When YouTube was bought by Google three and a half years ago, many people wondered how the company was going to make money off the site. After paying $1.65bn, it was obvious that Google needed to turn YouTube into a profitable enterprise and not just a popular content generation service.
Soon after taking over in 2007, Google introduced advertising to YouTube for the first time; an unobtrusive text overlay that appears in the bottom fifth of a video for about 15 seconds.
Now Google is inviting AdWords users to extend their search engine marketing campaigns across the Google content network and onto YouTube, with a new improvement to the Display Ad Builder tool.
The display ad builder is a self-service tool contained within AdWords, that lets users use standard templates to run PPC ads across AdSense – the display section of the Google content network – as well as through the search engine marketing platform. Now, Google is adding support for Invideo, the flash format used for YouTube overlay ads.
Emily Williams, a member of the Inside Adwords crew explained the new feature on the official blog:
“Building overlays has always been difficult for small advertisers, who often don’t have access to the resources needed to create these animated ads….Now, any advertiser can use Display Ad Builder to turn their image ads into overlays and run a campaign on Youtube in minutes.”
“Depending on the type of campaign an advertiser wants to run, overlays can be bought on a CPC or CPM basis and can be matched to YouTube videos based on numerous criteria, or even on a video by video level.”
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