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 San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

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

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Customer Service Representative
      Customer Service Representative (Common Sense Publishing) - Delray BeachDo you thrive on chaos? Love to multi-task? Enjoy a fast paced work environment...
    • Business Intelligence and Reporting Analyst
      Business Intelligence and Reporting Analyst (Stansberry and Associates) - BaltimoreStansberry and Associates is seeking a driven individual to fill...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...