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Revlon Inc.
Product placements make their way onto viral YouTube videos
Product placements make their way onto viral YouTube videos

YouTube stars are borrowing an idea from Hollywood's Golden Age: product placement. Think how General Motors sponsored comedian Bob Hope's variety show, Revlon backed the 1950s game show "The $64,000 Question," and Milton Berle hosted the "Texaco Star Theater." They all made money by infusing products and brand names right into the shows. Taking their cue from TV's pioneers, the celebrities behind viral videos on YouTube are making deals with sponsors who pay from $5,000 for single videos to just under $1 million for larger campaigns. Digital audiences get turned off by traditional commercials, and YouTube personalities won't make anything that...

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