Pre-roll video advertising can be annoying, but this offering has advantages over other approaches.
So it's happened. YouTube is adding its version of the pre-roll ad to its offerings; it's called TrueView Video Ads or "in-stream" placements. YouTube is also putting this in the pay-per-view category of advertising. Now this ad format is not new to YouTube since certain channel "partners" like the Onion and other premium content providers started inserting pre-rolls sold via YouTube a while ago. But this is a much broader rollout of video ads within YouTube.
Now clearly this marks a reversal of the statements (or rumors, I guess) we heard that YouTube would not insert pre-roll, mid-roll, or post-roll ads into its videos. And YouTube is more pleasurable than other video sites that force viewers to sit through a :15 ad (or worse, a :30 ad) before watching video content.
To YouTube's credit, it is being as polite as possible by allowing consumers to skip an ad after 5 seconds and limiting them to one ad every 7 minutes. If ads show up in embedded videos on people's sites and blogs, I believe it will be a boon for services that do not require pre-rolls and hosted solutions like Brightcove.
The thing I really love about these ads - in the style of Google AdWords - is that they include a serious performance element. An advertiser pays only if:
So if someone skips the ad after a few seconds, you as an advertiser pay nothing.
The service is managed through your AdWords account and, according to the literature I have, you will need Google's assistance in setting up a TrueView campaign because it is still in the pilot phase. It is auction-based and I am not 100 percent up on all the filters and video targeting options yet. But I'll follow up with a column when I get my head around those details. (Of course, if you have them, please comment.)
All in all, I am pretty excited about this because it should add a whole new creative canvas over the current video offerings available online. The really interesting part is that there is no limit to a video's length. So if you insert something interesting like those original magical video episodes from BMW films starring Clive Owen (my all-time favorite Internet video campaign), you could potentially get several minutes of a consumer's time.
So here are some specifics around the offerings:
Below is an image of the new ads with the "skip" option. (To see a quick video demo of the ad, click here.)
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT