• by David Goetzl , June 5, 2007

YouTube, which has resisted using the widespread pre-roll ads, may be joining the trend. A top programming executive says he expects the Google-owned property to go in that direction--albeit with shorter spots than the industry norm, perhaps as low as three to five seconds.

Terry Mackin, executive vice president at station group Hearst-Argyle, which has a new revenue-sharing deal to offer video on the site, said YouTube has tested shorter pods than the common 15 seconds. He expects it to phase in the shorter pre-roll spots to join the other types of inventory it currently offers, most prominently banner-style display ads.

Hearst-Argyle's deal with YouTube calls for the streaming of videos from five of its 26 stations on dedicated channels. The videos will range from professionally produced clips from local newscasts to user-generated content the stations acquire from residents in their markets. Jordan Hoffner, head of premium content partnerships at YouTube, said in a statement: "We are actively exploring a variety of ways to help our partners monetize content and expect to announce something in the coming months that users will embrace. Our No. 1 priority is to accomplish this in a way that does not interrupt the user experience."

A YouTube representative said a range of ad concepts are being tested, but declined further comment.

The initiative is all part of H-A's "broader strategy of embracing user-generated content" and its search for new ways to distribute video via the Web, Mackin told a group of investors. H-A has moved aggressively to generate Internet revenues as a way to expand its business beyond the traditional spots and dots that stations have been selling for more than 50 years.

H-A selected five of its larger stations for the YouTube deal, including outlets in Boston and Pittsburgh. Also included is its station in Manchester, N.H., which should offer plenty of political coverage as the critical New Hampshire primary approaches.