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Much Better Video Play from Google August 7, 2006

Posted by David Card in Media.

Now, that’s more like it. Syndicating video content along with the ads plays to Google’s strengths. Much more than selling direct to consumers from a destination site with a crummy user experience.

    Google beginning this month will deliver video clips from programs including “SpongeBob SquarePants” and “Laguna Beach” to select Web sites and blogs that belong to its advertising network. Google now uses the network — made up of thousands of Web sites — to place paid-search ads on behalf of a vast array of advertisers.

    Google will in effect be syndicating Viacom’s programming to the broader Web, allowing the content to reach a much bigger audience than Viacom’s own Web sites draw. The clips will be embedded with video advertising and the resulting ad revenue will be shared among Viacom, Google and Web sites that run the clips.

On the Google Initiative Scoreboard, I’d give this one:

– Search Affinity: relatively low
– Habitual Usage: relatively low
– Platform Potential: medium. But I could be missing something. If there are mashup possibilities that include ads, that’d be cool. But I doubt Viacom would be keen on that…yet
– Marketplace Leverage: very high
– Net Focus: Pretty high. Because it’s the first respectable Google brand-advertising play

We’ll be watching this one.

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