The July 22 editon of B&T is out now and carries my cover story on the rise of YouTube as a mainstream advertising medium. With one out of every three Australians using YouTube every month it has become embedded into many of our lives, and with all those eyeballs looking at it, it is not surprising that advertisers want to follow. This feature looks at the advertising options that YouTube offers and how major advertisers such as EA Games, Tourism NT, Qantas, and Lonely Planet, and smaller companies such as Shoes of Prey and ecruising.travel are using it.