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Summary:

Remember back in the day when you gasped “$1.6 billion for YouTube!?!” “Where’s the AdSense of audio and video?” was what I wanted to know in October 2006, the week after Google bought YouTube. A year and a half later Google is taking the obvious and […]

Remember back in the day when you gasped “$1.6 billion for YouTube!?!” “Where’s the AdSense of audio and video?” was what I wanted to know in October 2006, the week after Google bought YouTube. A year and a half later Google is taking the obvious and necessary step to profit from what it’s learned on YouTube: releasing contextual video ads for the entire web [that URL isn't working yet, but it's the one Google gave me].

Google will make the InVideo ad formats it developed for YouTube last year and extend them to its publishers and advertisers. The overlay ads will be targeted to both the content of the video and the site it’s displayed on.

Yes, video AdSense is late in coming — just like YouTube’s copyright protection scheme was last year. To be fair, figuring out what’s going on in a video, whether you want to monetize it or protect it, is hard — Google had to break a sweat on both these products. Till now the company had made oddly limited forays into web-wide video advertising: syndicating videos (including YouTube partner videos) within ad units.

Thursday Update: Lots of more info coming out on this story, so I started an addendum post.

Meanwhile, plenty of startups have emerged to fill the contextual video advertising void: ScanScout, Digitalsmiths, adap.tv, EveryZing. But Google isn’t going at this alone. At launch, it has signed an impressive list of partners for its video ads, including UGC, professional, and enterprise portals and platforms, but most interestingly other video advertising companies such as YuMe and Tremor Media.

YuMe CEO Jayant Kadambi, whose company will throw Google into the mix with other pay-per-performance providers, called the video AdSense offering a “powerful new avenue” for revenue.

Other named launch partners are how-to video sites BobVila.com, eHow, ExpertVillage, as well as My Damn Channel, PinkBike, TheNewsRoom, Revver, blip.tv, Brightcove, GodTube, and Eyespot Network. (Likely candidates that I was surprised not to see on the list Google provided are Ooyala and Howcast; the video platform and how-to site, respectively, were both founded by former Googlers.)

Paradoxically, while Google may be late to market, in the meantime it has done its part to make the market smaller. The company increases its share of the video market every month — at least in the U.S., where comScore reports Google sites (mostly YouTube) stream 32.6 of videos watched online, and host 43 percent of people who watch video online.

At the same time, while other generic video aggregators (e.g. Revver, Bolt) may be falling by the wayside, that doesn’t mean there’s any fewer new sources of video online. Legal streams of TV shows, for instance, are booming. Let’s see if Google can get a piece of that.

  1. Liz, your link to http://google.com/videoadsolutions is broken

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  2. NM, I’m dumb

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  3. This is just awesome. But I have questions:

    1. Ads are only shown on videos by content providers who choose to display ads right?

    2. Any Youtube or Google Video content provider can activate showing the ads and immediately starts making a revenue based on amount of views and quality of the video (if people watch the videos till the end, and people come back for more, comment and all that, might bring more clicks on the ads)

    3. What is the expected revenue going to be per 1000 views?

    4. Will advertisers perhaps want to advertise on any videos, will advertisers be able to choose specific channels, tags, content providers to target their advertising on specifically, as well as which timecode to popup the textual advertising at?

    5. Does Google use voice-recognition to provide the best possible relevant advertising based on what is being said in the video? Voice-recognition would be awesome as well to automatically generate subtitles (also nice for people with bad hearing) and automatically provide the subtitles translated into all the different Google Translate languages. It would be fantastic to have the whole Chinese, French, Spanish audiences having suddently access to english speaking content. With possible collaborative manual editing of subtitles would be nice (pause the video, suggest a different way to subtitle/translate the text).

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  4. Excellent! How do you sign up?

    Also, I am confused by what you mean by “launch partners”? Do you mean the YouTube partner channels? Are they offering this overlay solution for ANY player (such as Blip’s)? Thanks!

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  5. [...] NewTeeVee notes, Google has already signed some video advertising companies to work on this larger platform, [...]

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  6. [...] NewTeeVee notes, Google has already signed some video advertising companies to work on this larger platform, [...]

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  7. [...] Now, Google is finally rolling out a fuller, more inclusive AdSense service for use with videos. Google has already signed some video advertising companies to work on this larger platform, including YuMe and Tremor Media. There are also a slew of video networks that have also signed on to be a part of this fuller AdSense network, including ExpertVillage, MyDamnChannel, and Revver to name a few. What’s that mean for the competitive methods for the likes of Revver and its new parent company Live Universe? As we’ve seen from the company’s other video network and YouTube rival LiveVideo, the marketing strategy of Greenspan is often to take a YouTube feature and make it better or more usable. In the end, that shouldn’t make much of a difference for participating in the video version of AdSense: Google has an extensive network for advertisers and publishers to tall take advantage of, and nearly every site out there seems to have no problem signing on for text ads that appear in one’s sidebars. Source:Mashable! and NewTeeVee [...]

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  8. [...] NewTeeVee notes, Google has already signed some video advertising companies to work on this larger platform, [...]

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  9. [...] Liz Gannes has the scoop on the Google site describing the Adsense video ads. But the site is still not up and [...]

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  10. [...] NewTeeVee: Google Finally Launches AdSense for Video Share/Send Sphere Print Previous Post [...]

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