Make Your Own Vids. Sell Your Own Ads.

According to Ad Age, content producers and the world’s most popular video site are working together to become more successful.

Professional content producers — those who come equipped with their own ad-sales teams — are now able to sell advertising on their YouTube channels. That includes the click-to-expand overlays that run across the bottoms of YouTube videos and display units on the page that hosts the video player. The revenue is split between the content creator and YouTube, just as it would be if YouTube sold the ads.
YouTube is by far the largest video site, with more than 4 billion videos viewed in March, according to ComScore, but it has not been able to translate that audience into significant dollars. Google CEO Eric Schmidt has said better monetizing of YouTube is priority No. 1 in 2008.
Revision3, the online-video-production company behind shows such as “Diggnation” and “Techzilla,” is selling advertising on YouTube, starting with GoDaddy, a sponsor that’s regularly integrated into the content of its shows. Many Revision3 shows have integrated sponsors, and the company’s CEO, Jim Louderback, said the ability to pair companion YouTube advertising in and around the videos is appealing.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.