YouTube’s New HD Format Gets Good Reception on Madison Avenue

By on 11/13/2009 5:43 PM @beet_tv

SAN FRANCISCO — The much blogged about introduction of a higher quality playback experience at  YouTube, using a 1080p shoebox sized player, was done in part to accommodate the emergence of pre-roll video advertising on the giant site.

In a related announcement this week, YouTube said it would start an experiment with pre-roll ads, providing users with the option not to see the ads. 

The quality and format of the YouTube player has been an issue for advertisers who want to present high quality television advertising on YouTube.

At last month's Beet.TV Online Video Roundtable at, top advertising agency executives complained bitterly about the quality of video on sites like YouTube.

Ogilvy's Robert Davis, who heads the agency's interactive video unit, expressed enthusiasm for the development.  Here is what he told me this evening via e-mail:

"The news is good for the industry and it confirms what we have been saying – and proving – at Ogilvy: quality matters in online video.

"It is the consumer marketplace driving the demand for high quality experiences, but smart marketers have already been gearing up for this inevitable next step. In many homes, the best monitor in the house is for the computer. YouTube is taking the next step towards supplying those monitors with content that takes advantage of the technology already in the home.

"As the visual experience becomes more satisfying, the greater the interactive potential becomes for brands ready to play in the content space. For years, we have been forced to build interactive experience around severely limited, technologically inferior video. Not any more."

John McCaris, VP at Dgitas told me on Saturday:

"This announcement may not spark a "rush to post" because so many marketers are still using YouTube for video designed for earned distribution and there's still a belief that success requires "vlogger style" production values.   But overall, this is good news.  Video quality is improving across the web.  Consumers will come to expect it and  the creative community will embrace it.  YouTube has to do this."

With these announcements, YouTube and Madison Avenue have lined up a little bit closer.

Yesterday at the NewTeeVee Live conference, we caught up with Hunter Walk, YouTube's director of product development.  He spoke about the new format, the experiment in pre-roll ads and YouTube's open API.

An exec with Google before the acquisition, he give an overview of YouTube and its growth as part of Google.

Andy Plesser, Executive Producer

Recent Videos
The Growth of Addressable Television will Be Powered by Media Agencies

Addressable TV, the sending of TV ads to specific cable or satellite boxes, is developing but its growth is limited by supply.   MSO’s including AT&T DirecTV, Cablevision and others offer only two-minutes per hour. But that is going to change. It will be driven by media agencies who will buy ...

Mike McAvoy, The Onion
Native Advertising Powering Profitability for The Onion…along with Donald Trump

COLOGNE –  Native or custom advertising units, is powering profitability for the Chicago-based satirical publisher The Onion, says CEO Mike McAvoy, in this interview with Beet.TV at DMEXCO last month. Big marketers including Ford are on board  with custom campaigns.  The business of display does ...

Armel Bursaux, SMG
Starcom MediaVest is Powering Clients with Expanding DMP Solution

COLOGNE –  Putting the power of data management into the hands of its clients, is the primary genesis of the Publicis’ DMP offering, explains Armel Bursaux, Data and Analytics Director of Starcom MediaVest, in this interview with Beet.TV last month at DMEXCO. SMG parent Publicis announced its ...

The Expansion of MediaLink, CMO Dee Salomon Explains

COLOGNE – Known in the media and adtech industries as a powerful networker, with glitzy parties in Cannes and at CES, MediaLink is expanding with dedicated practices around programmatic advertising, a content creation unit and a very active role in many of the current agency reviews, explains Dee ...

NBCUniversal Now Ramping Up Its Programmatic Video Sales Via Private Deals

NBCUniversal is ramping up its programmatic video sales via private deals, but it’s not selling video inventory on open exchanges. “It’s our most prized asset, “ says Aaron Radin, SVP-Partnerships and Portfolio Products at NBCUniversal, in an interview with Beet. TV. “It’s the core asset of the ...

Advertisers Need More Transparency And Security: AudienceScience’s Bernard

COLOGNE — Advertising technology platforms are giving advertisers and ad buyers unprecedented and ever-greater abilities to plan, control, buy and monitor their digital ad campaigns. But with this new power comes, also, degrees of complexity. For starters, now that advertisers rely on more and more ...

Automation Can Be Inefficient: FreeWheel’s Rooke

COLOGNE — Programmatic ad-trading technology has been used to automate and refine the process of buying and selling online display ads. Now it is also making in-roads to online video. Next, many hope it will similarly revolutionise TV advertising. But is programmatic automation really all it’s ...

Common Measurement Is A Smokescreen: FreeWheel’s Heller

COLOGNE — These days, a plethora of advertising technologies gives brands analytical insight in to a whole array of campaign data points. As the tech burgeons, many advertisers, scratching their head at all the results, speculate about combining those data in to a single score. But that would not be ...

Digital Content Must Be Consumer-Centric: Conceptbakery’s Dorfler

COLOGNE — According to one local ad exec, Germany’s business culture emphasizes efficiency and planning up front, which minimizes the risk of failing. It’s very different from the ethos of some U.S. companies, which tend to try out several ideas to see what sticks. However, while risky, that ...

Programmatic Will Increasingly Be Tied to Content: Performics’s Kahn

COLOGNE — Consumer intent has become the most important variable for marketers to tap into, according to Michael Kahn, CEO of the Publicis-owned performance marketing agency Performics. “I believe that the marketing world has moved from a post-awareness world to one fully focused on consumer ...

Content and Creativity Is Coming to the “Machine-Driven World” of AdTech, AOL’s Bob...

Programmatic advertising has been in the spotlight for the past two years.  Now it is the integration of creativity and content into the “machine-driven”world of adtech that is essential says Bob Bejan, Global Creative Executive Director of AOL in this interview with Beet.TV Bejan, who joined ...

Native Video Is Fastest Growing Format in Mobile Advertising: AdColony’s Yang

COLOGNE — Native video is the fastest growing format in mobile advertising today, according to Nikao Yang, SVP-Global Marketing and Business Development at AdColony, a unit of  Oslo’s Opera Mediaworks. “Publishers are looking for new innovative ways to monetize their content feeds,” he ...