The document discusses YouTube's growth into a major media platform and opportunities for digital marketers. It notes that YouTube now receives more traffic than many large websites and that a YouTube channel can reach audiences comparable to broadcasting on a major TV network. Examples are given of viral video campaigns on YouTube that drove large increases in views, subscribers and product sales. The document advocates that marketers view their YouTube presence as ongoing media assets rather than one-off campaigns and provide high-quality, engaging content to leverage YouTube's distribution and measurement capabilities.