YouTube is now starting to run embedded adverts in videos on
the site, after the announcement a couple of weeks ago.
I have already discussed how the InVideo ads will ultimately
fail, so what can Google do to turn the hugely popular video site
YouTube in to
a money maker like text ads?
Here are a few of my ideas to make it possible:-
Related Video Clicks
Create a cost per click model on the recommended videos users
face
at the end of a clip and right side viewer. Mixing in a few relevant
videos from sponsors ensures YouTube has the viewers full attention
since they initiated the action rather than having the ad forced upon
them.
By charging advertisers for every click that comes off of
other
videos, similar to links from sponsored ads on AdSense, Google can
leverage what they know best: connecting people with the content they
are looking for.
While any advertiser can post their own clip now,
Google could offer more specific statistics and demographics such as
how long people watched the video, age and gender breakdown of viewers,
and even what keywords or actions brought the user to the
video.
All of
this information will help advertisers hone their message for their
specific audience.
Video Owner Controls Ads
The overlay ads currently in use by YouTube would be more
effective
if it wasn’t competing with the content. If publishers who
wanted to
monetize their content had more control over the ad insertion, than
everyone would be a winner.
For example, someone who does a weekly
video blog might design their show to have a commercial break in the
middle. The vlogger would mark where the commercial break is and
YouTube could automatically splice in a dynamic ad on playback to fit
the desired duration of their inventory.
The content of the ad can be
determined by a multitude of different information on the page
including the title and description of the clip, user comments, tags,
and even an audio to text conversion.
Google would already be
interested in transcribing audio in order to add to their huge search
database so they can better index video content (Remember they did this
with Google Video when it first launched).
A Range Of Different Rates
Different positions could be
awarded different impression and click through rates. A quick ad in
front, say less than 5 seconds, might be worth the least
amount.
An ad
inserted at the end would be worth slightly more while the most coveted
ad space would be in the middle of the clip where the user is the most
engaged. Google limits the number of ad units that appear on a web page
which could be applied to video based on length.
The YouTube AdSense model could go beyond click throughs and
instead
focus more on actions. For instance, clicking an ad would take the user
to the advertisers web page.
If the user clicked on another targeted
area of that web page, the video owner who reffered the viewer to the
advertiser could earn a little bit more money.
These actions could be
more than just clicking through to a web page, including subscribing to
a channel, watching another video, or even leaving a comment!
There are
many interactions that occur on YouTube that Google can track and
profit on.
Who Says It Has To Be Ads?
Content creators go to YouTube because that is where all the
people
are. Offering premium services is another route YouTube could take,
appealing to the more serious video producers.
Such perks to being a
paid member might include offering your content in a higher quality,
download options, highlighted attention in search results/related
videos, or click through ads at the tail end of a video.
People are
desperate to stand out in the massive video community, so much so they
would be willing to pay for special benefits similiar to Pro accounts
on Flickr. Imagine a small movie maker is trying to sell his movie by
soliciting the trailer on YouTube.
At the end of a trailer could be a
special interactive insert that would take the viewer to the movie
makers store to buy the DVD or subscribe to the RSS feed for further
updates. Google would then take a small fee for connecting a publisher
with an audience member via an action.
Conclusions
In conclusion, there are many ways YouTube could be
transformed from
a money bleeder to a money maker. The online video site isn’t
a
colossal hit because it mimics television, but because it offers
something different to the viewer.
The InVideo ads are just a copy-cat
idea from a current trend currently being exploited on regular TV
channels.
By focusing more on the unique strengths of online video,
(interactivity, more precise feedback, and greater control of the user
experience), YouTube could begin roping the advertisers in and paving
the way for another high-flying success like AdSense.
Russell Heimlich is a digital media engineer and technology journalist. Catch his thoughts put into words at russellheimlich.com
