Monday, May 14, 2007
Contextual Overlay Advertising in Online Video is Here: Metacafe to Debut Format Today -- YouTube Appears to be Testing It
Amir Ashkenazi, one of the founders of shopping.com which was sold to eBay, has just launched adap.tv It is a new kind of advertising network that places advertising on video clips in the form of contextual overlay advertising. These are not video ads inserted before of in the clips, but they are horizontal banners much like promotional ads on the bottom of TV screens.
These ads are linked to relevant clips. Amir says the company has developed a sophisticated search and insertion platform. The ads can be clicked to a sponsor's ad or offering. I understand that a second browser opens up and a viewer can go back to watch the clip. These ads will be placed today on a substantial number of clips on Metacafe, the video sharing site. Here's how an ad for Frommer's Guide to Paris looks on a Metacafe clip:
Google Video had experimented with with these overlay ads for some time, notably a horizontal advertising banner for HP which was stationary on Charlie Rose segments.
Looks like this could be a new ad format for YouTube. My eagle-eyed colleague Liz Gannes at NewTeeVee found overlay ads on YouTube. Which is here:
Amir visited the Beet.TV studios last week. He explains this to us in this interview.
Let's keep an eye on this development in online video advertising. It might just work.
Speaking about online video and contextual advertising, you should read The New York Times story about watching ads on Joost by Louise Story. She writes about how specific ads are served to different subscribers depending on demographic information.
-- Andy Plesser
Amir Ashkenazi, 
NewTeeVee, 
Online Video Advertising, 
adaptv, 
Metacafe
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Thanks for the great informational video. One of the most annoying things I see on television is ads that take up fully a third of the screen (usually for other shows) when I am watching television.
I think this will really annoy users and cut down on the viability of sites like YouTube if the ads actually lay over part of the video.
Two ways to keep user and home publisher interest while making the service more marketable would be to extend the height of the video to accomodate the ads at the bottom without overlaying user content OR having a separate Flash banner ad play at the bottom of the video. Neither should be too hard to accomplish with a redesign of the Flash player system used by YouTube, Myspace and other video content sites. In the long run, it keeps the audience happier because they are not losing part of their programming to ads AND the ad is still running below the content, to catch the audience's eye.
With the low quality and lack of color in much user generated online video content, high color ads placed below the user generated video content will still attract attention without annoying audience members who feel they are being cheated out of seeing the full content.
Keep up the great work keeping people informed.
Peace,
David Peterson Harvey
http://www.thehiddenart.com