January 8th, 2007

Google Experiments With Utterly Old School Video Ads


Google is experimenting with ads in some Google Video clips (via Inside Google via Boing Boing) — a stunning failure of innovation, here is was an example of an Allstate ad embedded into a Charlie Rose clip, which is was as interruptive, untargeted and utterly old school as anything mass TV advertising has ever inflicted on viewers. Charlie gets interrupted mid-sentence when the video hits the blue box.

PRE-POST UPDATE: Just as I was about to post this, I noticed that the ads had been removed from the clip.

Fortunately, I got a screen shot of the ad:

Google Video Ad

Nathan Weinberg has a screen shot of the blue boxes that marked where the ads used to be.

It’s no surprise at all that Google removed the ads as this story was breaking. Here’s where all the innovation that made Google the monster it is today goes out the window — with video, there’s no text-based user intentions delivered on a silver platter, no easily read text-based context. Sure, text can be associated with video, but as of this moment, video ads are completely lacking the elegance and innovation of AdWords.

I can only assume that this is just a test and that Google has a lot more up their sleeve — they better, because this is what will drive the next round of online advertising wealth creation. Google may have competition-crushing scale, but they have yet to corner the market on innovation for online video ads.

The game is afoot.

Comments (5 Responses so far)

  1. There’s a good chance Google will lose out big time, if in fact companies stop producing “ads” to be inserted in videos, and just do the smart thing, which is create compelling videos that are also promotional.

    Harder to pull off? Yes.

    Tons more effective than a lame pre or post-roll? Immensely.

  2. Maybe Google should keeps its focus on search. Video ads can work there…in our opinion. Otherwise inserting made-for-TV ads in content where is doesn’t naturally fit (PBS programming) is a losing strategy. Now Desperate Housewives, they have lots of room for video ads.

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  4. Yes maybe Google should keeps its focus only on search. Video ads can be a good idea there…in our opinion.

  5. [...] Google Experiments With Utterly Old School Video Ads Interesting reaction to some Google ads being tested in a video clip. There must be other potential ways of integrating ads into online video clips that is less intrusive. (tags: Video advertising Ads google Media) [...]

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