I almost gave up on Google. I thought they were going to tie the launch of their video ads to Google Video. It’s common sense that you show video ads on a video site.
This isn’t to say that video ads should only be shown on video sites but that’s been the norm so far. You go to iFilm and you see an ad before the clip. Revver also allows ads to be embedded in their video so that authors can get paid for the eyeballs they attract. Here’s what Inside AdWords had to say:
In the coming days, we will be adding click-to-play video ads to the line-up of text, Flash and image ad formats currently supported by the Google content network. At launch, video ads will be available to AdWords advertisers in the US, Canada and Japan – but we plan to roll them out to other regions shortly.
It seems Google’s video ads will be deployed within their existing AdSense network. So it will be up to the individual advertisers to change their AdSense codes in order to show video ads.
There are two key IF’s here:
- If Google manages to persuade AdWords users to come up with video ads. Creating a high-quality video creative requires a LOT more money (and talent) than writing two lines of text and a headline.
- If AdSense users will give videos a chance. There are many prejudices against putting intrusive video ads. If their CTR is poor to boot, there will be no reason in the world why anyone will splash them on the homepage. This in turn will result in advertisers being disappointed by their investment to produce a video ad.
Only time will tell if video ads catch on. Michael Arrington at TechCrunch is very sceptical. Personally, I’m gonna test-drive them once they show up in my AdSense account and then decide.