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Summary:

Commenters were quick to condemn YouTube’s plan to add pre-rolls to its videos. With so many people hating on pre-rolls, why on earth would YouTube do it? Obviously, YouTube’s need to kick-start the cash flow is the biggest reason to implement the hated ad format, but […]

Commenters were quick to condemn YouTube’s plan to add pre-rolls to its videos. With so many people hating on pre-rolls, why on earth would YouTube do it? Obviously, YouTube’s need to kick-start the cash flow is the biggest reason to implement the hated ad format, but I wonder if the Google folks are actually getting two steps ahead back to oldteevee.

YouTube is already prepping itself for life beyond the PC by getting its content on all kinds of set-top boxes and even inside the TVs themselves. Pre-rolls are basically commercials, and people are already used to watching those in their living room, so perhaps this is a way to lay the groundwork for the time when you watch The Evolution of Dance on your plasma.

This notion might be giving the Googsters too much credit. From The Wall Street Journal article, it seems that the company can barely get its own sales teams in gear. Plus, the number of people who visit YouTube online will dwarf the number that watch it on the boob tube for the immediate future.

But it’s just a matter of time before watching web video on your oldteevee becomes commonplace. Better to get people used to the idea now and work out all of the kinks—both internally and externally—sooner than later.

YouTube on a TV set isn’t a browser-based experience right now. Companies are creating their own YouTube channel areas that will presumably look different from one another; Panasonic’s channel will be different than the Sony YouTube area, which will also look different than the HP one. So, why hassle with an array of display ads on differently-formatted services when you can slot one 15-second pre-roll in front of a video that will work on all them?

And let’s not forget that advertisers love the pre-roll format. It’s easy for them to understand, they’ll be able to recycle their existing television creative to run as a web video ad that will be displayed, once again, on a television.

  1. Come on, like we didn’t know it was going to go tis way newteevee..

    Adverts are annoying, best to have them up front and out of the way ASAP.

    I am more interested in how short they will get them to be.. It is amazing how much you can put into a 15 sec commercial, but I still think thats too long. I feel a new 7-10 second format is likely to develop.

    James

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  2. [...] pointed out by our friends over at NewTeeVee, maybe YouTube will just be preparing us for the old TV format, but on our new TV systems. With [...]

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  3. [...] its stand on the hated pre-roll format because as it moves to the TV set, the pre-roll will look just like a commercial, which may not be as annoying in a living room [...]

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  4. [...] And it makes you realize why the company reversed its position on pre-rolls as they will look just like commercials on a big screen and probably be more tolerated since people will be in their living [...]

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  5. [...] TV show can now be watched online. YouTube and other web video can now be accessed through TiVo and other set-top boxes. And televisions are increasingly plugging directly into the Internet to access new forms of [...]

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  6. [...] already available on Vudu via the YouTube integration, and YouTube on your TV is available through many other devices. Given the push towards authentication, it’s unlikely that full-length episodes from [...]

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