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Adsense cancels youtube video units product

Posted: March 28th, 2009 | 3 Comments »

adsensevideounitssunsetMost of you won’t be affected by this, since it seems very few people were using it. Google Adsense discontinued offering Youtube Video Units as part of their never-ending-search for youtube’s revenue model. As part of the program, Adsense users were able to find a youtube video, attach it to their Google Adsense account, and embed the ad-enabled video into their site. Then, they could sit back and let the Adsense for Video overlay money roll in while they slept. From an email they sent to Adsense account holders last week:

“After reviewing our AdSense video units feature, which allows you to show YouTube content and ads on your pages, we’ve found that it hasn’t had the impact we had hoped for. As a result, we’ve decided to retire this feature at the end of April so we can focus our resources on other opportunities to help publishers earn from their sites. “

What were the problems? We don’t really know, but let’s assume that Adsense publishers really did embed adsense-enabled youtube videos into their destinations. Here are some guesses as to why Youtube still might not have found success:

1) The ads were unable to correctly discern the context of the video in order to match relevant advertisers. Adsense works because of its unparalleled ability to contextually match an advertiser to related text content. Adsense for Video, however, is dependent on Google’s ability to read the tags and metadata attached to the video. The metadata for Youtube videos are created by the uploaders, which include things like “27309 1/9“. In that specific case, the video has no other metadata other than being in the “People and Blogs” category. Hard to create advertising relevancy with that level of information — even for Google. Therefore, not only could the viewer be negatively affected by irrelevant ads, but that leads to poor performance for the ad units.

2) The videos that people wanted to post don’t lend themselves to advertising. Many viral videos, as we know, are extreme, funny, or extremely funny. Most don’t lead the viewer to think, “Hmm…I would like to know more about a cheap plane ticket to Florida right now.” Even if Google was able to discern the context of the video through proper user-selected titling, tags and metadata, finding a relevant ad on the skateboarding cat is hard to do.

3) The age old problem: Branded advertisers want to know where their ad is showing up — not just on which embedded video, but on which embedding site. Advertisers on youtube video overlays often turn a blind eye to whether the video itself is appropriate content for their brand. If you pay by the click, sometimes you just care about the people who clicked, not the people who didn’t. However, in this program, the advertiser must also extend their ‘blind eye’ to include whether the embedding site is appropriate. If Youtube tries to sell CPM video deals with branded advertisers as opposed to applying only CPC affiliates, then the importance of knowing where the video is being played rises. Branded sponsors have too much at risk to tie themselves to unknown destinations, once they get over being tied to unknown video content.

We like the Google Adsense for Video service that places relevant Adsense overlays on video. For informational video content attached to rich metadata, there is no reason that GAFV shouldn’t be as successful for Google Adsense in generating revenue for video publishers. At Expo, we experience very rich RPM from GAFV and high CTR due to the relevance of the ads to our video content. A Krups coffeemaker video review will display a “Krups at Macys” overlay every time. We wouldn’t be able to do that without Google Adsense, but the bar for user gen video is as high as any other content to properly leverage Adsense’s strengths…metadata, quality and relevance of the content still matter.

UPDATE:  If you’re confused about all these monetization attempts on the part of Youtube, here is a clarifying page Adsense put up to help discern them all


Facebook comments:

3 Comments on “Adsense cancels youtube video units product”

  1. 1 Young Job seeker said at 5:00 pm on October 23rd, 2009:

    Good evening. How to view Google Ad Sense report separately for each web site?
    I have adsense Ads on my website but I do earn any money. Any suggestions how to make readers click on my adsense Ads?…

  2. 2 Daphne Kwon said at 9:53 am on November 10th, 2009:

    Here’s the adsense blog that covers optimization
    http://adsense.blogspot.com/search/label/Optimization
    Good luck!

  3. 3 Peta Dunia said at 7:33 pm on September 14th, 2011:

    Google…

    […]just beneath, are a lot of totally not related internet sites to ours, however, they are surely worth going over[…]…


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