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
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 ...