Google: Video ads just as good as TV
Cory Bergman April 3rd, 2008
Google tested the impact of :30 second commercials on TV, on YouTube and embedded in online content. And the results were the same across the board, although the embedded ads performed slightly better in purchase intent. “It disabuses people of the notion that online is only good for direct response or transactional stuff,” said Google’s Kevin Kells. The :30 second spots were originally designed for TV — Google said if they were tailored to an online environment, the online ads likely would have performed better. Meanwhile, Google has yet to turn a profit on YouTube. “Advertising on YouTube has not generated very much in the way of revenue, and I don’t think they’ve quite cracked the code on how to do that,'’ said Josh Bernoff, an analyst at Forrester Research Inc. in Cambridge, Massachusetts. “YouTube has the potential to open up that brand awareness advertising bucket to Google.'’
7 Comments Add your own
1. Jeremiah | April 3rd, 2008 at 9:34 am
Anyone else appreciate the irony of Google, *THE* web-technology company, bringing TV ads (:30 no less) to internet media?
Really!?? Ads?!?
2. Rob | April 3rd, 2008 at 10:33 am
Google hasn’t cracked the code on monetizing YouTube because they only offer advertising opportunities to select partners and there’s nowhere on YouTube that explains the pathway to becoming a select partner and even their page where they invite people to be reviewed to be part of their ad revenue sharing program is nowhere conveniently found on their site.
They’re not making money because they’re making it hard on themselves and others to make money through the site.
3. tdc | April 3rd, 2008 at 10:44 am
can i be a little controversial for once?
i think google is just about over.
’search’ is a social networked world is far less important than it was when we were all stumbling blind around the new medium. as one person said “if it’s important, it’ll find me”.
unless goog gets off its laurels and innovates, i see another $200 in downside risk… at least.
4. Anonymous | April 5th, 2008 at 10:53 pm
Spot ON, tdc! I think Microsoft is just going through the motions to get the heat of Yahoo myself. No takeover makes any sense and maybe 2/3 of the countries Yahoo! serves will want divestment.
The WORST part about You Tube ad content is that they are greedy and hijack the feature’s window, AS IF we didn’t notice…let’s ruin EVERYTHING!
Microsoft knows that Google’s clothes are invisible and where to profit from it. I see Google as a stinker that I wouldn’t even hedge on the short term. It has no meat on it.
5. jb | April 8th, 2008 at 9:51 pm
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7. kevinkid | May 8th, 2008 at 8:12 pm
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