Google Grows Video Content Network, Runs Its Own Video Spots

  |  February 27, 2007   |  Comments

Google is now delivering clips from Condé Nast, WSJ.com and others in hopes of luring ad dollars from brand advertisers.

Expanding on an ad-supported video network offering that got its start last summer, Google is now delivering clips from Condé Nast, Dow Jones and Company's WSJ.com and other content providers across sites in its AdSense network.

The video ads, which have been sold both by Google and its content partners, run within video clips served in Google AdSense ad placements. Ad revenue is shared with both content providers and network sites featuring the Google-served video.

In one current example, a unit featuring 19 music videos, including one from Warner Bros. Records band Muse, is running on fashion site Adversus. A spot for Burger King's BK Stackers was served between videos.

WSJ.com's non-business video content in the Arts and Leisure, Pursuits, Health and Wellness and Opinion categories will now be delivered to AdSense network sites, according to a Dow Jones Online spokesperson. The publisher also distributes its video content through the Brightcove ad network and uses Blinkx's video search technology to make video more accessible on its own sites.

A Condé Nast spokesperson confirmed the publisher would be distributing its video through the Google network, and added, "at this point we're not ready to share any additional details on this program." According to a New York Times report, Sony BMG Music Entertainment has also joined Google as a video content partner. Google did not respond to interview requests from ClickZ News.

Google's objective is to woo bigger brand advertisers that don't spend much on the search firm's more ubiquitous text ads. However, the lack of control over where ads appear when served through video ad networks could be a deterrent for some media planners. Sacha Xavier, regional lead for advanced marketing solutions at Avenue A/Razorfish, has incorporated video into branding campaigns for clients like Verizon. But she prefers a more hands-on, customized approach than networks typically can provide.

“Oftentimes when you're running video, you're running it for branding campaigns," Xavier said. "We like to really custom tailor it and create a video message that works for the site in which we run. Running my video across multiple sites on a network doesn’t allow for that."

In August, Google unveiled its video distribution trial through a partnership with Viacom's MTV Networks. Short clips from Nickelodeon's "SpongeBob SquarePants," MTV's "Laguna Beach: The Real OC" and promos for the 2006 MTV Video Music Awards were distributed throughout the network.

The growing content network allows Google's video partners to monetize the distribution of their product. This comes at a time when Google-owned YouTube has alienated media firms, most notably Viacom, for not providing a cut of ad money generated through their content posted by users to YouTube.

Google is running its own video ad campaign for its Gmail service. Ads on WSJ.com display a series of quirky video spots featuring puppets, and allow users to browse through tips for using the e-mail service.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

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

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...