YouTube Unveils Ad Products

  |  August 22, 2006   |  Comments

The video sharing wunderkind launched a front page video ad for the film "Pulse" last week, and one for Paris Hilton's new album today.

YouTube ran a video ad for the film "Pulse" on its front page for the first time over a week ago, with a look and feel similar to the user-contributed videos the site is built on.

That ad was followed today by a front page video ad featuring Paris Hilton, in which the celebrity directly addresses the YouTube community and plugs "Paris," her debut album released under Warner Brothers Records. Additionally, a special Paris Hilton channel on the site is sponsored by the Fox series "Prison Break."

The placements are part of a new set of ad products the company has developed to entice marketing partners. These aim to inject ads into the community lifeblood of the site rather than isolate them from it, and come in two flavors: Participatory Video Ads (PVAs) and Brand Channels.

The PVA is a regular video spot but with all the community features enabled, so that YouTube visitors are free to comment, share, embed and "favorite" the video. In the day since it was posted, the Paris Hilton PVA has been viewed nearly 80,000 times and received 415 comments. Its rating, however, is a mere two stars out of five.

"Overproduced," commented one YouTube user. "Catchy tune, nice phrasing, but your [sic] holding back. Maybe that's a good thing for now, but in time I hope your music reveals the real Paris. You have talent in this arena, a talent that's not forced (i.e. K-Fed)."

"Like you will read the comments," accused another. "You're too 'hawt' for YouTube."

The second product, called Brand Channels, is a sponsored placement that allows for "more brand-centric video experiences." Marketers can prominently feature their own branding on a page filled with video content around a particular theme, which can be anything from a recording artist to a sport. YouTube fans can subscribe to the channel to be presented with all videos from that channel on future visits to the site.

The Prison Break-sponsored Paris Hilton channel contains several videos about the making of Paris's album, as well as sponsor videos featuring the show's trailer and interviews with the actors. The Paris Hilton videos are cut together with the sponsor clips, which automatically play when the featured content is through. Banner units promoting the channel appear widely on the site.

YouTube was not immediately available for comment.


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

Zachary Rodgers

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. 

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...