YouTube has announced that they plan on using a Google-like ad model where sponsored videos will appear as part of search results. Some quick reactions:
- I’m surprised they didn’t do this before. This is pretty much a replication of the Google model and, given that Google does own them this is pretty much a layup.
- I’ll be interested to see who ends up buying really popular searches on YouTube. For example will Toyota be buying “cute kitty” just for reach purposes?
The big question for me is, what are the value-added services YouTube is thinking of here? They already have sponsored pages of sorts, and these ads should go a pretty significant distance in driving traffic to those pages. Also, they know quite a bit about their consumers; will they be able to target these ads on layers outside of search? For example, will I see a different ad for a movie trailer than my wife? Perhaps my trailer will have a lot of explosions and ninjas and hers will have a couple dreamily looking into each other’s eyes? This would sort of be a type of multi-dimensional targeting. This type of targeting would have planning applications as well, much like Google AdPlanner.
Also, are we going to see “YouTube” studios - an online facility that will allow advertisers to make templated videos that will feel like a YouTube video, rather than the 30 second spot they just ran on TV? Finally, are we going to see a full integration of YouTube into Google video? This seems like the first logical step.
Lots of questions. Not many answers. I’m looking forward to seeing how this develops.
Tags: advertising, video, youtube
We’re all familiar with the barrage of advertising consumers face on a daily basis. It makes sense that the more advertising messages that appear within a medium, the less likely consumers are to remember or be persuaded by any particular advertisement - this is the effect of ad clutter. But how do you account for ad clutter in your online campaigns? We’ve developed a new custom “Clutter” metric to measure its impact. Blending online audience data from NetView and advertising data from AdRelevance, the clutter metric pretty simple:
Number of Impressions (from AdRelevance) / Total Minutes = Clutter
This metric can help media planners and advertisers target sites with less clutter for maximum effectiveness, while giving publishers even more quantifiable data to position their sites for increased ad spends. For more information, see my article in our September client newsletter.
On October 10th, I’ll host a webinar and present details about this metric, its formulation, and the assumptions behind it. I’ll also provide sample data, and take a look at which specific demographic groups are exposed to high levels of clutter and which advertisers tend to be in more or less cluttered environments. Find out more and sign up for the webinar here.
Tags: ad clutter, advertising
With the first “online Olympics” in the record books - the records broken are notable. More than 10,500 athletes representing 205 countries participated, with 87 nations taking home medals from at least one of the 302 medal events. One-hundred and thirty-two Olympics records were broken and the athletes set 43 new world records. And, of course, Michael Phelps set a few bars of his own.
But enough about those records…what did we mere mortals do online over the course of the games? The interest in China, continued improvements in technology and the prevalence of content on a 24/7 basis drove high online “participation” among U.S. fans during these Olympic games as measured in online media usage.
For details on Olympics-related Web traffic, online advertising and “buzz,” please see my complete wrap-up of the online games in the Information Center on our home page.
Tags: advertising, nbc, olympics
