January 24, 2007 6:50 PM PST

Google expands video ad test

Google is expanding the pool of companies that will showcase video ads on its AdSense publisher network to include sites of The Wall Street Journal, Conde Nast LX Networks, a Google representative confirmed Wednesday.

The search giant sent e-mails to some of its online-publishing customers this week, offering them the opportunity to participate in a pilot program involving video ads from WSJ.com, LX.tv, and Conde Nast's Epicurious and Style.com. The ads will be contextually targeted to the content on the Web sites.

Google is broadening a test announced on Monday in which it said it would run ads from Sony BMG Music Entertainment and Warner Music on its publisher customer sites, Google spokesman Brandon McCormick said. Revenue will be divided three ways--between the content owner, the Web site publisher and Google--and ads will be billed on a cost-per-thousand impressions model, as are traditional display ads.

Last summer, Google distributed MTV video clips over its AdSense network as part of an earlier test.

Last year, Conde Nast online division CondeNet added how-to cooking videos to Epicurious, the Web site for Gourmet and Bon Appetit magazines, and it expanded its fashion and designer videos on Style.com, the Web site for Vogue and W magazines.

One AdSense publisher who was asked to participate said he was thrilled at the opportunity, predicting that video ads would outperform standard Google text ads as long as the video ads are user-initiated and start playing only when someone has clicked on them.

"When it's new, and it's hot and cool, people will click, and the clicks will make money," said Allen Stern, editor of tech news blog CenterNetworks. "Video is definitely a more compelling medium."

Stern created a mock-up of what he suspects the video ads could look like on his Web site.

See more CNET content tagged:
video advertisement, Google AdSense, Google Inc., video

4 comments

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I really like this idea
It seems logical that this should really do well. Because it provides targeted ad's is an added benefit

Josh Chandler
<a class="jive-link-external" href="http://www.josh-chandler.blogspot.com" target="_newWindow">http://www.josh-chandler.blogspot.com</a>
<a class="jive-link-external" href="http://www.techoriphic.com" target="_newWindow">http://www.techoriphic.com</a>
Posted by jchandler15 (30 comments )
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I'll say this right now...
If these ads are auto playing ads in anyway, shape or form, then I'll just disable Flash entirely. Frankly, I'm tired of ads in general, with popover flash ads that obscure what you're trying to read and so forth.

Are you reading this, Googlemeisters? No Auto playing ads.
Posted by mattumanu (599 comments )
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Just block it
Using Firefox with Customize Google allows you to block all AdSense right now...I presume that they will block this too.

If not, AD Block will block the flash elements.

I'm in agreement with one of the other comments ... Do NOT autoplay these, I can't stand sites that blast you with music/sounds when you load them up.

Sorry...I don't have a website link to spam with ;)
Posted by KsprayDad (375 comments )
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Value Exchange Advertising
Ultramercial has a patents pending business model that gives viewers the choice to watch an ad in exchange for content they'd normally have to pay for. The ad is never intrusive, always respectful, does not play automatically and your attention acts like currency. It's full screen, two-way interactive so it takes advantage of all the internet has to offer.
Posted by groosh33 (4 comments )
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