Video advertising Essay
Video advertising on search results page involves the use of ads placed in search engines for the purposes of advertising, informing all prospective customers on the products and services available to them as well as gaining financially. Google has always had a love-hate relationship with advertising. Its power and wealth come from the $16 billion a year of advertising that it sells. It has started testing video ads on some pages of search results. Google’s main mission is to organize the world’s information and presenting it to us in a highly usable format.
They have to earn a return on their investment, so I do not mind them expanding their advertising and Google will realizes this display format to achieve the return, as long as it is not obtrusive and a clutter. I am confident that and achieve its goals, including maximizing its return, in a tasteful way. They are miles ahead of anyone else in achieving their mission and it is a joy to use their services. They are developing ad formats with images, interactive maps and other more elaborate features.
Google and Yahoo have both started including video advertising on search results pages. Depending on how consumers react, this could
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Marissa Mayer, Google’s vice president of search products and user experience last year said, “Google has introduced what it calls universal search, which mixes images, videos, news stories and other types of information with the standard text links to Web pages. “ Yahoo’s approach is not garish when compared with banner ads, which these days have all manner of video and animation. But compared with the Google links, Yahoo is shouting in the library. All this is part of the broader reinvention of TV commercials in the age of user control.
Many believe that “pre-roll” ads that users cannot skip will be supplemented by the overlaid ad that lets users decide if they want to pause the program to see video from an advertiser. Text ads are not as effective on pages with search results that include images and video. The eyes of users automatically gravitate to the images more than the text, she said. Now that Google’s main search results pages include more images, video links and other elements, it is more appropriate, she argued, to have corresponding advertising formats.
Ads with accompanying videos will have a small button with a plus sign. Google has increasingly used the plus icon to indicate that certain information like a map can pop up on a search results page. Users that click the plus button on an ad will see a small video player that shows a commercial, movie trailer or other clip. Yahoo sells to a handful of advertisers. Right now, if you search for some keywords, including Honda and Special K, you see a shaded box at the top of the search results, marked “Partner Results.
” This includes a graphic image, some text links to various part of the sponsor’s site and a link that pops up a huge video player that covers most of the screen. For now, advertisers will not pay extra to put video in the ads. They enter a price they will pay for a click in Google’s regular text-ad auction. But in the video ads, the advertiser pays when users click to see the video, even if they never click through to the advertiser’s site. This allows Google to expand what it can offer advertisers that are focused on promoting their brands, rather
than driving traffic to a Web site. But Ms. Mayer said the company was not changing its idea that ads need to be directly relevant to what users are searching for. Ads are shown based on a combination of factors, including the amount bid and how often they are clicked . Google, which owns You Tube, the largest user-contributed video site on the Web, has been exploring a wide range of ways to put video ads online. The ads show up as a single line under a typically formatted Google text ad, either above or to the side of search results.
The single-line link is next to a plus-sign icon that Google uses, both in ads and in search results, to indicate that extra information like maps will pop out on the same page. If you click the link, a tiny video window appears on that page, no bigger than a commemorative postage stamp, with a timer counting down how long the video plays. The end of the ad has a URL. If you click it, it takes you to the advertiser’s site. Yahoo’s ad wasn’t clickable, and its timer counted how long the video had been playing.
Video Advertising on Search Results Page raises the potential of more paid clicks for Google. Yahoo hasn’t announced a general format or pricing scheme for its video ads in search. The Partner Results program so far is bundled into big ad buys that include space on many different parts of its site. It will be very interesting to see how the performance of Google’s video ads compares to the performance of Yahoo’s format. Google managers say that their tests show that every stray pixel on a page reduces the satisfaction of users and the money Google makes from ads.
Pretty much everyone else in advertising thinks that it is important for ads to stand out and attract attention to themselves. According to Saul Hansell, Google and Yahoo, have both started including video advertising on search results pages and the two companies approach is different Google’s video ads, which were written about last month, have now started appearing and entails the single blue link that with text like “Watch Commercial” that appears under some of its regular search ads and needs a very close look to see.
Yahoo’s approach isn’t garish when compared with banner ads, which these days have all manner of video and animation although comparing with Google links, Yahoo is shouting in the library because its not selling video ads in search separately but incorporating video into an ad format it calls “partner results” whose format was created to be part of broader campaigns which they sell to a handful of advertisers.
The Importance of Video Advertising on Search Results Page is that, it has supplemented the “pre-roll” ads with overlaid ad that lets users decide if they want to pause the program to see video from an advertiser giving users the expectation of a more Zen-like experience when they are doing a Web search than when they are watching entertainment.
It involves a less intrusive approach to adding rich media onto a search results page where the ads show up as a single line under a typically formatted Google text ad, either above or to the side of search results and the single-line link is next to a plus-sign icon that Google uses, both in ads and in search results, to indicate that extra information will pop out on the same page. Searching for some keywords entails shaded box at the top of the search results, which includes a graphic image, some text links to various part of the sponsor’s site and a link that pops up a huge video player that covers most of the screen.
The use of a URL takes one to the advertiser’s site with just a click of the link where a tiny video window appears on that page with a timer counting down how long the video plays thus posing a helpful indicator. For Google, Video Advertising on Search Results Page provides a second way to get paid and also earn a fee when users watch the video, which some users may see as less of a commitment than moving to a new page thus raising the potential of more paid clicks.
Video Advertising on Search Results Page provides a good commercial fast way to understand the style of a product or to see some of its features in action hence nothing slows one down or even distracts one from search if he or she doesn’t want to watch. It improves the performance of a company especially when the ads stand out and attract attention to the user’s satisfaction. It has brought forth the overlaid ad that lets users decide if they want to pause the program to see video from an advertiser with a more advanced experience when they are doing a Web search than when they are watching entertainment.
Advertising is meant to be useful by the introduction of Video Advertising on Search Results Page format thus founding a way to accommodate video in its with nothing at all garish, or even attention-getting, about the “watch commercial” link would only notice it if you happened to be reading the column of ads. AditAll is a video advertising network that lets you personalize your own pre-produced advertisements, create your own, or submit a request for a custom designed ad.
To take advantage of AditAll’s services, begin by selecting the type of ad you wish to purchase. The results page features a list of ads that AditAll suggests for your company. If you choose a pre-packaged ad, you can still customize it with your own captions, narrations, slogans, your company’s logo, etc. You can also submit a request for a custom ad that AditAll will pass on to producers, who in turn will create ads for you.
The last option is “Start from Scratch”, which is sort of like a combination of the two previous services; you’re not given a pre-packaged template to work with, but it’s also not tailored to fit your needs by a producer; it simply lets you create ads in a more personalized manner. Google has been showing video on search results pages for months and it is experimenting with delivery of video advertising on Google. com results. There have been various experiments in the past, mostly notably the “Bourne Ultimatim” campaign in which a “plus box” allowed users to open a video module and watch a trailer on Google.
com, this brings brand advertising in the form of display ads on the Internet, which is why behavioral targeting and other more interactive units e. g. , AdMission’s Spotlight Ads and Linkstorm menu overlays, have been hailed as the key to making brand advertising more effective for marketers and more appealing and helpful to consumers. The genius of bringing video to Google. com and concealing it behind a plus box is that users won’t see the ads unless they affirmatively click to expand and play them.
This means that response rates will be higher because of the directional behavior inherent in search and the act of opting in. Whether or not the Double-Click acquisition closes, Google has a powerful branding vehicle in YouTube, Gadget Ads and Video for AdSense. But now with video ads in AdWords on the Google. com homepage, it has created a vehicle that will likely become a dramatic success. It will also be applied to local advertisers eventually, either directly or indirectly via YP publishers and others selling those ads.