Changes delineate premium shows and movies from user-created clips.
YouTube has begun the first phase of a redesign that will highlight its gradually expanding library of premium shows and movies. The move, first reported last month on this site, will clearly separate that quality content from the ocean of user-generated clips that drove YouTube's popularity.
Navigational changes include the introduction of two new tabs -- "shows" and "subscriptions" -- to YouTube's masthead. Meanwhile the site has dropped a "Community" tab, which included contests, events, and groups.
The changes are motivated largely by the need to enhance YouTube's appeal to advertisers, and to increase the available quantity of its preferred video format: in-stream ads. Advertisers can bid on this inventory through the Google TV Ads program, which has been expanded to offer both broadcast and online ads.
"Advertisers will be able to use Google TV Ads Online to reach the millions of people who come to YouTube to watch this content," Google noted in a blog post. "That's not only good for advertisers, but content partners who are looking to generate revenue from their videos online."
YouTube's original plan was to roll out the new site design the first week of April, but the date was pushed back for unknown reasons. Its sales team has been pitching launch packages to agencies for approximately six weeks, according to one agency source who was briefed on the changes.
While agencies are by and large excited about the new design, content freshness remains an issue. Movies and TV shows available now include mostly older fare from CBS, MGM, Sony, and other partners. Current films and series are markedly absent.
Google has hinted it's close to signing new licensing contracts for long-form programming. During the company's Q1 earnings conference call yesterday, CEO Eric Schmidt said the company is making steady progress with movie studios. "We will be announcing additional things in that area literally very very soon," he said.
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!
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.
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.
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.
Wednesday, July 23, 2014