Video Ads for AdWords - Search For Publishers?
Posted on 05.23.2006
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Google is announcing the release in the coming days of click-to-play video ads on the content (affiliate) network. Video ads will be available to AdWords advertisers on a cost per click (CPC) or cost per thousand impression (CPM) basis. Ad will be supported by both site and keyword-targeted campaigns and geo-targeting will be available internationally, nationally, or locally, although only in the US, Canada and Japan initially.
What is most impressive about the video advertising model is that users will have complete control over viewing the ads. Bismarck, from the Video Ads team, says "When a page loads, only a static image will be visible; the video will not start playing until the user initiates it. He or she will be able to advance the video, pause it, adjust the volume or click through to the advertiser's site...". Read the blog post at the Adwords Blog.
As the cost of producing video for Web use is on a continual downslope, it's not just big brands that can use the ad model. While I do believe that "big branding oriented advertisers" will be the first and most prolific adopters, Google's site targeting features enable any online media buyer or marketing planner to drill down to the sites that they are most interested in - what would be helpful for Google to provide is an internal search feature to enable advertisers to locate publishers whose content matches the video advertising they created.
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