YouTube to Start Using Overlay Ads
by Alice Gnodde
According to Yahoo! reports, YouTube are starting to use semi-transparent overlay advertising at the bottom of selected videos.
The advert will display for ten seconds and then disappear if not clicked on. If it is clicked on then the full video advertisement will launch. The preference for overlays, as opposed to pre-rolls, is that the overlays aren’t as garish and obtrusive, so people are less likely to close them.
Because there is choice involved in watching what the overlay promotes (thereby insinuating interest from the viewer when they click on it), the video that launches can be more substantial, giving it a chance to better target the audience.
Currently there are some big media conglomerates are involved - Warner Music Group Corp., News Corp.'s 20th Century Fox and Time Warner Inc.'s New Line Cinema – so it seems that most of the overlays will promote new music and film releases for the time being. They are paying per person exposed to the overlay - $20 per 1000 times that the overlay is displayed, regardless of whether the person clicks through or not.
The overlay is certainly a great way to create exposure for a product – or something that just needs to generate a buzz. Personally, I don’t think that many people will actually click through, but the fact that the viewer is focusing their eyes on or around the title of a movie or the name of a band for ten seconds, is certainly long enough to set an impression.
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