According to the Google AdWords blog, Google will be offering click-to-play video ads to the available formats on the Google content network. These video ads will only be available to AdWords advertisers in the US, Canada and Japan with a rollout to other regions at a future date.
Google dispells any notions that such advertising is only for big companies:
"But, you may say, video is only for big branding oriented advertisers. We beg to differ. This feature makes video ads much more accessible to all advertisers. Now, an owner of a small bed & breakfast in Lake Tahoe can put a video tour of his beautiful chalet right next to an article that talks about skiing the epic slopes of Squaw Valley."
Read more on the Google AdWords Blog.
Greg Sterling offers more indepth insight as well at Screenwerk:
"Brand marketers are drawn to video obviously but the lack of full control over where/when those ads appear in the content network and on particular sites, and the fact that users must initiate the streams by clicking them may inhibit some advertisers from trying this. It's not TV advertising and will require different thinking and a somewhat different approach. But I do believe that agencies will pitch and test this on behalf of their clients."
Many eyes will be on the results of any testing for sure as Google extends it's reach further and further into other media.
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