Oh Google, Is There Anything You CAN’T Do?
Google has begun testing with in-stream video ads from a small group of U.S. advertisers and publishers using AdSense.
Ad creative will be less than 30 seconds and made skippale by the users. Publishers will be able to choose which videos to monetize as well as their ad’s location within the video, and track their results using AdSense. Participating sites within the network will test using each publisher’s Flash player as opposed to Google video-hosted forums. In the tradition of AdSense deals, the ad revenue will be split between Google and the website publisher.
This unanticipated move of adding in-stream video ads to its AdSense system can only help to validate the use of video ad-serving systems, according to BrightRoll CEO and founder Tod Sacerdoti. With further growth in the video ad market, Google puts itself in competition with video ad companies such as BrightRoll, Tremor and Lightning Cast, which was acquired by AOL a year ago.
“They tend to thrive in the environment when they have 100 percent control of how the ads are delivered, and they tend not to thrive in environments where there is a lack of standards,” Sacerdoti said. “To me the simple answer is if buying AdSense was effective to your brand before, then this is a good product to pay attention to, but if buying AdSense hasn’t been relevant to your brand then the video won’t be either.”
In addition to this most recent endeavor, Google ran two pilot tests previously that allowed publishers to choose video clips with bundled ads to display on their sites as part of an AdSense video distribution and sponsorship that involved Epicurious.com, The Wall Street Journal and Conde Nast LX Networks. Google also offers click-to-play video ads to its AdSense publisher network.
Reader Comments.
Yes, there are things that Good can’t do, at least not yet.
For example, I don’t believe Google has yet figured out how to sell ads to brand name advertisers that pinpoint the actual locations,and inventories,of store front merchants anywhere in the world that carry the products and services of the advertised brands.
This is roughly analogous, say, to national advertisers who do media buys on local TV and in local papers where the ad agencies know ahead of time, say, within 12 hours or so, that the goods are available in a given store.
It can be done, of course, on the public Internet. But, so far as I know, Google in particular does not know how to do it.
If there is anyone out there, especially ad agencies, who DO want to know how to do it, they should contact me.
Derick,
We can do what you ask at www.FourSpots.com.
Our online video ad marketplace allows a small business to select and edit a video ad template and initiate a campaign in less than 15 minutes. They can also upload their own video ad and have it distributed as well. We are a young company which is growing quickly and our platform would actually complement the video networks like BrihtRoll, Tremor, Lightning Cast and now Google. Please contact me at “ken@fourspots.com”.
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