Looking on YouTube though I noticed that if you go into the community section, many of the featured Groups are advertisers. I wonder if they pay for that. Today they have Rocawear "I Will Not Lose" campaign. Vids with celebrities like Ciarra, Three Six Mafia, and other's "A" list Hip Hop / R&B artists talking about not losing and perservering without obstacles. Which is cool, do gooder advertising.
They also have Listerine FreshBurst man on the street interviews which are not very entertaining and unabashedly self-serving.
YouTube offers deep opportunities for testing advertising production. These days it seems like online is partnering more and more with direct street teams, a mesh of the international and local.