Google-owned Youtube has introduced a new ad platform to turn the heads of advertisers. In addition to traditional text ads YouTube now allows search term based adverts that are displayed on the top of the search results. Like the ones on Google search the YouTube search term ads are separated from the actual results by their background color.
Costing Google a hefty $1.76 billion YouTube has not yet turned into a money making machine. However, the integration of the new ad platform was not as an easy task as one could’ve thought.
“In hindsight, it is a natural transition for YouTube to make. We’ve been working on this for months. The key was, we wanted to make sure we got it right. There are a lot of intricacies involved. YouTube is a video discovery platform. We’ve been integrating with Google AdWords for some time, and now we’re at a place where it can be win and win,” said YouTube product manager Matthew Liu to CNET News.
There are no limitations regarding who can buy the ads but due to the formula used to determine ad placements - combining popularity of the video and money paid - companies will most likely buy off the most popular search terms. There will be however a chance to buy yourself the 15 seconds - or minutes in this case - of fame.
Search ads are currently used only in the U.S. but will be expanded to other countries and regions in the future as well.
Result for: placements
According to Nielsen SoundScan, the Journey track “Don’t Stop Believin’”, originally released in 1981, has become the first catalog digital download in history to reach the 2 million sold milestone.
“Believin’” is at 2.03 million downloads since it reached legal download services in April 2003 and has seen increased popularity through famous placements such as during the final scene of “The Sopranos” and in episodes of “Family Guy” and “Laguna Beach.” The recent addition of a new lead singer and a tour has also helped bring the song back into the spotlight.
“They are one of the most important artists we have,” Sony Music Entertainment Commercial Music Group president John Ingrassia says. “We’re constantly working with the band and our team to create new products or highlight the catalog.”
Ingrassia added, “We always do search engine marketing and promotion through the Web sites of TV shows or other partners, but now we can go to DSPs (digital service providers) and say, ‘We can do a lot more with this if you’ll work with us.’”
Well done Journey.
