.  Even really big clients like Sony, McDonalds, Garnier, Coca
Cola, they’ve really been willing to work with us on the creative side of
things because they do understand that this is our world, this is the talent’s
world, this is at the end of the day the audience is the most important thing.

The
dollars that we are getting are marketing dollars so it’s really about brand
awareness, it’s about aligning the brand with cool, hip, innovative media that
is targeting whatever demographic that they want.

I think
part of that is having really cool content that they can show off. 

The
thing I love the most is when I see somebody make a video that they’re super
proud of and it goes – gets really big.  I just love seeing that.  I love the
community support around those videos.  Anytime somebody puts out a video that’s
really important to them.  The whole community comes around and supports them.

I really
hope that it stays that way.  It’s really special.

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  • http://www.facebook.com/profile.php?id=526270077 Megan O’Neill

    That video was great!