Google, who paid $1.65bn last year for the all powerful video site YouTube, is looking to get its money worth. The site has recently allowed 20 companies to run adverts on 200 videos. Now, it’s opening up the model to any ol’ company. Google’s new ads are being billed as unobtrusive. The ads are overlays which appear 15 seconds after a user begins watching a video clip, taking up bottom fifth of the screen. It’s much like the ticker tape at the bottom of MSNBC or the little network that could, the CW’s latest ad efforts which features pop-ups at the bottom of the screen.
While a user can ignore the overlay, which will disappear after about 10 seconds, or close it this is NOT unobtrusive. Remember the pop-up ad backlash of the mid-2000s? More proof of that comes from comments on numerous blogs and articles from consumers. An example comes from a recent article on CNN.com about the launch of advertising only websites:
“For me, it’s not the commercials, it’s the pop-ups running roughshod on the bottom half of my screen during the show I’m trying to watch. So now, I just wait for the dvd and watch shows that way. Great for the producers, who sell me a dvd set. Bad for the sponsors.”
On the YouTube blog, Google posted a message to users about this new advertising. The comments vary from things like:
“They’re hosting these videos. They need to make money. … Unless you idiots want to host these millions of videos for free. It’s like the internet has taken away people’s ability to read. So many idiots.”
To:
“I HATE this type of advertising. I find it so irritating when i’m on break.com and I get the same thing, and I miss something that’s on the bottom of the screen.”
And:
“Will you share the money with the producers of the videos?”
This last comment may be where YouTube will see some backlash. Here’s a question… if as a brand you can’t create something to maximize and publicize your brand using this viral site (think: Dove, Ray-Ban, Sony, Coke) then is putting your tags atop someone else’s creative work really what you want to be doing? This is a consumer culture. These new creatives will find this offense, as will their fans. Promise.
The pic was taken from the NY Times.
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