Google selling ad inventory on YouTube mobile site

By Giselle Tsirulnik - March 11, 2010

After trials of banner advertising with brands like L'Oreal and Land Rover showed strong results related to click-throughs, user experience and brand awareness, Google is now selling ad inventory on YouTube's mobile site.

Ads on the YouTube mobile Web site will be banner ads sold on a full-day basis, similar to the YouTube homepage on the PC Web. This will make a mobile buy an easy and valuable addition to any YouTube campaign.

"Mobile phones are rapidly becoming essential tools for surfing the Web, connecting with friends, and sharing and watching video online, and we're seeing these effects at YouTube," said Aaron Zamost, a spokesman for the Google Corporate Communications team at Google Inc, Mountain View, CA.

Mobile site traffic grew by over 160 percent in 2009, and now millions of users all over the world are streaming tens of millions of videos every day," he said.

YouTube is launching ads on the home, search and browse pages of the American and Japanese YouTube mobile Web sites at http://m.youtube.com.

Mazda is currently running a homepage ad on YouTube.com, and has extended its campaign to run ads on the mobile site as well.

The mobile ad inventory on YouTube is a great way for advertisers to reach YouTube viewers across multiple platforms," per Mr. Zamost.

In fact, at launch YouTube will immediately provide one of the largest audiences for a mobile ad campaign anywhere on the mobile Web.

Since YouTube mobile attracts early adopters, the site can deliver to advertisers a coveted demographic of tech savvy trendsetters.

Some YouTube usage stats:
• Twenty hours of video are uploaded to YouTube every hour
• 75 of the Advertising Age Top 100 Marketers ran ads on YouTube in 2008
• YouTube uploads from mobile phones has jumped 1700 percent in the past six months
• YouTube in the No. 6 largest Internet destination and the No. 1 entertainment site on the Web with 98.1 million unique visitors per month
• Users spend an average of 21 minutes per visit

There have already been some early campaigns on YouTube's mobile site by advertisers like Sony (for the DVD release of "District 9") and Kia, both of whom were able to easily reach their target audience, no matter where they were looking for video.

"The mobile space moves fast, so we've been working hard to roll out new features and functionality quickly, especially as more and more people adopt YouTube-capable phones," said Taylor Cascino, strategic partner development manager at Google.

"The increased usage of high-end devices like the iPhone and Android is also making mobile advertising easier and more effective for advertisers," he said.

http://www.mobilemarketer.com/cms/news/advertising/5634.html

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