Google Makes itself Big Brand Friendly, including Video Ads (or,`Waiting for

Excerpts from two recent Ad Age articles [sub required]. First, from “Why Google’s Universal Search Is Brand-Friendly” (Danny Sullivan. May 28, 2007): “With [Google’s] universal search, it’s no longer just 10 matching web pages that show up in response to searches. Instead, the results might include news articles and photos, local listings with a map, book results, images and video… Google’s search results are the bedrock of its success, and any type of nontextual material has been largely restricted out of fear of upsetting Google’s core users… The problem with those pesky pay-per-click ads is they don’t pull in enough money from the big brand advertisers, who prefer flash and gloss over three lines of haiku-style text. Google’s already been experimenting with video ads, both the stand-alone, click-to-play variety as well as in-stream ads in editorial video content. If Google searchers show no adverse reaction to the addition of video to search results, you can expect video ads of both types to follow.”

And from “Google AdSense Launches In-Stream Video Ad Test” (Abbey Klaassen. May 23, 2007): Google has launched its latest video offering to AdSense — advertising in the videos that the network’s publishers air on their sites. Google is testing in-stream ads in video through its AdSense program…Google said it hopes to take what it learns in this trial and use it to figure out what kinds of ads work in videos. It won’t take ads longer than 30 seconds, and viewers can skip ads if they chose. “Just as AdSense adds value to the text content on your website and is useful for your users, we think these in-stream ads in video will add value to publishers’ video content and help to deepen engagement with users watching the videos,” said Google in a posting on its AdSense blog.

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Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest. View all posts by jeff