YouTube
has launched a new advertising system which shows semi-transparent ads over
videos for a few seconds at the beginning of each clip.
The
Google
owned video sharing site settled on the new InVideo system after trialling a
number of new ad platforms and formats.
Users have the option of clicking on the ad to view the full content, which
was taken up by a surprising 90 per cent of users participating in trials.
YouTube relies solely on advertising to make money, and has been searching
for a way to maximise income from this revenue stream without it being too
invasive and driving users away.
Eileen Naughton, director of media platforms at Google, claimed that the
trials showed that users were "between five and 10 times more likely to click
through to the full ad than with traditional online formats such as banner
advertising".
She added that Google had looked at many different options to expand and
adapt its advertising methods and that the InVideo platform was the most well
received.
A Google survey suggested that 73 per cent of users did not mind the overlay
format as long as the content remained free.
Around 50 advertisers have signed up to the new delivery system so far, which
will initially be restricted to key Google sponsors and professional or approved
content providers.
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