Search Ads Come to YouTube - The New York Times

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</script> </div>  <div class="story-meta"> <h6 class="kicker"> <span class="kicker-label"> <a href="https://archive.nytimes.com/bits.blogs.nytimes.com/"> Bits </a> </span> <span class="pipe">|</span> Search Ads Come to YouTube </h6> </div>   </div>  <div class="search-flyout-panel flyout-panel"> <button class="button close-button" type="button"><i class="icon"></i><span class="visually-hidden">Close search</span></button> <nav class="search-form-control form-control layout-horizontal"> <h2 class="visually-hidden">Site Search Navigation</h2> <form class="search-form" role="search"> <div class="control"> <div class="label-container visually-hidden"> <label for="search-input">Search NYTimes.com</label> </div> <div class="field-container"> <input id="search-input" name="search-input" type="text" class="search-input text" autocomplete="off" placeholder="Search NYTimes.com"> <button type="button" class="button clear-button" tabindex="-1" aria-describedby="clear-search-input"><i class="icon"></i><span id="clear-search-input" class="visually-hidden">Clear this text input</span></button> <div class="auto-suggest" style="display: none;"> <ol></ol> </div> <button class="button submit-button" type="submit">Go</button> </div> </div>  </form> </nav> </div>  <div id="notification-modals" class="notification-modals"></div> </header> <nav id="ribbon" class="ribbon ribbon-start nocontent robots-nocontent" aria-hidden="true"> <div class="nocontent robots-nocontent"> <ol class="ribbon-menu"> <li class="collection ribbon-loader"> <div class="loader "><span class="visually-hidden">Loading...</span></div> </li> </ol> <div class="ribbon-navigation-container"> <nav class="ribbon-navigation next"> <span class="visually-hidden">See next articles</span> <div class="arrow arrow-right"> <div class="arrow-conceal"></div> </div> </nav> <nav class="ribbon-navigation previous"> <span class="visually-hidden">See previous articles</span> <div class="arrow arrow-left"> <div class="arrow-conceal"></div> </div> </nav> </div> </div>  </nav> <nav id="navigation" class="navigation"> <h2 class="visually-hidden">Site Navigation</h2> </nav>  <nav id="mobile-navigation" class="mobile-navigation hidden"> <h2 class="visually-hidden">Site Mobile Navigation</h2> </nav>  <div id="navigation-edge" class="navigation-edge"></div> <main id="main" class="main" role="main"> <div id="story" class="story theme-main"> <div id="bits" class="spanAC blog"> <header id="blogs-masthead" class="wrap"> <div class="ad sponsortile-ad hidden nocontent robots-nocontent"> <div class="caption">Supported by</div> </div> <div class="element1"> <a href="https://archive.nytimes.com/bits.blogs.nytimes.com/?module=BlogMain&action=Click&region=Header&pgtype=Blogs&version=Blog%20Post&contentCollection=Technology"> <div id="logo" class="archived-blog-post"> <div class="w75 left site-header-logo"><img src="https://static01.nyt.com/images/blogs_v3/bits/bits75.gif" alt="Bits"></div> <div class="site-title">Bits</div> <div class="site-description">Business, Innovation, Technology, Society</div> </div> </a> </div> <div class="element2"> <div class="inlineSearchControl"> <form method="get" id="searchform" action="//bits.blogs.nytimes.com/"> <input type="text" value="" name="s" id="s" class="text" placeholder="Search Bits"> <button type="submit" class="searchsubmit">Search</button> </form> </div> </div> <div class="clear"></div> </header> <div class="a-column " id="a-col"> <div id="content" class="hfeed"> <article class="post-1623 post type-post status-publish hentry category-internet tag-adwords tag-google tag-youtube" id="post-1623"> <header class="postHeader"> <div class="postKicker"> </div> <h1 itemprop="headline" class="entry-title">Search Ads Come to YouTube</h1> <div class="story-meta-footer"> <address class="byline author vcard" itemprop="author creator" itemtype="//schema.org/Person"> By Miguel Helft </address> <time class="dateline " datetime="2008-10-13T23:32:22+00:00" itemprop="datePublished">October 13, 2008 7:32 pm</time> <span class="visually-hidden updated">October 13, 2008 7:32 pm</span> </div> </header> <div class="entry-content"> <p class="story-body-text" itemprop="articleBody">Quiz: What’s the No. 2 search site?</p> <div class="w75 left"><img src="https://static01.nyt.com/images/2008/09/17/technology/ad_ecom.75.jpg" alt="Advertising"></div> <p class="story-body-text" itemprop="articleBody">Answer: If you guessed “Yahoo,” you’re wrong. Internet users now conduct more searches on YouTube (2.5 billion in August) than they do on Yahoo (2.4 billion), according to comScore’s <a href="https://www.comscore.com/press/release.asp?press=2476">expanded search query report</a>. </p> <p class="story-body-text" itemprop="articleBody">So it is not surprising that YouTube’s parent, Google, is thinking of turning those searches into dollars. The company has begun testing video ads that are aimed at specific YouTube searches. The system works a lot like the hugely profitable AdWords system for search ads on Google. Type “Tina Fey” into YouTube’s search box and, along with the search results, you may find a somewhat relevant ad for the movie “W” as well as a significantly less relevant ad for the University of Phoenix. (This is a test, after all.) The “W” ad links to a trailer on YouTube for the Oliver Stone movie and the University of Phoenix ad links to that school’s YouTube channel. </p> <p class="story-body-text" itemprop="articleBody">“We are constantly testing a wide range of options to find the right advertising format, for the right content, for the right video experience on YouTube — whether you’re watching short videos or long videos, uploading videos, or even searching for videos on our site,” said Aaron Zamost, a YouTube spokesman. “We do not believe there is one advertising solution for YouTube, but lots of valuable ways for advertisers to engage with our audience.”<span id="more-1623"></span></p> <p class="story-body-text" itemprop="articleBody">For now, only a small number of advertisers is testing the new format, the latest of <a href="https://www.nytimes.com/2008/10/08/technology/internet/08youtube.html">many</a> that YouTube has <a href="https://www.nytimes.com/2007/08/22/technology/22google.html">experimented</a> with in the past several months. YouTube, which has struggled to monetize the hugely popular site, is still working out its targeting technology and other aspects of the YouTube search ads system. </p> <p class="story-body-text" itemprop="articleBody">While this system works like the multibillion-dollar AdWords program, don’t expect YouTube’s video search ads to match AdWords in size. As AdAge, which <a href="https://adage.com/digital/article?article_id=131685">first reported</a> on the YouTube search ads, noted, YouTube and Google are different animals: “People are often looking to be entertained when they do a video search, which is a contrast to the more varied — and often commercial — nature of searches on Google.com.” </p> </div> <footer class="entry-footer"> <div id="sharetools-post-footer" class="sharetools theme-classic" data-shares="show-all|Share" data-url="//bits.blogs.nytimes.com/2008/10/13/search-ads-come-to-youtube/" data-title="Search Ads Come to YouTube" data-description="Google video search ads on YouTube may not be as big as Adwords."> </div> <div class="footer-tags"> </div> </footer> </article> <div id="respond" class="comments-closed"> <p>Comments are no longer being accepted.</p> </div> <div id="legacy-comments" class="entry-comments module"> <div class="the-comment alt" id="comment-57712"> <div class="comment-meta"> <span class="comment-author">Pete</span> <span class="comment-link"> <a href="#comment-57712" title="Comment Permalink"> <span class="comment-date">October 14, 2008</span> <span class="comment-middot">·</span> <span class="comment-time">11:20 am</span> </a> </span> </div> <div class="comment-content" style="display:block;"> <p>“you may find a somewhat relevant ad for the movie “W” as well as a significantly less relevant ad for the University of Phoenix. (This is a test, after all.)”</p> <p>The author is insinuating that Google made a mistake in targeting this ad. This is incorrect. It’s a common misconception that online ads need to be relevant. In fact, University of Phoenix is a lead generation site that is happy targeting the youtube demographic in this case.</p> <p>When I watch golf on TV, I see ads for Ford cars, not just golf clubs. Why is online advertising held to a different standard?</p> </div> </div>  <div class="the-comment" id="comment-57741"> <div class="comment-meta"> <span class="comment-author">Nick Marino</span> <span class="comment-link"> <a href="#comment-57741" title="Comment Permalink"> <span class="comment-date">October 14, 2008</span> <span class="comment-middot">·</span> <span class="comment-time">12:34 pm</span> </a> </span> </div> <div class="comment-content" style="display:block;"> <p>Pete – I think the point is that online advertising has the capability to be more targeted and relevant than TV. The author assumes that it’s a mistake because U of Phoenix does not seem like a particularly targeted choice for a “Tina Fey” search in comparison to a political film.</p> </div> </div>  <div class="the-comment alt" id="comment-57805"> <div class="comment-meta"> <span class="comment-author">Pete</span> <span class="comment-link"> <a href="#comment-57805" title="Comment Permalink"> <span class="comment-date">October 14, 2008</span> <span class="comment-middot">·</span> <span class="comment-time">3:06 pm</span> </a> </span> </div> <div class="comment-content" style="display:block;"> <p>Nick, relevancy is not always the most profitable solution. It all comes down to ROI. It’s important to test other possible advertising matches including serving ads that broadly target demographics.</p> <p>Capability is irrelevant and assuming Google made a mistake is wrong. It’s likely this is an intentional and successful match. I hate to stick up for Google, but the fact is that they are very good at what they do. My money is on them, not this reporter’s assumption which he printed without any evidence.</p> </div> </div>  <div class="the-comment" id="comment-57999"> <div class="comment-meta"> <span class="comment-author">Mike Abundo</span> <span class="comment-link"> <a href="#comment-57999" title="Comment Permalink"> <span class="comment-date">October 14, 2008</span> <span class="comment-middot">·</span> <span class="comment-time">11:40 pm</span> </a> </span> </div> <div class="comment-content" style="display:block;"> <p>I blogged this in August. I’m surprised YouTube took this long to talk about it.</p> </div> </div>  <div class="the-comment alt" id="comment-324313"> <div class="comment-meta"> <span class="comment-author">Julio c</span> <span class="comment-link"> <a href="#comment-324313" title="Comment Permalink"> <span class="comment-date">October 5, 2009</span> <span class="comment-middot">·</span> <span class="comment-time">2:25 am</span> </a> </span> </div> <div class="comment-content" style="display:block;"> <p>The thing with Youtube is… “give to the publishers a good tool than they can add publicity after video. And also track it” then themselves will search for advertisers. And they will add Ads to the Youtube searchs. Its a simple but affordable Chain</p> </div> </div>  </div>  <section id="whats-next" class="whats-next nocontent robots-nocontent"> <h2 class="visually-hidden">What's Next</h2> <div class="nocontent robots-nocontent"> <div class="loader-container"> <div class="loader loader-t-logo-32x32-ecedeb-ffffff"><span class="visually-hidden">Loading...</span></div> </div> </div>  </section> </div>  </div>  <div class="cColumn nocontent robots-nocontent"> <aside> <div class="postNavigation"> <ul class="opposingFloatControl wrap"> <li class="element1"> <span class="previous">Previous Post</span> <div class="arrow arrow-left"> <div class="arrow-conceal"></div> </div> <a class="postTitle" href="https://archive.nytimes.com/bits.blogs.nytimes.com/2008/10/13/an-elephant-backs-up-googles-library/" title="An Elephant Backs Up Google's Library"> An Elephant Backs Up Google’s Library </a> </li> <li class="element2"> <span class="next">Next Post</span> <div class="arrow arrow-right"> <div class="arrow-conceal"></div> </div> <a class="postTitle" href="https://archive.nytimes.com/bits.blogs.nytimes.com/2008/10/14/quick-bits-a-new-copyright-law-and-hope-for-yahoos-google-ad-deal/" title="Quick Bits: New Copyright Law and Dull Apple Rumors"> Quick Bits: New Copyright Law and Dull Apple Rumors </a> </li> </ul> </div> <div id="nyt_promo_widget-10" class="module nocontent widget_nyt_promo_widget"> <div style="font-family: nyt-franklin, arial, sans-serif; padding-top: 12px; font-size: 14px; line-height: 17px;"> Visit the <a href="https://nytimes.com/technology" style="font-weight: 600;">Technology section</a> for complete coverage of the industry. <a href="https://nytimes.com/technology" style="font-family: nyt-franklin, arial, sans-serif; font-weight: 600;">»</a> </div> </div> <div id="nyt_blog_social_media-5" class="module nocontent widget_nyt_blog_social_media">  <div id="blog-follow-widget" class="blog-fw-single "> <h4 class=""> <span class="blog-fw-generic-followmessage">Follow <span class="blog-fw-desk">us on</span></span> <span class="blog-fw-specific-followmessage"><span class="blog-fw-username"><a href="https://twitter.com/nytimesbits" title="Follow @nytimesbits on twitter">@nytimesbits</a></span> on <span class="blog-fw-twitter">twitter</span></span> </h4> <ul> <li class="blog-fw-twitter single"><a href="https://twitter.com/nytimesbits" title="Follow nytimesbits on Twitter">Twitter</a></li> </ul> <p class="blog-fw-followbutton"><a href="https://twitter.com/nytimesbits" title="Follow @nytimesbits on twitter">Follow</a></p> </div>  </div> </aside> </div> <div class="clear"></div> </div>  <div class="hideContent"></div> <div id="SponLink" class="text-ad bottom-left-ad nocontent robots-nocontent"></div> </div> <div class="search-overlay"></div> </main>  <footer id="page-footer" class="page-footer" role="contentinfo"> <nav> <ul> <li> <a href="https://www.nytco.com" itemprop="copyrightNotice"> © <span itemprop="copyrightYear">2017</span> <span itemprop="copyrightHolder provider sourceOrganization" itemscope="" itemtype="//schema.org/Organization" itemid="//www.nytimes.com"> <span itemprop="name"> The New York Times Company</span> <meta itemprop="tickerSymbol" content="NYSE NYT"> </span> </a> </li> <li><a href="https://www.nytimes.com/ref/membercenter/help/infoservdirectory.html">Contact Us</a></li> <li><a href="https://www.nytco.com/careers/">Work With Us</a></li> <li><a href="https://nytmediakit.com/">Advertise</a></li> <li><a href="https://www.nytimes.com/content/help/rights/privacy/policy/privacy-policy.html#pp">Your Ad Choices</a></li> <li><a href="https://www.nytimes.com/privacy">Privacy</a></li> <li><a href="https://www.nytimes.com/ref/membercenter/help/agree.html" itemprop="usageTerms">Terms of Service</a></li> <li class="last-item"><a href="https://www.nytimes.com/content/help/rights/sale/terms-of-sale.html">Terms of Sale</a></li> </ul> </nav> <nav class="last-nav"> <ul> <li><a href="https://spiderbites.nytimes.com">Site Map</a></li> <li><a href="https://www.nytimes.com/membercenter/sitehelp.html">Help</a></li> <li><a href="https://myaccount.nytimes.com/membercenter/feedback.html">Site Feedback</a></li> <li class="last-item"><a href="https://www.nytimes.com/subscriptions/Multiproduct/lp5558.html?campaignId=37WXW">Subscriptions</a></li> </ul> </nav> </footer> </div>  <script> require(['foundation/main'], function() { require(['blogs/main']); require(['https://static01.nyt.com/projects/blogs/js/tracking.js']); // Blacklist some trackers imported from nyt5 legacy libraries $(document).ajaxSend(function(event, jqXHR, settings) { if (settings.url.indexOf && settings.url.indexOf('amazon-adsystem') !== -1) { jqXHR.abort(); } }); }); </script> <script src="https://static01.nyt.com/js/blogs/3.2/nyt-blogs-capsule.js"></script> </body> </html>

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Search Ads Come to YouTube - The New York Times