Google Launches AdSense for Video Beta Program

Google is launching a new AdSense for Video beta program today to bring contextually targeted graphical and text overlay ads to publishers of online video content in the same manner as Google AdSense.

The beta program is an extension of Google’s In-Stream Video Ads, in operation since last May, but will center on the different ad formats now being made available. Graphical overlay ads, similar to what the company offers with certain YouTube videos, temporarily cover 20 percent of a video, and will be priced on a CPM basis. Text overlay ads, which appear as semi-transparent layers over the video or as a logo, will be cost-per-click, according to the company. The beta program will not place pre-roll, post-roll or interstitial video ads with video content.

The possibility of a cost-per-click system appealed to Bob Heyman, chief search officer for MediaSmith, a media buying and planning agency, who said he expected Google’s involvement to help build a critical mass for online video ad placement.

“We think that a pay-per-click, keyword targeted video ad solution is a big winner,” said Heyman. “Pretty much all the video advertising that you can buy so far has been CPM, and since 45 percent of the interactive advertising dollar goes to search, we think there is no reason why video advertising shouldn’t possibly have that same kind of split.”

Ads placed through AdSense for Video will be contextually targeted to match the video’s content. Google will make decisions based on the text-based content surrounding a video as well as metadata feeds supplied by the publisher or video creator. Ads will appear on partner sites within the Google Content Network, as well as on YouTube, but will generally be restricted to professionally or semi-professionally produced content.

The program launches with approximately 20 partners, including direct video sites like BobVila.com, eHow, MyDamnChannel, ExpertVillage, PinkBike, TheNewsRoom, and social video aggregators Revver, blip.tv, and GodTube, according to the company. Video ad platform providers Brightcove, Yume, Tremor Media, and Eyespot Network have also connected their systems to AdSense for Video to give their customers the ability to sell excess video ad inventory via Google.

The beta currently has no set end date, but is available for U.S.-based publishers with a million or more streams a month.

Jim Kaskade

Jim Kaskade is a serial entrepreneur & enterprise software executive of over 36 years. He is the CEO of Conversica, a leader in Augmented Workforce solutions that help clients attract, acquire, and grow end-customers. He most recently successfully exited a PE-backed SaaS company, Janrain, in the digital identity security space. Prior to identity, he led a digital application business of over 7,000 people ($1B). Prior to that he led a big data & analytics business of over 1,000 ($250M). He was the CEO of a Big Data Cloud company ($50M); was an EIR at PARC (the Bell Labs of Silicon Valley) which resulted in a spinout of an AML AI company; led two separate private cloud software startups; founded of one of the most advanced digital video SaaS companies delivering online and wireless solutions to over 10,000 enterprises; and was involved with three semiconductor startups (two of which he founded, one of which he sold). He started his career engineering massively parallel processing datacenter applications. Jim has an Electrical and Computer Science Engineering degree from University of California, Santa Barbara, with an emphasis in semiconductor design and computer science; and an MBA from the University of San Diego with an emphasis in entrepreneurship and finance.

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