Google Capitalizes on Online Video Explosion With In-Video Ads
ADOTAS — Web search behemoth Google Inc., is leveraging its mammoth ad network — with new program called AdSense for Video – to sell ads that will appear in Web videos across the Internet.
Previously, Google used AdSense in text ads, but the company is broadening its program to offer clients graphical ads and text overlays.
Since buying YouTube in November of 2006, the Web company has been plotting how to bring home the Benjamins by inserting ads into video. Six months ago, Google made its first move by introducing overlay ads to YouTube.
AdSense is part of Google’s broader ad initiative – over the past few years, the Web company has placed ads on the airwaves, on TV, in newspapers and on mobile devices. But in its 2007 report Google admitted that ad revenues in its latest initiatives “were not material.”
Industry watchers say Google is moving toward video in a bid to make significant gains in a new, but promising market.
AdSense is partnering with about 20 specialty sites, including YuMe, Brightcove, BobVila, eHow and MyDamnChannel.
“Being part of Google’s AdSense for video beta provides our publishers with a powerful new avenue for realizing the full revenue potential of their video inventory,” Jayant Kadambi, CEO of YuMe, said in a release. “We’re excited to be working with one of the true innovators in online advertising to leverage our ad management platform and newly launched Adaptive Campaign Engine capability.”
Microsoft and Yahoo also sell and deliver ads to partner sites; Yahoo recently acquired Maven Networks for $160 million.
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