AdSense Expands Video Testing

Earlier today Google announced it would expand testing for video advertising, by working with two new music partners.

From the Inside AdSense blog:

Over the next few weeks we’ll be testing AdSense video distribution and sponsorship with a small group of publishers.


Google previously tested video ads on the AdSense network working with MTV Networks.

This time, we’ll be working with a larger set of content providers, grouping together video content from providers such as Warner Music Group and Sony BMG Music Entertainment together with quality ads and offering them as playlists which publishers can select from and display on their AdSense sites.

Reuters is reporting the new test will be based on a CPM model of cost per thousand impressions as opposed to the pay-per-click model typical for contextual links.

More from Reuters:

A Web site owner can select a video channel and embed it on a section of the site dedicated to running Google AdSense ads. Visitors then can click to watch ad-supported videos within the video channel on sites running the ads.

The Google advertising system splits the resulting revenue three ways to the video content owner, the Web site publisher and Google.

I like the idea of using the CPM model over pay per click. The prior test indicated a user would need to click to play the video and then further click to the advertiser site before publishers would get paid, which might not have worked well for publishers. I assume with the new model visitors will still need to play the video before an impression is recorded, but that seems reasonable.

As with my earlier post on the video ads I’ll reserve judgment until video makes its way to the majority of publishers, but for anyone who has a video related site the video ads look like a good fit. Google might not even need the publisher network to make this work for them given their ownership of YouTube and their deal to provide search and advertising to MySpace.

The Gray Line Between Content and Advertising

Aaron Wall has a short, but interesting post on how with the video ads Google is further blurring the line between ads and content. This also makes sense for Google since both Yahoo and MSN far surpass Google in content delivery. Aaron further mentions and links to articles on how Google might take their ads offline on billboards and tv and also in video games.

The melding of advertisement and content should come as no surprise and is something that has been happening for quite some time already. Think product placements in tv shows and movies or advertisers creating content around their brand like the Burger King mascot starring in a video game. Games like Second Life have spawned virtual businesses inside the game itself.

Merging content and advertising isn’t going anywhere. As items like Tivo make it easier for us to ignore commercials and interruption marketing falling in the wake of permission marketing we should expect the line to get even fuzzier.

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2 comments

  1. There is no question about it… Video ads will be the wave of the future as they are already here. If you are a business and are looking to get your message out to your target audience Video ads are a perfect formula for this. As the major search engines spider for relevant keywords they also spider for relevant Video content. The best thing about this is that the user is already using keywords specifically relevant to the “Widget” you are trying to promote. Now your Video ad Commercials are being accessed by interested parties already in the late stages of their buying process. The more relevant places you can put your Video ads the better. A couple sites out there even allow you to advertise on their sites for free. Adwido.com and Viddler.com are a some to name a few. By doing a little more research tailored to your business the possibilities are almost endless.

    • I think we’ve definitely seen the growth of video in general and in advertising since this post was first written. Hard to argue that we won’t see more in the future as well.

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