Digital Advertising Industry News


The YouTube House: Promoting Services With A New York Pop-Up

April 8, 2019 Victoria Pallien


YouTube has a slew of services for every consumer. To promote all their different options, the social media site recently hosted a pop-up storefront called the YouTube House last month, not long after Apple’s announcement of new services.

The YouTube House Offered A Service-Oriented Experience

The YouTube House was a single day, experiential pop-up location in New York that YouTube built to walk consumers through their available services.

Designed to show the services in use, the YouTube House included multiple rooms:

  • A living room-like setting to watch YouTube TV
  • An immersive, gaming center, which allowed attendees to try out YouTube Gaming & VR
  • A fitness studio for YouTube Wellbeing, where attendees could work out
  • A kitchen for YouTube Kitchen, where individuals could cook
  • A music studio for attendees to create and listen to YouTube Music

The YouTube House enlisted the help of YouTube stars like The Fitness Marshall and Laura from Laura in the Kitchen, and was promoted after the event with a video to show off the exhibits and inform interested consumers.

Catering To Young Consumers: Bringing Digital Into The Physical

YouTube’s objective was to showcase their many services in a physical space, catering to young consumers who prefer digital sites but interactive experiences.

With Gen Zers spending more time on YouTube than watching Netflix, Hulu or cable, YouTube is smart to address this audience with an in-person activation, backed by an explorative video for those who couldn’t see the exhibit.

YouTube’s Activation Aligns With Their 2019 Brand Goals

The YouTube House activation addressed the brand’s goals for 2019, which are supporting creator and artist success, improving communication and engagement and living up to responsibility, as described by CEO Susan Wojcicki.

YouTube made steps to improve engagement by showcasing their services at the YouTube house, which was targeted to young consumers. Plus, with the YouTube House, the brand supported creator success and showcased prominent YouTube figures with vast followings.

YouTube is actively working to engage more consumers as they expand their marketing tools and make a greater impact in the digital marketing space.

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About the Author

Victoria Pallien

Victoria Pallien is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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