Google Unveils AdSense for Video — Overlay Text and Banners Ready to Roll for Publishers Big and Small

By on 02/21/2008 12:01 AM @beet_tv


In what may well be a landmark development for the monetization of online video, Google  has launched a program to provide video publishers and video services companies with overlay advertisements.

Publishers are paid on cost-per thousand impressions basis, or CPM.  The CPM paid to specific publishers will be established through an automated auction process. 

A spokesperson for Google declined to provide a range of advertising
rates, explaining that they will vary widely. 

The ads come in two formats:  The graphical overlay ad developed for YouTube, is called InVideo. It was introduced in November.  These overlay ads have existed only on YouTube.  Please see below an example of how the ad looks on Beet.TV’s YouTube channel.

The second ad unit is an AdSense text overlay.  The overlay ad comes up during the video and provides text-only information, similar to a standard AdSense ad. These are completely new.  Google has been testing these ads with some partners.  Above is the text overlay ad as it appears on

Both ad fomats are dynamic:  When you click on the ad, the video stops and a new browser window opens with the advertiser’s page.

Publishers who want to participate must meet certain criteria and can sign up directly.  Google will introduce a page with the particulars later tonight.

Google is working with video services companies including Brightcove and YuMe who have integrated Google Video AdSense into their platforms.

Brightcove publishers, for example, can elect to have the AdSense video ads inserted on certain inventory, according to specific rules and circumstances such as a big spike in traffic or the availability of unsold inventory.

Brightcove streams videos for some 10,000 sites, to about 130 million unique users a month.  A spokesperson for the Boston company declined to name customers who will participate.

YuMe Networks, which provides an advertising management system for publishers, will offer the AdSense video ads as one of the third party feeds to its system. Publishers can elect to use ads from Google and other networks.    

The Redwood City-based company has been testing the ads on some of its customers’ shows including VidShadow, Mondo Media and JoeCartoon.

Google has the world’s largest online advertising network. Having all this advertising unleashed into the video space is very exciting news for the industry, indeed.

— Andy Plesser


Recent Videos
Upfronts Won’t Die In TV Renaissance: Magna Global’s Bayer

FORT LAUDERDALE — If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna ...

Brienna Pinnow, Experian
Experian Gearing To Launch Connected Addressable TV Platform

FORT LAUDERDALE — “This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014,” according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? “To develop ...

More Safeguards Needed For Dynamic Ad Creative: Bank of America’s Paskalis

The concept of dynamic ad insertion – through which, consumers would get served a brand ad with different content, depending on their targeting profile – has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a ...

Context Of Viewing Still Matters To Ads: Videology’s CEO

Now that online video ad targeting technology can reach advertisers’ ideal audiences wherever they are watching, what is the use for the old model, in which buyers place their bets on shows with audiences they believed to be matched? The new doesn’t have to trump the old, says video ad tech ...

Too Soon For Dynamic Creative Ads: DISH’s Gaynor

Super-targeted TV advertising is just around the corner, but don’t expect the content of those ads to be served dynamically just yet. That’s according to DISH media sales and analytics VP Adam Gaynor. In this video interview with Beet.TV, he says: “Advertisers no longer need to use ...

Castree On Videology’s “Sand, Rocks & Boulders”

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our ...

Cut The Fraud Bull From Ad Pricing: GroupM’s Gotlieb

If you want to price digital advertising appropriately, don’t just look at the rapidly-growing supply of inventory, look beneath the surface for what is really real. That’s according to veteran ad exec Irwin Gotlieb, the chairman of ad group GroupM. “Supply measured without taking in to ...

Context Still Matters For TV Ads: FreeWheel’s Rothwell

Does the coming age of one-to-one, super-personalized TV ads make the traditional process of buying ads against shows of a particular type dead in the water? Not at all, says FreeWheel agency and brand relations VP James Rothwell, whose company helps place video ads. “Context still matters,” ...

Data Will Set Context Free: SMG’s Scheppach

Advertisers are getting excited by the possibilities for super-targeted TV marketing promised by new ad tech platforms. In fact, to many, it looks like the days of traditional TV ads, which are bought against the context of demographic audience profiles, are numbered. But things are set for a correction, ...

How Simulmedia Tracks The ROI Of Linear TV: VP Storan

FORT LAUDERDALE — It may be old-fashioned linear TV, but that doesn’t mean you can’t bring internet-like next-gen ad measurement to the ‘ol box. That’s what Simulmedia, the ad technology vendor, is doing. Although the company focuses on helping clients find the best inventory ...

Two Steps To Scaling Addressable TV Heights: Invision’s Marshall

FORT LAUDERDALE — This year, the promise of “addressable TV”, allowing advertisers to target individual TV sets, became a reality. But it remains just a slither of a US TV industry that is worth circa $75 billion. “There’s two parts to scaleability with addressable:,” says ...

TV Ad Super-Targeting Is Ready To Scale: Eyeview CEO

FORT LAUDERDALE — Last year was been characterized by the industry wondering when TV platforms would open up to support addressable TV advertising. This year seems to have been characterized by actual roll-out. Next year could mean larger-scale adoption. “The concept of being able to target ...