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Google AdSense Answers About Video

David A. Utter
Staff Writer
Published: 2006-05-28

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The new video advertisements that will begin to appear on Google's network of AdSense publishers will pay on a CPM basis for site-targeted video, which should be welcome news.

Judging by the latest blog post from Google's AdSense team, one can almost hear Bobby McFerrin's "Don't Worry, Be Happy" playing in speakers around the Googleplex.

The news from the AdSense team concerns the common questions arising from the debut of video ads served by Google. Those ads will appear throughout Google's network of websites that participate in the AdSense program.

Google addressed the questions of intrusiveness and bandwidth, noting how the video ads appear as static images until the site visitor presses Play. Since Google hosts the video, its playback will not impact the site publisher's bandwidth.

Payment to publishers displaying those ads will depend on how the ad has been targeted. As noted, site-targeted ads will pay per impression, while contextual video ads pay when a visitor clicks through the advertisement.

Those payments should be competitive, since video ads will compete with text and images in the same auction. Google said the Ad Rank for ads will determine which ones appear in an ad unit, and a video ad has to have a greater eCPM than that of competing ads to appear.

Size does matter with video ads as it does with other advertising units. Google noted in a separate post that advertisers value the larger ad units the most and those bigger ads are more likely to be viewed by site visitors.

Larger ad units also help in drawing site-targeted advertising, but other factors like quality content in a topic area also help build a site's perceived authority. Advertisers seeking to target a specific audience want to find sites that draw the desired demographic already.

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About the Author:
David Utter is a staff writer for WebProNews covering technology and business.

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