YouTube Goes With Pre- And Post Rolls
Reider wouldn't elaborate on the company's plans, though ad formats would vary by video and content provider. It looks like YouTube buys will require an added degree of customization and strategic planning. Reider said she expects YouTube to contribute significantly to parent Google's bottom line in "three or four years." She implied that the video provider's more than 1,000 "premium" content partners would be the first to experiment with the new formats.
It's unclear whether long form 15-30 second video ads figure into YouTube's plans (at one point company CEO Chad Hurley strenuously denied they would), though Patrick Walker, European head of video partnerships at Google, suggested earlier this week that 30-second pre-rolls figured in the company's future. Meanwhile, Sling Media President Jason Hirschhorn, appearing in a panel alongside YouTube's Reider, declared that a television-style pre-roll "doesn't work." He said: "Advertisers need to be very flexible. Anyone who says they've figured it out is wrong."