Something weird seems to be happening. And, it is YouTube-related. (Isn’t everything these days?) What is it? It appears some firms have decided that the best and cheapest advertising, viral or otherwise, begins [and ends] with YouTube.

Pinger is an excellent example. Via YouTube, the founders of offer this video introduction to their new business model. (Look to the lower-left portion of your screen. Then click “video” under “Learn More.”) How does The Distillery feel about using YouTube as a primary advertising medium? We are not certain. It seems both right and wrong. Let’s explore that assessment a little more.

YouTube is an excellent fit with what is suspected to be Pinger’s primary target market–younger-aged text messengers. On the other hand, and keeping recent survey findings in mind, using YouTube will not be the best vehicle for what is assumed to be another Pinger target market–older adults more accustomed to voice and phone, but have not yet adopted text messaging. (Note: Pinger combines voice with text messaging and your cell phone. It supposedly offers the best of both worlds.)

Is YouTube Pinger’s only advertising medium, other than any viral or word-of-mouth from the YouTube video? The Distillery would appreciate if its readers let it know where else Pinger ads have been found. Yes, there are the press releases and very likely some public relations work, but will they be sufficient?

 We also see Pinger aligning itself with–again emphasizing a younger target market. Does that mean Pinger is eschewing older users who might actually find this form of “text messaging” not only fun, but useful? Only time will tell if a YouTube-focused advertising campaign is sufficient. But until then, you might give Pinger a trial–regardless of your age.

 Home page:  Pinger

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