YouTube rolls out keyword ad trial

LONDON - YouTube is trialling an auction-based advertising model that enables brands to target consumers with relevant online video ads.

YouTube rolls out keyword ad trial

The Promoted Videos ad programme combines Google AdWords with YouTube videos, allowing advertisers to create keyword-targeted campaigns, priced on a cost-per-click basis. Domino's Pizza, for example, one of the first brands to sign up to the scheme, will create video ads around relevant search terms including ‘pizza'.

Google, which owns the video-sharing website, is taking advantage of the strong growth in online video advertising to pursue additional revenue for YouTube.

According to the Internet Advertising Bureau, expenditure on this platform has increased by 195% year on year.

Marketing agencies have welcomed the development. ‘You­Tube is second only to Google in search volume,' said Iris Digital managing director George Nimeh. ‘This move will make it easier for advertisers to generate revenue from their content and gain control over how they use YouTube.'

Saatchi & Saatchi's chief executive, EMEA, Simon Francis, added: ‘It allows freedom to create engaging content that the consumer can select, rather than some of the pre-roll options that interrupt the consumers online behaviour.'

Google said advertisers would be able to add a ‘call-to-action' overlay on their ads to drive people to their websites.

 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More