Feeds

Google crowbars search money machine into YouTube

Buy your way to the top

Intelligent flash storage arrays

In its ongoing struggle to actually make money from YouTube, Google has shoehorned its ridiculously-successful search advertising setup into the popular post-your-own-video site.

Google's new YouTube Sponsored Videos program allows any video poster to pay their way into the site's search results. "Anyone can use Sponsored Videos to make sure their videos find a larger audience, whether you're a start-up band trying to break out with a new single, a film studio seeking to promote an exciting movie trailer, or even a first-time uploader trying to quickly build a following on the site," the ad broker burbles from its Official Blog.

The program operates much like Google's AdWords money machine. You bid for a particular keyword or group of keywords - "taser," for instance, or "sarah palin" - and if you bid high enough, your ad will appear each time someone searches on those terms.

Naturally, Google bills this as an auction. But that's just a euphemism. In any event, video ads are labeled with Google's familiar sponsored link tag, and advertisers pay by the click.

On one level, this move makes perfect sense. According to those clever web trackers comScore, YouTube is the third most searched site on the US web - behind Google and Yahoo!. And Google has proven that search advertising has some distinct advantages over display ads. With search, netizens aren't just gazing at a screen. They're actively looking for something. And if you toss ads into their search results, they may not realize they're ads.

The difference is that YouTube doesn't shuttle surfers directly to products. The best you can do is post an ad for an ad. You can promote a video urging someone to buy a taser, but you can't get them onto the buy page without another click.

And so the struggle continues. Google is also trying its luck with video overlay ads, and though it insists that brain waves prove these ads "compelling," it admits that Madison Avenue isn't that impressed.

Google paid $1.65bn for YouTube in early 2007. ®

Internet Security Threat Report 2014

More from The Register

next story
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
Lords take revenge on REVENGE PORN publishers
Jilted Johns and Jennies with busy fingers face two years inside
Yes, yes, Steve Jobs. Look what I'VE done for you lately – Tim Cook
New iPhone biz baron points to Apple's (his) greatest successes
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Ex-US Navy fighter pilot MIT prof: Drones beat humans - I should know
'Missy' Cummings on UAVs, smartcars and dying from boredom
Facebook pays INFINITELY MORE UK corp tax than in 2012
Thanks for the £3k, Zuck. Doh! you're IN CREDIT. Guess not
Sysadmin with EBOLA? Gartner's issued advice to debug your biz
Start hoarding cleaning supplies, analyst firm says, and assume your team will scatter
Edward who? GCHQ boss dodges Snowden topic during last speech
UK spies would rather 'walk' than do 'mass surveillance'
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.