YouTube ’s new on-line video advertising model may be the good balance between what viewers will digest and what advertisers will pay , analysts say Wednesday . If that ’s the case , it could finally rationalize Google ’s pricey acquisition of the online video Web site .
YouTube Wednesday launchedin - TV adsas an unobtrusive way for advertisers to reach consumer through the online videos on its web site .
Gartner analyst Allen Weiner said he is n’t sure the model will fly , but he acknowledge that Google had to do something to get a coming back on its $ 1.65 billion acquisition of YouTube .
Independent merchandising psychoanalyst Greg Sterling said Google and YouTube are being cautious about how they put in advert into video .
“ It has to be carefully done because people are generally illiberal of video pre - roll ( advertising picture before a video ) and right now , that ’s the default monetisation strategy on most television sites , ” Sterling said in an einsteinium - mail to Computerworld .
“ Google ’s empirical finding from its research show high abandonment rates with pre - roll , ” Sterling compose . “ I would say that their approach is a very interesting effort to ‘ balance ’ the interests of YouTube substance abuser , who are used to no advertizement essentially , and seller — and Google — that want to advertize in those telecasting streams . ”
Sterling said YouTube ’s idea is part draw and quarter from an earlier experiment on Google Video in which overlay advertising at the top of the filmdom could be flick and the primary video paused . He enunciate because YouTube is roll out these ads on a limited , selective basis , viewers will get used to see them .
Sterling add that the formatting position a onus on advert way and marketers to create blink of an eye animation advertizement that are interesting enough to get user to get through on .
“ But once click , the advertizer will have the aid of a more dependant drug user vs. a passive TV consultation , ” he enounce .
Joe Laszlo , an psychoanalyst at JupiterResearch , said advertisers are very interested in getting their ads in online video . “ YouTube as a provider of professionally generated video and user - mother video recording is in an interesting position , ” he said . “ advertizer are much more comfortable with video from professional generator , and it sound like this young advertising format is just work to be used around carefully vetted video where you may tell advertizer of a certain degree of comfort . ”
“ I think that YouTube has always been skeptical of the musical theme of running video ads before the short video that it delivers , so I think this option turn over it a way to offer advertisers something that is dynamical and interesting but also possibly a small less intrusive on a spectator ’s experience , ” he said .
“ Hopefully at the end of the Clarence Day , it ’s a profits , win , make headway for everybody — consumers will tolerate the format , advertiser will see good results in term of drug user ’ reception to it , and therefore Google / YouTube will be capable to make a sightly amount of money off it , ” Laszlo said .
Laszlo added that there are other companies , such as San Francisco - based advertizement start - up VideoEgg that have been using similar ads .
