• NewTeeVee, Friday, October 3, 2008 10:45 AM

In its ongoing search to monetize the millions (billions?) of hours of video on its site, YouTube has slowly started including post-roll video ads on some of its content. This is a new step for the video sharing site, and one that could potentially irritate its massive, loyal audience (though surely not as much as--gasp!--pre-roll ads would).

The ads work like this: Overlay ads appear during the video, that can be clicked anytime by users who want to see the full ads. But the kick is, even if a user doesn't click during the video, the full ad will now run when the video has concluded. This format has begun rolling out over the past few weeks.

The move will barely be noticeable to most users, because the ads only appear on about 4 percent of the site's videos uploaded by official partners with revenue-sharing agreements. But following Google's announcement in July that it would begin experimenting with pre- and post-roll video ads as a way to boost monetization, it is safe to assume that percentage will go up.

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