Editor's Note: This article is part of our special series on Google's acquisition of YouTube, with commentary and analysis from practitioners and thought leaders throughout the industry, including:
Ranging from the 30,000 foot perspective to the deeply practical, our contributors will help you make sense of the latest shift in the media landscape.
Preroll advertising sucks. Period. I hate watching a 15-second Lexus ad just to watch a 45-second clip of the San Francisco Giants losing again.
I have a solution, one that Monday's news about Google acquiring YouTube suggests may soon be a reality.
Most video on TV news stations has a bottom portion of their screen reserved for scrolling news. ESPN calls theirs the "Bottomline." I propose doing the same for all online video. How? Pull in a Google AdSense stream into the Flash or Windows Media file dynamically. The AdSense stream would sit at the bottom of videos and serve one advertiser message at a time at the bottom of the video. The user could click on the ad if they chose and a new window would pop-up. But there is more…
The ads could be contextual based on meta data imbedded in the video. Watching a video about cars. See ads about cars on the bottom of the video. But wait, there is even more…
This new way of serving adverting means that the ads travel with the video. Now if the video is saved and put on a different site, the advertising travels with it, as does the revenue for the creator.
The implications for sites like YouTube.com are enormous. Any video with a Google AdSense stream imbedded in it has the ability to generate revenue anywhere it is. Popular videos on YouTube end up on thousands of MySpace profiles. Now YouTube and the creator can profit from "video sharing."
Even established networks might feel better about allowing their precious programming to be let free on the web. Wouldn't it be great if we could share the Lost episode we just downloaded from iTunes with our friends?
This could even stamp out the protest of pirating or stealing video and placing it on sites like BitTorrent.
The only hitch at this point is that the user must be connected to the internet to pull the ad stream. Not a huge hurdle considering the proliferation of wireless networks and broadband cards, and the soon-to-be-released internet-enabled iPod.