Leave it to tech giant Google to go against the Silicon Valley trend when it comes to video steaming.
While Yahoo!, Hulu and other tech companies are flocking to star-studded original content to boost advertising, Google on Wednesday veered into new territory — homemade video content that argues grassroots stars like teen fashionista Bethany Mota and Michelle Phan have more sway than Lady Gaga.
At a packed event at the Madison Square Garden Theatre, Google’s YouTube fashioned its pitch to Madison Avenue that the way to attract 18-to-34-year-old buyers is through “Google Preferred” channels, or the top 5 percent of its most popular channels.
To make its case, Google trotted out Mota, who draws in 5.4 million YouTube fans a day with her quirky videos on shopping and dressing. Mota has more YouTube fans than Lady Gaga, said Sal Masekela, host of a popular series of extreme-sports videos.
The YouTube marketing push has included ads plastering the subway with the likes of 26-year-old Phan, whose make-up videos have attracted 6.1 million followers.
What’s more, the video giant boasts a wide advantage over the boob tube when it comes to buying power in the coveted category. YouTube influences purchases for 18- to 34-year olds 28 percent more than TV content when it comes to products like phones, said Margo Georgiadis, president of Google sales.
YouTube is also planning a summer launch of DreamWorksTV, a family channel, with DreamWorks Animation.
Earlier this week, Yahoo! Chief Executive Marissa Mayer introduced plans for two original comedies by well-known television and film producers and directors. Mayer wants to compete for ads with Netflix, which has drawn a big audience for its award-winning “House of Cards” political drama.