Comments on: YouTube’s Monetization Answer: Lower Fifths http://www.onlinevideowatch.com/youtubes-monetization-answer-lower-fifths/ Watching the Business of Watching Online Thu, 18 Mar 2010 01:14:52 -0400 http://wordpress.org/?v=2.8.1 hourly 1 By: achartwell http://www.onlinevideowatch.com/youtubes-monetization-answer-lower-fifths/comment-page-1/#comment-2256 achartwell Wed, 22 Aug 2007 19:38:35 +0000 http://www.onlinevideowatch.com/youtubes-monetization-answer-lower-fifths/#comment-2256 Great post! I agree completely with your monetization comments. Did you see the quotes from the product manager in AdWeeK???? “(T)hanks to YouTube's high volume of video views per day, users will rarely see ads) Seth said. ‘We're hoping it will be infrequent enough they won't notice.’” Ads infrequent enough that users won’t notice? What brands or advertisers would go for that pitch? It looks like Google/YouTube major market differentiator is running ads as infrequently as possible. I’m sure their advertising partners will appreciate that. My issue is that it is not about frequency of the ads running; it is about content of the ads. Consumers want relevant contextual ads (see recent OPA studies). But Google/YouTube filters only covers a few market parameters sex and age; geography; time of day; and video genre. ScanScout has three-way, metadata, aural, and visual recognition, tagging and filtering system that matches contextually relevant ads with all types of video media, including UGC video media. Google/YouTube’s present model isn’t even in the same ballpark. That’s probably why Google/YouTube isn’t going to run in-video ads with its UGC content—without having a Google person reviewing and approving every UGC clip, brands and advertisers have no guarantee that the aligned UGC content won’t be offensive. As far as I know, only ScanScout has come up with meaningful technology-driven brand protection that blocks ads from being served with specific content parameters set by the brand or agency. Great post! I agree completely with your monetization comments. Did you see the quotes from the product manager in AdWeeK????

“(T)hanks to YouTube’s high volume of video views per day, users will rarely see ads) Seth said. ‘We’re hoping it will be infrequent enough they won’t notice.’”

Ads infrequent enough that users won’t notice? What brands or advertisers would go for that pitch? It looks like Google/YouTube major market differentiator is running ads as infrequently as possible. I’m sure their advertising partners will appreciate that.

My issue is that it is not about frequency of the ads running; it is about content of the ads. Consumers want relevant contextual ads (see recent OPA studies). But Google/YouTube filters only covers a few market parameters sex and age; geography; time of day; and video genre. ScanScout has three-way, metadata, aural, and visual recognition, tagging and filtering system that matches contextually relevant ads with all types of video media, including UGC video media. Google/YouTube’s present model isn’t even in the same ballpark.

That’s probably why Google/YouTube isn’t going to run in-video ads with its UGC content—without having a Google person reviewing and approving every UGC clip, brands and advertisers have no guarantee that the aligned UGC content won’t be offensive. As far as I know, only ScanScout has come up with meaningful technology-driven brand protection that blocks ads from being served with specific content parameters set by the brand or agency.

]]> By: OVW Editor http://www.onlinevideowatch.com/youtubes-monetization-answer-lower-fifths/comment-page-1/#comment-2250 OVW Editor Wed, 22 Aug 2007 14:29:34 +0000 http://www.onlinevideowatch.com/youtubes-monetization-answer-lower-fifths/#comment-2250 Maybe it is geographic - The ad would show about 10 seconds into the clip and there is a yellow marker on the timeline specifying that it is there. This was an example used by NYT and will appear every time the video is played. Anyone else outside the US unable to view it? Maybe it is geographic – The ad would show about 10 seconds into the clip and there is a yellow marker on the timeline specifying that it is there. This was an example used by NYT and will appear every time the video is played.

Anyone else outside the US unable to view it?

]]> By: digitalmediaTORONTO http://www.onlinevideowatch.com/youtubes-monetization-answer-lower-fifths/comment-page-1/#comment-2243 digitalmediaTORONTO Wed, 22 Aug 2007 13:43:42 +0000 http://www.onlinevideowatch.com/youtubes-monetization-answer-lower-fifths/#comment-2243 I was actually looking forward to seeing the ad. Unfortunately I was not able to see it. I tried both signed in and not signed in. I'm wondering if it's a geofencing feature, that they only show the ads to US viewers. I was actually looking forward to seeing the ad. Unfortunately I was not able to see it. I tried both signed in and not signed in. I’m wondering if it’s a geofencing feature, that they only show the ads to US viewers.

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