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Then you’re not going to be any happier with most of the subscription videos the site is going to start selling.
Subscriptions may still be welcome news for some video makers, who have been complaining about the ad dollars they are generating from the site.
But lots of video makers will likely hold back and wait to see the results of the experiment YouTube is starting up. A la carte subscriptions seem particularly useful for established YouTube stars with low production costs and rabid fans, like Freddy W, Ryan Higa or the Smosh guys. Certainly, almost all of their teen video viewers are unable or unwiling to pay to watch their stuff. The ad push is YouTube’s response to apparent criticism from advertising executives, who want the site to promote its content in order to justify the flow of ad dollars onto the platform. In total, there are 14 of these categories, each of which are being sold to advertisers as part of a program called Google Preferred. YouTube has run TV advertisements before, using them to promote the themed weeks it debuted last year. SUBSCRIBE Get Tubefilter's Top Stories, Breaking News, and Event updates delivered straight to your inbox. If you have a great news tip, are interested in advertising on Tubefilter, thinking about possible partnership opportunities, want to find out more about our upcoming events, would like to write a guest post, or just want to say "hello," be sure to drop us a line.
Viewers are encouraged to vote daily for their favorite nominees between now and December 8 at: Celebrating the YouTube Ads of 2015. Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land.
MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. Created by ad agency Fitzgerald & Co, MedExpress’s anti-viral campaign loosely plays with the various meanings of viral. The resulting pre-roll ads boast a medical professional who tells the viewer in an effort to stop the upcoming video from going viral, MedExpress made the “most boring, unskippable video [ads] ever.” The medical employee then proceeds to do a bunch of (you guessed it) mundane activities, like trying not to blink or playing several instruments horribly wrong all at once.
Ironically, the MedExpress ads are just clever enough that some YouTube users may not actually be annoyed by them (which would help boost brand recall among those viewers).


After months of testing various video advertising formats, Google settled on an approach that it hopes is less obtrusive to viewers and keeps them in control of what they’re watching. The Google ads will be shown only on videos made by YouTube’s 2,000 to 3,000 professional content partners and the 70-odd members of its member partner program, although it’s not far-fetched to think that the ads will appear on user-generated, non-professional video once the process of matching ads to appropriate content are worked out. Fifteen seconds into a video, a transparent overlay, produced in Flash, appears on the bottom 20 percent of the screen. Viewers can click on the banner to view the ad, close the banner, or ignore it and the ad disappears after 10 seconds.
If viewers do not want to watch the ad from the start, they can click the “X” in the upper right corner of the banner and it will disappear.
But it’s no secret that Google had to weigh user concerns against investor issues to find an appropriate monetization strategy following its $1.65 billion buyout of YouTube in October 2006.
For the past several months Google has been testing other ad approaches, including “pre-rolls” (ads that appear before a video), but the in-player, during-the-video approaches tested best. Which is a good thing, since knowing that most of the early adopters for this method will be targeted towards U.S based households which leaves the rest of the world without ads for a little bit longer. And an ad-free option that YouTube has also pitched may appeal to children’s-TV producers, as well. But they may be able to convert a small percentage of their superfans to open their wallets (or their parents’).
And if all of that works, and YouTube proves there’s a real business for pay video on the site, perhaps it will start becoming attractive to the TV and movie guys YouTube has been trying to court without success for a very long time. According to a report from AdAge, YouTube plans to launch ad campaigns based around three of its creators: Michelle Phan, Bethany Mota, and Rosanna Pansino. Ads featuring Phan, Mota, and Pansino will show up on youth-skewing TV channels like The CW and ABC Family, will appear in magazines like Allure, Seventeen, and Entertainment Weekly, and will also run across Google’s web properties.
Essentially, YouTube plans to reserve space at the top of its 14 categories for ad buyers who purchase in advance, thus encouraging those buyers to pay more for prime real estate.
This will be the first time, however, that creator channels are themselves the centerpieces of YouTube’s off-site marketing.
Voting starts today and runs through December 8, with the winners to be announced on December 9.
From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas.


The healthcare clinic just launched an “anti-viral” series of ads the company hopes are so boring, they’ll actually prevent the videos which come afterwards from going viral. As a healthcare clinic, MedExpress’s goal is to stop infections and diseases from spreading among the U.S. It’s similar to the “ticker ad” concept that VideoEgg introduced nearly a year ago, or the ads that appear along the bottom of the screen during television shows. It depends on the ad creator’s sensitivity as to how in-your-face the ads are: Steve Carell’s head and the bold type face of “Evan Almighty” are pretty intrusive, while the “check out what’s new” from Warner Bros.
Some people think there should be no advertising attached to YouTube videos for fear that it might alienate its viewers. Shashi Seth, YouTube’s group product manager, noted that the ads performed “5 times to 10 times” better than traditional display advertising. But no matter what happens, advertising is here, it’s always been here, and it will find its way into online video and new media.
Just like the Rolling Stones will convince some poor soul to pay $169.98 for a boxed CD set next fall. It is a fusion of different media styles, different topics, different formats and different sources.
The campaign will even extend to New York City and Chicago subways through the banners pictured above. From industry news, to web series reviews, to related events, and one heck of an Awards Show. So Google’s attempt to bring advertising to select YouTube clips, unveiled today, is just another step in that direction.
I hated when similar ads came in the middle of TV shows now they are popping up on YouTube! And while “going viral” online is actually a good thing, MedExpress decided to jokingly lump viral videos in with the diseases it’s trying to stop.
If once the ad has started playing and it’s of no interest, a viewer can bail and return to the video by clicking the “X” in the upper right corner.



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