Population Statistic: Read. React. Repeat.
Tuesday, October 09, 2021

Ever since acquiring YouTube, Google has been struggling to introduce substantial monetization elements into the online video service.

The answer they’ve hit upon: Turn YouTube’s very content into ads. On the heels of a significant YouTube-tailored revamp of how it presents and sells AdSense inventory for video clips, Google is preparing to distribute YouTube-hosted clips via the AdSense network, so that select video shorts will appear on publisher sites.

These ads won’t feature the innovative video-within-video ad format being rolled out on YouTube.com; instead, they’ll feature static banner images wrapped around the dynamic video clip. But otherwise:

But Google won’t be pulling clips from YouTube’s entire library, which includes a multitude of wacky segments contributed by amateur videographers. The material sent to other Web sites will be confined to video from providers who sign consent forms…

With the new twist, Web sites participating in AdSense now can sign up to specify the kinds of YouTube videos they want shown on their pages. A Web site focused on automobiles, for instance, might want to display YouTube videos about cars and other vehicles.

More than 100 video providers — mostly professionals — have agreed to allow Google to distribute their content. Initial participants include TV Guide Broadband, Expert Village, Mondo Media and Extreme Elements.

I’ve checked my own AdSense control panel, and I don’t see any opt-in for running these new ads. If that does show up, I’ll be sure to enable it, just to get a glimpse. I already have AdSense’s traditional image/video ads running here, so it’s not much of a stretch.

It’s not surprising that Google wouldn’t include the stereotypical amateur clips in this mix. But by not doing so, it deprives this new ad channel of a less-polished presentation that, while probably toxic to advertisers, would break through the ad clutter with viewers. It seems that Google is banking on nothing more than the YouTube brand for these new ads, even if the clips — being professionally or at least semi-professionally produced — aren’t really representative of what people expect from YouTube.

UPDATE: That was quick. Checking my AdSense backend tonight, I found an option for enabling “video units”, the link for which takes you to a YouTube-hosted interface. From there, you customize the settings for an embedded video-ad player that you can paste onto your own site.

And as you’ll see if you scroll to the bottom of this post/page, I’ve gone ahead and set one up for Population Statistic. Here’s the looks of things:
Green color scheme, naturally. You can see the ad placement: A permanent banner on top, within the player’s skin, and then a fade-in/fade-out translucent one that superimposes on the video itself. Otherwise, a standard video-player interface.

The default is for Google’s AdSense bot to serve up YouTube ads that match up with pertinent keywords on the page, just like traditional AdSense does. But you can specify ad-clip providers, from a fairly lengthy list of YouTube content producers. I chose to go with the default.

Very interesting, in the early going at least. I’m hoping this placement will generate more revenue than the AdSense large rectangle that I’ve had there up until now.

by Costa Tsiokos, Tue 10/09/2021 09:18:01 AM
Category: Advert./Mktg., Internet
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1 Feedback »

    It’s funny, the attention some random post in this space attracts. Mere hours after I wrote a little something about Web video distributor iAmplify, I got an invite from one of their sales reps to join their affiliate network.
    And I did, as signi…

    Trackback by Population Statistic — 02/06/2021 @ 07:58:02 PM

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