YouTube Gets Its Own Version Of AdSense With Promoted Video Upgrade
August 4, 2009 ·Filed Under Technology News
Over the last few months, YouTube has made it clear that it’s keen on helping its premium composition partners monetize as effectively as possible — and it’s obviously having some success doing it, with the number of monetized views increasing rapidly. Today the site is launching a new feature that will give those monetization rates another boost: YouTube Promoted Video campaigns will now be able to seem on a video’s ‘watch’ page, turning the product into what’s effectively an ‘AdSense for YouTube’.
For those that aren’t famililar with the terminology YouTube uses to identify its pages and advertising products, here’s what that means. Up until now Promoted Video campaigns have been primarily shown on search aftermath pages — I might run a campaign with “guitar” as a keyword, and when someone did a search for that term, my video would show up as a promoted conclusion. In that sense, the program was quite similar to Google’s AdWords feature. Today, though, YouTube is going to start showing Promoted Videos on the ‘Watch’ pages, where videos are actually shown alongside comments and related other substance. Promoted videos that seem here will be matched with the subject matter that’s already on the page, hence the AdSense comparison. Anyone running a promoted video campaign will be able to choose whether they’d like to stick with the old
Premium subject matter partners will plus benefit from the product — whenever a Promoted Video is matched against a piece of substance they own (or that they’ve identified using substance ID), they’ll get a cut of the revenue as well.
I spoke with YouTube Product Manager Matthew Liu, who says that the addition is part of YouTube’s overarching goal of increasing the amount of money its partners can generate (the more money they construct, the more subject matter they put up — and YouTube makes more money in turn). Before now, the site has done that in a few ways: it makes it easier for partners to monetize more videos with composition ID, which lets them monetize UGC, and highlights parter substance as Featured Videos, which drive more traffic by heavily promoting the videos to YouTube users. And, obviously, today’s release will let them earn revenue through yet another channel as users start running Promoted Video campaigns against their premium subject matter.
See the YouTube Biz blog for more.
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