The Wall Street Journal is Advertising on YouTube (sort of): Paper is Making its Videos Free and Sharable to Bloggers — Could the WSJ.com Be a Cool Online Media Brand? Beet.TV Interviews Bill Grueskin, Managing Editor

By on 03/02/2007 12:08 PM @beet_tv

The Wall Street Journal Online has banner advertising running on YouTube to promote subscriptions.  I found one of the first ads earlier today rotating through on the new Beet.TV channel on YouTube.  Here’s a screen shot.

Wsjad_youtube_2_1

Our new channel has just been designed and we’ll be moving our 230 clips to the channel over the next few days.  Beet.TV will remain our primary publishing platform but we are also making our videos available on a YouTube channel.  Check out the design and please subscribe. To read more about YouTube’s new channel strategy, see this article in today’s New York Times.

This banner ad appears as part of a big cross-network purchase by the Journal’s ad agency.  It wasn’t bought specifically on YouTube. Nonetheless, having The Journal ad on YouTube surely lends some mainstream cred to the video sharing site that seems to picking up some major media respectability –notably with today’s announcement of an association with the BBC.

The Wall Street Journal was among the first major publisher charge for online subscriptions.  Today, the online edition as some 800,000 subscribers paying $99 per month.  That’s a pretty good revenue model and the paper is looking to build its online base.  Its agency sees potential subscribers among YouTube users.

View a transcript of this interview

Journal Makes Videos Free, Not Just for Subscribers

I interviewed Bill Grueskin, Managing Editor of the WSJ.com at the paper’s headquarters in Manhattan.  He explained the rationale of making video clips free and shareable.  He wants traffic.

In a very adventurous move for mainstream media, the paper has decided to make embed code available of most of its video clips.  So, the video can easily posted on blogs and Web sites.  We reported on this development last month.

WSJ’s Kevin Delaney Has Good One Today….

Kevin has a fascinating story about several start-ups who are making video advertising more relevant through search and context (subscription).

Andy Plesser

, ,

Recent Videos
image
TV Ad-Synch Finds High Click-through Rates on Twitter in Pilot for Omnicom

LONDON – Civolution, the Netherlands-based audio content recognition company (ACR) is finding high click-through rates with Twitter, synching TV ads with Twitter ads units.  A pilot program with Omnicom’s Resolution Media on a movie campaign found click rates of as 250%, the company announced ...

image
Rocket Fuel Touts “Mission Control,” Self-Service Programmatic Platform for Agencies

LONDON  –  Rocket Fuel, a leading programmatic ad buying platform, is expanding Mission Control, its  self-service solution for agencies, explains David Nelson, European Product Director, in this interview with Beet.TV Nelson also talks about the implications of the California company’s recent ...

image
How Interactive and Programmatic Can Fit Together, SMG’s Tom Fryett explains

LONDON –Interactive video formats and programmatic buying can be layered together to help brands better reach consumers across screens, says Tom Fryett, Video Associate Director, at Starcom MediaVest Group, in an interview with Beet.TV. Interactive formats can drive engagement, while data can help ...

image
AOL Readies Slate of Web Original Video for the U.K.

LONDON  – AOL has been expanding its video offering via its web originals and its distribution play across screens.   This initiative is expanding internationally as  AOL readies a slate  of Web original premium video for the U.K. market, says James Harris, Agency Lead, International, in this ...

image
Xaxis’ Ad-Synch Product Rolls Out in Nine Markets: “It Captures the Imagination of our Clients”...

LONDON – It’s a bit like finding the “lost GRP,” says  Caspar Schlickum, CEO of Xaxis EMEA, explaining the value of the agency’s new ad-synch product, in this interview with Beet.TV He says that the platform serves synched ads to  multiscreen viewers, many who reach for their ...

image
Rubicon Taps Global Publishers’ “Demand for Greater Efficiency”

LONDON –  The Rubicon Project, the Los Angeles-based adtech firm, has been rapidly expanding globally as publishers demand greater efficiency in managing their ad sales, says Jay Stevens,  GM for International, in this interview with Beet.TV    Rubicon helps a number of big global publishers ...

image
Data Can Be Used as a ‘Consumer Fingerprint’, SMG’s Simpson

LONDON — Data is rooted in numbers, but the use of it is most effective when brands view data as a “consumer fingerprint,” says Steve Simpson, Exec VP and Global Managing Director of Digital Strategy, Data and Analytics at SMG, in an interview with Beet.TV. “Think about it as a ...

image
Vice Sees Huge Upside for News Operation, Brian Dietz Tells Beet.TV

In just the past six month, Vice has become “one of the biggest newscasts in the country and possibly the world,” says Vice SVP for sales Brian Dietz in this segment on Beet.TV.  Dietz tells our Ashley Swartz that Vice news has some 650K subscribers on YouTube and has had 70 million videos ...

Ashley Swartz, Furious Minds 2
VOD Could Shepherd More Programmatic Buying in TV, Ashley Swartz

Video-on-demand inventory is the next logical entry point for programmatic style advertising into linear TV, says Ashley J. Swartz, CEO and Founder of Furious Minds, in an interview with Beet.TV. “VOD is the first inventory that will come online for dynamic ad insertion,” she says. “The ...

image
Razorfish Media Chief Kathuria on Scale, TV Dollars, and Big Data

Moving TV dollars to online remains a challenge says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. “It’s very hard to find an apples to apples comparison in terms of TV money and where to move it. If you are a TV buyer, you want to scale. To effectively move ...

Steve Parker, SMG UK
Programmatic Poised to Impact TV Buying, SMG’s Steve Parker says

LONDON — Programmatic advertising not only has the potential to influence digital advertising, but also TV, says Steve Parker, co-CEO of Starcom MediaVest Group in London, in an interview with Beet.TV. “What we’re learning around programmatic video allows us to transform our relationship ...

image
More Agencies to Launch Private Exchanges, Zenith’s Zilberbrand

As programmatic buying expands, look for agencies to build more private marketplaces in the next 12 to 18 months, says Julian Zilberbrand, EVP Activation Standards, Insights, & Technology at ZenithOptimedia Group in an interview with Beet.TV. That’s because private exchanges provide an ecosystem ...

loader