YouTube to Carry Clips and In-Stream Ads From Disney/ABC

  |  March 31, 2009   |  Comments

A baby step toward top-shelf programming.

In a deal that will bring a bit more top-shelf entertainment that brand advertisers are looking for, YouTube will carry short-form content from Disney/ABC Television Group.

The agreement between Google and Disney/ABC will create numerous ad-supported channels with video content from ESPN and the Disney/ABC Television Group. Visitors will be able to watch teaser clips and recaps of ABC shows like "Grey's Anatomy," "Lost," and "Desperate Housewives," and similar short fare from ESPN.

The inventory will be monetized, in part, with in-stream ads sold by ABC. Google said Disney Media Networks will "test" pre-roll ads in its video content, and that YouTube's overlay and banner ad formats will also be available.

However there are many indications the site's in-stream ad plans are much more than a test.

In mid-April the site is expected to unveil a redesign that will play up its high-quality shows and movies. Under that revamp, first reported yesterday by ClickZ, the current homepage tabs "videos," "channels," and "community" will be replaced with tabs for "shows," "movies," "music," and "videos." The first three tabs will display premium shows, clips, and movies from Google's network and studio partners, all of which will be monetized with in-stream advertising. Meanwhile the "videos" channel will house amateur and semi-pro content of the sort major brand advertisers have shied away from.

Meanwhile Disney/ABC is rumored to be in talks to buy an equity stake in Hulu, the rapidly growing video entertainment portal jointly owned by News Corp. and NBC Universal. If that rumored deal takes place, ABC shows would likely become available in their entirety on Hulu -- leaving YouTube out in the cold for the foreseeable future.

Should that happen, however, Google may be better positioned to do a deal with CBS, which has so far refused to allow its full-length shows to be syndicated either to Hulu or YouTube.

Google already carries longer shows from CBS, Lions Gate, MGM, and Sony. But they're primarily archived series such as "Beverly Hills 90210," "MacGyver, and "Star Trek The Original Series."

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...