CNN to look at advertising for its online video services

LONDON - CNN plans to sell advertising around its services on the YouTube and Joost online video platforms.

The news broadcaster, owned by Turner, struck deals to carry its content via YouTube, Dailymotion, Joost, Vingo TV and Jalipo last August. But it has delayed the roll-out of ads around its content on these services while it assesses take-up.

Despite the prevalence of online video services such as YouTube and Dailymotion, much of the content does not carry advertising. CNN will, therefore, soon become one of the few content providers to sell ads around its online video services.

The company has appointed Max Raven as senior vice-president, CNN International Ad Sales, responsible for UK, North America and Scandinavia. He is leading the effort to make money from CNN content.

He said: “Turner signed deals in August, but we haven’t put any ads on YouTube or Joost yet. We have been taking the watch-and-learn approach before diving in, as we think the more cautious approach will yield better results.”

Raven, who was previously vice-president of CNN International Ad Sales, has had his remit extended to cover North America and has been promoted to senior vice-president in a newly created post. He heads a team of 40 stationed in the UK, North America and Scandinavia.

He added: “I want to continue getting better at ensuring innovative ad deals for clients and also making sure these actually deliver the desired business results.”

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