Google made big waves this week when they announced their plans to offer their Google Ad Sense video option to advertisers on a large scale. This has been in testing for quite some time and many companies have been anxiously awaiting the opportunity to give it a try. Although the percentage of video ad spending is much less than overall internet advertising, Google believes that this will change as soon as more people are given the option of using video ads.
Currently, there are hundreds of thousands of websites utilizing Google ads and with Google’s large share of internet advertisers, it is believed that they will be able to make their mark very quickly. Google will be footing the bill for streaming the ads, so web site owners will not need to worry about any bandwidth increases on their end. In addition, publishers that decide to utilize Google video ads on their sites have the opportunity to earn even more money.
Although their text ads accounted for $16.6 billion in revenue last year, Google stated in a release that, “Revenues realized through the Google Print Ads Program, Google Audio Ads, Google TV Ads, Google Checkout, YouTube, Postini and Search Appliance were not material in any of the periods presented.” This may change as more publishers and companies decide to give the video option a try.
There will be two main options for advertisers that are interested in the program. One interesting method that Google is trying will allow advertisers to select either video only, or video with text overlays that will rotate every 20 seconds. These ads will be appropriate to the page where the video ad appears as well as the video itself. Overlays are increasing in popularity as more web viewers decide that it is a better option as opposed to pre or post roll ads.
“This allows us to become a one-stop shop for people interested in in-video advertising,” said Christian Oestlien, a Google product manager. She also noted that advertisers will have the option of having their video ads displayed on YouTube as well as Google’s large network of publishers and partners.
So far, 20 major partners have signed up to be a part of the initial project. Revver, Brightcove and YuMe are among them and expect that the ads will be received quite well. These partners will be able to deliver their own content and special ads to their specific existing networks. So far, Google is limiting the project to sites that are based in the United States and have more than one million video views a month. This is expected to change however as the program matures.
Microsoft and Yahoo are trying to get their foot in the door as well. They already offer video ads, and Yahoo recently purchased Maven Networks, a company that specializes in assisting large publishers with their video advertising needs. Maven’s client list includes Fox News and Gannett. This acquisition will certainly be interesting in light of Google’s latest move.
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March 2nd, 2008 at 8:35 pm
As much as I hate to say it, in-video advertising is the way forward and this move will no doubt be another ridiculously profitable one for Google. It will be annoying having ads pop-up on every other video online though. The blogs will eventually catch on and flog the idea to death no doubt.
March 4th, 2008 at 3:03 pm
Yeah, I can see this being ridiculously popular as well. Good game, Google.
April 15th, 2008 at 3:49 am
I agree. I for one love to include video’s in my sites where I put my affiliate ads. As a shopper I would also like to see a video for the product before buying it. So this is a good move for Google.
April 17th, 2008 at 2:09 pm
It was expected that Google will eveolve in AdSense somehow…It’s getting bigger and bigger avery day, I honestly didn’t expect this, the AdSense video update but I think it’s a good thing bringing some life into your site as long as you wat to use Google Ads…And why not, maybe this is a good move for web masters to…people are attracted to moving images..:P. I also heard that this feature is not available in all countries yet….
May 21st, 2008 at 2:44 pm
This is an exciting concept. Not sure how exactly it works. But its a good way to change things up. I might try it out soon, but there are probably other ways of optimizing them than the previous clicking text ads. Hopefully you can figure that out soon.
June 22nd, 2008 at 11:57 pm
You know that is something that will cause a lot of people to stop visiting sites. I do not want advertisements bombarding me like they do in banners and pop ups. I hated it when the tv plays more commercials and makes a movie last 3 hours when it only 1.5 hours.
Evolving the business is great but to what expense to the viewer.