Google Launches Contextual Video Ads

  |  May 23, 2006   |  Comments

Google will begin showing "click-to-play" video ads on partner sites in its content network, the company announced last night on its Inside AdWords blog.

Google will begin showing "click-to-play" video ads on partner sites in its content network, the company announced last night on its Inside AdWords blog.

The ads join existing text, Flash, and image ad formats for advertisers in the U.S., Canada, and Japan. Google had been testing rich media ad units since January.

According to the AdWords blog, video ads will compete for placement on sites with other text, Flash and image ads. As with image ads, advertisers can choose to bid on a CPC or CPM basis. They will be available for campaigns with both site-based and keyword-based targeting, and can also be geo-targeted internationally, nationally, or locally.

To be less intrusive, Google is making the video user-initiated. When a page loads, users will see a static image until they click the ad to play it. The unit will have fast-forward, pause, and volume controls, and will click through to the advertiser's site.

Google is touting the video ad unit as a good option not just for branding, but for direct marketing purposes as well. "This feature makes video ads much more accessible to all advertisers," according to the Inside AdWords blog. "Now, an owner of a small bed & breakfast in Lake Tahoe can put a video tour of his beautiful chalet right next to an article that talks about skiing the epic slopes of Squaw Valley."

The video ad units are expected to boost Google's contextual ad network, which has been criticized for bein less effective than its search ads, according to Greg Sterling, principal analyst at Sterling Market Intelligence.

"It's a fascinating development that starts to bring the promise of the Internet's precision targeting capabilities to TV advertising. And, in a way, this is Google's first step into TV," Sterling wrote in his Screenwerk blog.

While video ads are certainly not new, the reach of AdSense and its related targeting capabilities make this offering stand out, Sterling said.

Join ClickZ's Online Video Advertising Forum in New York City, June 16, 2006.

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

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

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

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.

Resources

Jobs

    • Copywriting & SEO Specialist
      Copywriting & SEO Specialist (HeBS Digital) - NEW YORKJOB DESCRIPTION     JOB TITLE:         ...
    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...