Google Extends YouTube’s Promoted Videos
In a move to capitalize on the massive growth of the online video market, Google launched Promoted Videos, an auction based video ad platform. The video ads are displayed in the YouTube search results, the YouTube homepage, video watch pages and recently across the AdSense network. As of yesterday, advertisers can purchase Promoted Videos directly in Adwords. “Any Adwords advertiser with video content – from a small business looking to promote a product, to a movie studio premiering a new trailer — can use Promoted Videos to make sure their videos find a larger audience.” This launch has included Canada, the UK, France, Italy, Germany, Spain, the Netherlands, and of course, the US. It creates a one-stop shop for Google advertisers and will integrate the Adwords UI for YouTube campaigns.
Promoted Videos are driving millions of video views per week. Clicks have increased 500% since January and, in a world where 20 hours of video are uploaded to YouTube every minute, Promoted Videos have proven to be an excellent way of distributing that content. The addition of Adsense will enable content producers to dramatically extend their reach and allow publishers to further capitalize on their ad space. The Promoted videos will also replace the Adsense text ads in the YouTube search results, although text ads will still be seen in vacant slots. The ability to purchase Promoted Videos in Adwords should see more advertisers using video ads. Purchased on a cost per click (CPC) basis, these ads are easily purchased, managed, and blended with exiting Google campaigns This integration could see further growth for the online video market, which already saw 195% jump year on year.
To me this seems a very sensible move by Google. There is obviously a huge demand for online video content. “In January 2009, 147 million U.S. internet users watched an average of 101 videos per person.” Promoted Videos provide content generators with a means to generate traffic (views) and connect their videos with the desired audience. In YouTube search, users are simply provided with more of what they are actively seeking, as sponsored videos will show up instead of sponsored text links. Publishers will also relish this opportunity, as video links will surely get higher click through rates then text ads across the Adsense network. I think Google will see a large increase in income from YouTube and, with an unrelenting growth of online video content, I could see Promoted Videos change the surface of PPC advertising.
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