Post by Slim K team on Nov 18, 2008 15:26:26 GMT -8
A coming of age for YouTube
Posted by Greg Sandova - November 17, 2008 6:24 AM PST
To some YouTube fans, the Web's iconic video-sharing site
may appear to be losing its soul.
Two years ago, YouTube executives disdained anything but the most unobtrusive forms of advertising (no prerolls for them), and even promised to pioneer new ad formats. At the same time, YouTube refused to license rights to TV shows and feature films. Instead, the company bet big on the creative force of the masses to draw huge audiences and eventually advertising dollars. But things didn't turn out that way.
In the past week YouTube has announced it will auction off search terms as part of an ad program, called Sponsored Videos, designed to enable anyone to expand the viewership of their videos. YouTube also said last week it obtained rights to post full-length movies produced by a large film studio, Metro-Goldwyn-Mayer. What this means is that YouTube has given up on the idea that user-generated content can be a successful standalone business. It's about time.
Despite all the new found political influence and the kudos for enabling individuals to become their own broadcast networks, YouTube--and rivals--have failed to prove that there's significant revenue in showcasing home movies. A YouTube representative declined to comment.
What's happening now is YouTube is moving out of the T-shirt and sandals phase of the company's evolution and adopting a more buttoned-down approach. Sure, Google should have rolled out a AdWords approach at YouTube a long time ago but the company deserves credit for finally pushing the site to pay its way.
CONTINUE: news.cnet.com/8301-1023_3-10098205-93.html?tag=newsLeadStoriesArea.0
Posted by Greg Sandova - November 17, 2008 6:24 AM PST
To some YouTube fans, the Web's iconic video-sharing site
may appear to be losing its soul.
Two years ago, YouTube executives disdained anything but the most unobtrusive forms of advertising (no prerolls for them), and even promised to pioneer new ad formats. At the same time, YouTube refused to license rights to TV shows and feature films. Instead, the company bet big on the creative force of the masses to draw huge audiences and eventually advertising dollars. But things didn't turn out that way.
In the past week YouTube has announced it will auction off search terms as part of an ad program, called Sponsored Videos, designed to enable anyone to expand the viewership of their videos. YouTube also said last week it obtained rights to post full-length movies produced by a large film studio, Metro-Goldwyn-Mayer. What this means is that YouTube has given up on the idea that user-generated content can be a successful standalone business. It's about time.
Despite all the new found political influence and the kudos for enabling individuals to become their own broadcast networks, YouTube--and rivals--have failed to prove that there's significant revenue in showcasing home movies. A YouTube representative declined to comment.
What's happening now is YouTube is moving out of the T-shirt and sandals phase of the company's evolution and adopting a more buttoned-down approach. Sure, Google should have rolled out a AdWords approach at YouTube a long time ago but the company deserves credit for finally pushing the site to pay its way.
CONTINUE: news.cnet.com/8301-1023_3-10098205-93.html?tag=newsLeadStoriesArea.0