When YouTube first gained popularity around 2006, it seemed like the dawn of a new creative age in advertising. Every brand flocked to YouTube, and everyone wanted to “go viral.” YouTube seemed like a magical place where the age-old distinctions between advertising and content disappeared. Evian could captivate hundreds of millions of viewers with rollerskating babies. Ray Ban could stealthily seed an ad that would cement its cool factor with a new generation. In this new world, all your brand needed was the right creative agency and you would never have to buy video ads — people would watch and share your content far and wide.
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