Google launches adsense for video beta program

Google is launching a new AdSense for Video beta programme today to bring contextually targeted graphical and text sheathing ads to publishers of online video content in the same mode as Google AdSense.

The beta programme is an extension of Google's In-Stream Video Ads, in operation since last May, but will centre on the different ad formats now being made available. Graphical sheathing ads, similar to what the company offers with certain YouTube videos, temporarily cover 20 percentage of a video, and will be priced on a CPM basis. Text sheathing ads, which appear as semi-transparent layers over the video or as a logo, will be cost-per-click, according to the company. The beta programme will not place pre-roll, post-roll or interstitial video ads with video content.

The possibility of a cost-per-click system appealed to Bob Heyman, chief hunt officer for MediaSmith, a media purchasing and planning agency, who said he expected Google's engagement to help build a critical mass for online video ad arrangement.

"We think that a pay-per-click, keyword targeted video ad solution is a big victor," said Heyman. "Pretty much all the video ad that you can buy so far has been CPM, and since 45 percentage of the interactive advertising dollar goes to hunt, we think there is no ground why video ad shouldn't perchance have that same kind of split."

Ads placed through AdSense for Video will be contextually targeted to match the video's content. Google will make determination based on the text-based content surrounding a video as well as metadata feeds supplied by the publishing house or video godhead. Ads will appear on spouse sites inside the Google Content web, as well as on YouTube, but will by and large be restricted to professionally or semi-professionally produced content.

The programme launches with about 20 partners, including direct video sites like BobVila.com, eHow, MyDamnChannel, ExpertVillage, PinkBike, TheNewsRoom, and social video aggregators Revver, blip.tv, and GodTube, according to the company. Video ad platform providers Brightcove, Yume, Tremor Media, and Eyespot Network have also connected their systems to AdSense for Video to give their customers the ability to sell excess video ad inventory via Google.

The beta currently has no set end date, but is available for U.S.-based publishers with a million or more streams a month.