Google Launches AdSense for Video Beta Program

  |  February 21, 2008   |  Comments

Text and graphical overlay ads will be contextually paired with video publisher content over a new Google Video Advertising Solutions site.

Google is launching a new AdSense for Video beta program today to bring contextually targeted graphical and text overlay ads to publishers of online video content in the same manner as Google AdSense.

The beta program is an extension of Google's In-Stream Video Ads, in operation since last May, but will center on the different ad formats now being made available. Graphical overlay ads, similar to what the company offers with certain YouTube videos, temporarily cover 20 percent of a video, and will be priced on a CPM basis. Text overlay ads, which appear as semi-transparent layers over the video or as a logo, will be cost-per-click, according to the company. The beta program will not place pre-roll, post-roll or interstitial video ads with video content.

The possibility of a cost-per-click system appealed to Bob Heyman, chief search officer for MediaSmith, a media buying and planning agency, who said he expected Google's involvement to help build a critical mass for online video ad placement.

"We think that a pay-per-click, keyword targeted video ad solution is a big winner," said Heyman. "Pretty much all the video advertising that you can buy so far has been CPM, and since 45 percent of the interactive advertising dollar goes to search, we think there is no reason why video advertising shouldn't possibly have that same kind of split."

Ads placed through AdSense for Video will be contextually targeted to match the video's content. Google will make decisions based on the text-based content surrounding a video as well as metadata feeds supplied by the publisher or video creator. Ads will appear on partner sites within the Google Content Network, as well as on YouTube, but will generally be restricted to professionally or semi-professionally produced content.

The program launches with approximately 20 partners, including direct video sites like BobVila.com, eHow, MyDamnChannel, ExpertVillage, PinkBike, TheNewsRoom, and social video aggregators Revver, blip.tv, and GodTube, according to the company. Video ad platform providers Brightcove, Yume, Tremor Media, and Eyespot Network have also connected their systems to AdSense for Video to give their customers the ability to sell excess video ad inventory via Google.

The beta currently has no set end date, but is available for U.S.-based publishers with a million or more streams a month.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Matthew G. Nelson

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

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

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.

WEBINARS

Resources

Jobs