AdWords New Feature: Video Ads

Posted: May 23, 2006

Google has just announced a new feature, AdWords Video Ads.

These ads will use the same formats as the current image ads, which means, prepare your designer for some serious work. Creating videos in so many sizes can be a bit of work.

While Google initially confirms it will use the same guidelines as image ads, slight variations like:

Will the initial image be able to look like an image?
Will the image allow a ‘click based’ call to action to watch the image?
Will the ‘click charge’ be watching the video, or clicking through to the website?
Will the ‘CPM’ charge be the page view, or the video being played?

There are quite a few pricing variations available, and without full knowledge of the system being announced, some of these questions can dramatically change the success of the new ad format.

Finally, unlike some intrusive advertising, users will have complete control. When a page loads, only a static image will be visible; the video will not start playing until the user initiates it. He or she will be able to advance the video, pause it, adjust the volume or click through to the advertiser’s site

This is quite interesting. It follows Google’s philosophy of giving the user control. However, that just magnifies the above questions. From an advertiser standpoint, of course, you’d want the image to start playing upon loading if you are paying on a CPM basis. It will be interesting to see how this plays out in the bid auction pricing.

Overall, a good offering on the surface. The intent is there. Now, we’ll wait and see how well it is executed.

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