Youtube Promoted Videos can be a great addition to an Adwords campaign as it is biddable, keyword based and Youtube is the second largest search engine after Google and above Yahoo (in the US). Okay, so no-one is going to be searching to purchase on Youtube, but for a branding message, to get it in front of your audience when they are in a different but tangentially related mindset, Youtube can be used to improve brand consideration…not in this case though:
‘Car crash’ is a popular search term on Youtube as people always like watching videos about other’s misfortunes for humour-content. However Nissan and Ford, by sponsoring ‘car crash’, or more likely broad matching ‘car’ are definitely sending out the wrong message!
On a better note, Europcar are probably doing more of the right thing – as someone who is searching for funny car crash videos, might one day in the future have a car crash and remember Europcar if they need car hire.