Google to test display, rich-media ads on Google Video

Google will test display, rich-media ads on Google Video

Google will launch a public test to show display and video ads on Google Video, another step in the search giant's slow exploration of graphical ads on its own services, according to sources familiar with the plans.

Possibly as early as Thursday or Friday, Google plans to announce it will stream for free some premium videos on Google Video which are normally fee-based, and accompany them with a banner-like ad and a video ad.

The banner-like ad will be displayed for the duration of the video on the Google Video player interface, while the video ad will be shown after the clip ends, sources said.

The ads and the videos will not be matched at random. Instead, advertisers will choose the videos they want to sponsor. In this manner, advertisers will avoid having their brand associated with a video they find objectionable.

The Google Video test may be short, running for only a week, and the ads will be attached to about 2,000 videos from about 8 providers. The videos will be from professionals, not amateurs. The test involves about 5 advertisers who are paying to participate.

After the test, Google is likely to continue revising and refining how it plans to display graphical and video ads on Google Video, sources said.

The motivation behind the test is likely two-fold. Google is probably responding to advertiser interest and feedback. It may also be testing ways to attract more users to Google Video, by making some fee-based videos available to all visitors. Currently, Google Video clips are either free or fee-based. Until now, video clips haven't been supported by ads.

Google didn't respond to several calls seeking comment.

Google, whose revenue comes almost entirely from pay-per-click text ads, is under pressure to diversify its advertising mix and has indicated an intention to expand the scope of the ad formats it offers its advertisers. The company cited its interest in exploring display and multimedia ads as a reason for extending its partnership with AOL at the end of last year.

Rival Yahoo has a much more balanced ad-revenue mix that includes pay-per-click text ads, banner ads, classified listings and rich media ads, among other things. A big concern about Google's overwhelming reliance on pay-per-click ads is click fraud. Some experts estimate that as many as 20 percent of the clicks on these text ads may be made maliciously, without any intent to do business with the advertiser.

Guzman & Co. financial analyst Philip Remek, who is unfamiliar with the Google Video test, wasn't surprised to hear about the plans.

"They're really trying to take on Yahoo here with a multiple-platform approach to online advertising, especially for big ad clients with brand names to promote," Remek said. "I expect them to make a push to [graphical] advertising. It's part of their strategy,"

Google has been wise to keep graphical ads out of its main search result pages, where the contextually-generated text ads are the most appropriate format, Remek said. However, the company's Web portal-like services, such as Google Video, Google Finance, Gmail and Google News, could be good places to run graphical ads, he said.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Juan Carlos Perez

IDG News Service
Show Comments





Back To Business Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?