The Video Ad Revolution? Google’s Video Adsense Move

Google InVideo Ads
This morning I was putting the finishing touches on the next installment of my SEW Content Advertising column when the announcement below hit my inbox.

It caught my eye because my article is the first in a series describing the little-known secrets and best practices for advertising on Google AdWords’ Content Network using non-text ads – i.e. static and animated banners and video. These media types are scary to many advertisers because they seem to be so far outside their “text ad comfort zone.”

But as I’ve explained in past columns, advertisers can’t afford to ignore the opportunity to advertise “there” – one Google insider told me new sites are joining the network at the dizzying rate of 100,000 new sites per month. At that rate the potential click inventory may soon rival that of the Search Network.

And “there” is no longer one “place” – Google’s Content Network now includes mobile sites, as well as entirely new media (The New New Media?) like Gadget Ads, and the InVideo ads Google describes here:

We know that publishers are quickly adding video to their sites and
looking for ways to earn additional revenue. If this sounds like you,
look no further than AdSense for video, our solution for qualifying
publishers. You may remember that we announced AdSense for video as a
pilot last May.

Since then, we’ve tested a variety of ad formats with the interest of
users, publishers and advertisers in mind. As a result, we’ve decided
that AdSense for video will use the InVideo ads adopted on our own
property, YouTube, which enable advertisers to make a single buy at
scale. Also competing in the auction – and unique to AdSense for video
and AdSense video units – are text overlay ads which are contextually
targeted to signals in your videos and on the page where the video
lives. The InVideo ads are paid on a CPM basis, while the text overlay
ads are paid on a CPC basis. You can see ad demos at
http://www.google.com/ads/videoadsolutions/demos.html . While we’ll
continue to test a variety of ad formats, we believe that overlays are
the best way to balance user experience with the needs of our
publishers.

AdSense for video is now available to publishers who, at a minimum,
serve one million video streams each month and are based in the U.S.
with English language sites. In the near future, we do plan to expand
the program to more publishers of various sizes and locations.

You may be wondering how this offering differs from the other video
advertising solutions that AdSense (and YouTube) have rolled out in
the last year. To give you an overview, we’ve launched a site at
http://www.google.com/ads/videoadsolutions/.

To apply for AdSense for video beta, please visit the AdSense for
video page on the Google Video Advertising Solutions site at
http://www.google.com/ads/videoadsolutions/publisher.html . You can
also learn about the various ways to earn revenue from video content
by watching this video.

http://www.youtube.com/watch?v=p2hPslGRBfQ

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