Today Seth MacFarlane, Tomorrow YouTube Partners?

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Mon, Jun 30 - 9:11 am EDT | 6 years ago by
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\\\'Seth

\\r\\n\\r\\nSo let\\\’s get this straight: Google AdSense ad units, contained in and contextual to content sites, will now contain Google-syndicated content contextual to the content sites, that contains ads contextual to the Google-syndicated content.\\r\\n\\r\\nTalk about picture-in-picture-in-picture.\\r\\n\\r\\n

In September, Seth MacFarlane, creator of “Family Guy” on television, will unveil a carefully guarded new project called “Seth MacFarlane’s Cavalcade of Cartoon Comedy.” Unlike “Family Guy,” which is broadcast on Fox, this animation series will appear exclusively on the Internet.\\r\\n\\r\\nThe innovative part involves the distribution plan. Google will syndicate the program using its AdSense advertising system to thousands of Web sites that are predetermined to be gathering spots for Mr. MacFarlane’s target audience, typically young men. Instead of placing a static ad on a Web page, Google will place a “Cavalcade” video clip.\\r\\n\\r\\nAdvertising will be incorporated into the clips in varying ways. In some cases, there will be “preroll” ads, which ask viewers to sit through a TV-style commercial before getting to the video. Some advertisers may opt for a banner to be placed at the bottom of the video clip or a simple “brought to you by” note at the beginning.

\\r\\n\\r\\nAs an AdSense publisher myself, I don\\\’t mind Google putting contextual content in my content to attract good clickthroughs. If anything, this Seth MacFarlane deal is a natural evolution of video AdSense.\\r\\n\\r\\nIf this experiment succeeds, expect AdSense units across the Web to get a lot more interesting. When advertisers learn to trust the new system, perhaps Google can let YouTube partners in on the action.\\r\\n\\r\\nIf you think about it, YouTube partners would be a natural fit for this program once it gains some traction with advertisers. YouTube partners already split revenue with Google anyway. They already get their videos placed inside AdSense units. AdSense can easily contextualize (through tags) and geotarget (through Insight) YouTube partner videos. It\\\’s a no-brainer.\\r\\n\\r\\nThis Hollywood detour could go a long way in helping Google clear advertiser fears surrounding online video. Let\\\’s just hope Google doesn\\\’t get too Hollywood and forget the little guys in the Long Tail who\\\’ve supported them for so long.\\r\\n\\r\\n(Photo by Eric Appel. BY-NC-ND.)

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  • http://www.daisywhitney.com Daisy Whitney

    Is Google competing with YouTube at all here?

  • http://mikeabundo.com Mike Abundo

    Good question, Daisy. That would be rather peanut butter of them, wouldn’t it?

    While a Hollywood name would indeed attract advertisers, you have to wonder why Google didn’t recruit video creators they already have contracts with through YouTube.

    Filtering this deal down to YouTube partners, if ever, would be a top-down approach. Google isn’t known for top-down approaches.