Google reveals advertising strategy for YouTube

You Tube, which has been bought by the Big G (a.k.a Google) in November 2006, has revealed its new online marketing strategy - small half transparent adverts are incorporated in a selection of video clips.

* How does it work?

The advert will be shown for 15 seconds after a user has started to watch the video. It will appear for 10 seconds on only 20% of the bottom screen without much disturbing the viewer. The user will have the choice during these 10 seconds to close the ad or even let it run throughout the video clip.

* Who would apply for this new marketing channel?

For the moment more than 1000 partners such as BMW or Warner Bros. have the possibility to broadcast their message through YouTube.

* Will the ads show on all YouTube videos?

This new advertising system will only appear on selected partner videos and not on the personal movies.

* How can the target group be selected?

Companies will have the possibility to target their ad through different criteria like demographic, geography or even day part.

According to Google “Less than 10% of viewers actively move to close the overlay when it appears and that there is a 5 to 10 times “click-to-play rate” compared with standard advertising format”.

This means it could be a good opportunity to diversify the way to broadcast an advert and try to get other people or new target groups never reached before. With this new way of presentation, community and sharing websites like YouTube will capture the interest of more people and as a result generate more revenues for Google and its partner companies.

Contact Tetridia on +44 (0)20 8144 6655 for more information about search engine marketing and new developments in the search industry.

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