May 30, 2006 4:00 AM PDT

Google's video replay

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Advertisers can choose which sites they want the ads to appear on, and they can target their ads based on keyword, content relevance, demographics and geography. Web site publishers can choose not to accept any video ads on their sites, although none have opted out so far, Rajaram said.

Google also will tell marketers how many people play a given video as well as what the average viewing duration is, he said.

The company had 12 beta testers for the service, including Paramount Pictures, Fox Home Entertainment and General Motors.

Rajaram said internal testing has shown that video ads outperformed text ads in most cases. Google may eventually show video ads on its Google Video site, he added.

Several studies seem to back up Rajaram's claim. A study released in March by the Online Publishers Association found that 66 percent of a sample of more than 1,200 U.S. Internet users who watch online videos have watched online video ads, and 44 percent of those have taken action on what they've seen, like visiting a Web site or making a purchase.

A May 2005 survey from Dynamic Logic and Viewpoint/Unicast found that more people were annoyed by pop-up ads and television ads than by online video ads.

"It's amazing how many people do click on video ads," said Gary Stein, strategy director at Ammo Marketing. "Video ads have been shown to be pretty powerful. They also have this good branding effect."

The ads viewers want to see are ones that are highly targeted and offer interactivity, experts also said.

"Do people want to click on video ads? It depends. If you make it fun, if it's a game, a contest..." said Weiner of Gartner. "Just taking a Zantac ad and moving it to the Web is boring."

Debate aside, Google faces formidable competition in the video arena. In addition to video ad veteran Yahoo, there's Microsoft and AOL "who have very sophisticated media players," AccuStream's Palumbo said.

AOL, in particular, has been charging full speed ahead with video. In January, the Time Warner division bought video search engine Truveo and just this month acquired Lightningcast, an online-advertising company that specializes in the placement of streaming video and audio content.

Google hopes that AOL--with whom it inked a multiyear search and marketing partnership late last year in exchange for an investment--will send some of its advertisers over to Google's video ad service, Google's Rajaram said.

Microsoft, meanwhile, said in April that it would buy Massive, a company that inserts ads in video games.

Google is moving beyond online ads, whether static or video. The company began experimenting last summer with print ads and with newspaper ads earlier this year. Google also announced plans in January to buy DMarc Broadcasting, which sells radio ads.

And it probably won't stop there.

"Google has made early forays into print and radio (with limited success)," a Merrill Lynch research note said. "However, we expect further innovation (targeting on traditional advertising mediums can improve) and we envision long-term opportunities for Google to develop partnerships to deliver targeted video advertising for on-demand TV viewing."

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14 comments

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No video, Go Not-for-profit search engine, go Anoox
Last thing I want to see, or my web site users want to see, is an intruding Video Ad.
If I want that, I will watch the darn TV :(

What I want to see as a web site owner, is a search engine that delivers Ads at much lower costs than Yahoo or Google and one that will not be in any other business but search engine business. That is why I say go with this
Not-for-profit search engine called Anoox:
www.anoox.com

Why pay for the huge profit margins of Yahoo, Google or Microsoft?
So that they can move from $20Mill Silicon Valley mansions to $50Mill ones!
So that they can have 2 more private jets added to their already large fleet of jets!
No thank you. I am going to support my business to make profit, that is why I am supporting Anoox Not-for-profit search engine.
Posted by kathy_torez (26 comments )
Reply Link Flag
Couldn't agree more
Yup, I agree.
A Not-for-profit search engine is the best way to go. That is why I have been using aNOOX too and urging others to do same.
Simply, it is better for us.
After all why should we pay Billions of dollars in profit to Google & Yahoo when we can save that by advertising on Anoox!
Also lets not forget that their search results are better too.
Posted by Manfred Levy (24 comments )
Link Flag
Try some honesty
No one with half a brain believes that you are multiple people. Perhaps if you stopped trying to trick people with your lies (or actually say what this "business" actually is) and simply admitted that you are AnooX, people might give you a chance.

I just gave you a chance, and I regretted it. Most of the searches didn't give good results even on page 5. How can someone vote for something if it doesn't appear. What did I look for? My company, me, and several other random searches. "Lego Crane" was a good one; 1 return about lego and 14 random others, including one for a porn site. Useless. Absolutly useless. "MASM" was better (but not good), but "Apollo 11" was the worst. Not one site to do with the moon landing, even on page 2!
Posted by Andrew J Glina (1673 comments )
Link Flag
Try some honesty please
No one with half a brain believes that you are multiple people. Perhaps if you stopped trying to trick people with your lies (or actually say what this "business" actually is) and simply admitted that you are AnooX, people might give you a chance.

I just gave you a chance, and I regretted it. Most of the searches didn't give good results even on page 5. How can someone vote for something if it doesn't appear. What did I look for? My company, me, and several other random searches. "Lego Crane" was a good one; 1 return about lego and 14 random others, including one for a porn site. Useless. Absolutly useless. "MASM" was better (but not good), but "Apollo 11" was the worst. Not one site to do with the moon landing, even on page 2!
Posted by Andrew J Glina (1673 comments )
Link Flag
OMG!! Stop the capitalism!!
"Jim, are you telling me that a group of people got together, took incredible risks so they might enrich themselves, their community and their families. How wrong!!"

"That's right Bob, if a lot of people are interested in something it should automatically be offered for free. These people at Google sure don't seem to be. I think we must stop this rampant capitalism. It is powering our entire economy and allows many a dolt the opportunity to sit on web sites like this, while getting paid by their fill-in-the-blank university which is taxper and private donation funded (note that the private donations come from capitalist activity), company (my employer pays for me to tell you how bad capitalism is) or straight gov't subsidy because I can't hold down a job, and of course that is funded by the taxpayer who, I know you know this, receives income from capitalist activities."

"Yes if only it was all "fair" and "even" if only we could do that then the world would be a better place. Everything should be free and even for all people, that will surely spur investment, risk taking, and expansion. And damit we must stop this now."

"I think you are right on the money Bob. I suggest we work on a "community" "grass roots" effort to get the governement to stop this inequity, to make it fair for all people to get exactly the same thing."

"This is a great idea Jim. We can get a bunch of teary eyed pansies to testify in congress about how capitalism is enriching their lives and how the gross, flagrant, pursuit of profits is affecting them. We can then hold protests out in front of the damned for profit companies to attempt to force them to stop the pursuit of market share and profits. Then, we can petition the shareholders to give up their investments, to 'do the right thing' and walk away from their money. Then, without resources to invest, the products from these companies will suffer and their customers will go away."

"Then, once we get that rolling that should cause an undermining of the tax base, which will cause the poorest of the poor to suffer. In addition private donations will cease as donors will won't have the resources to contribute. Finally, companies will no longer be able to hire and will in fact have to lay workers off, but, since the goverment won't have any money, these people will have nothing. Selling their goods won't help as other poetential buyers won't have any money either. The whole thing will cause a collapse of the economy and eventually the goverment."

"Yep, that sounds like the right thing to do".
Posted by J. Blow (193 comments )
Link Flag
WOW - this anoox is going to rock the world!
A non-profit search engine that delivers better search results too than goolge or yhoo because its results are made better by majority vote
of the people.
Also did u check, Anoox is Open source & operated by many search engine providers world wide.
WOW, this anoox is going to tear a giant ***** in the plans of goolge or yhoo to dominate the world.

I say dump your goolge or yhoo shares. The party is over!!!
This anoox is the most disruptive service/tech I have seen since Craigslist hit the classifieds with free competition.
Posted by caudio_roma (57 comments )
Link Flag
What video technology? Flash, Quicktime-MPEG4
Anybody?
Posted by technewsjunkie (1265 comments )
Reply Link Flag
Flash
They will land on Flash! It's the only crossplatform alternative right now, and it has a better codec and pseudo-streaming capabilities than the others.
Posted by jcray (1 comment )
Link Flag
 

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