YouTube Reklamları

Google, Reklamlar ile YouTube’dan kar sağlamayı hedefliyor.
Google YouTube’u bünyesine kattıktan sonra, kullanıcılarını ve ziyaretçilerini kaçırmaktan korktuğu için, sitede ve videolarda reklamlara yer vermekten kaçındı.
Bu strateji ile YouTube’un internetin en büyük video sitesi olma pozisyonu korundu, fakat sitenin 1.65 milyar dolarlık fiyat etiketi Google’a para olarak geri dönmedi.
Google şimdi, müşterileri rahatsız etmeyecek şekilde, online video reklamları için YouTube’un potansiyelini kullanmanın formülünü bulduğuna inanıyor.
Google, aylardır denenmekte olan onlarca video reklamı modelinden sonra, şu anda yeni bir video reklamı tarzını kullanıma sunmaya hazır. Bu video reklamları sade ve kullanıcıların gördükleri şeylerin kontrolü altında olmalarını sağlayabilecek türden.
Overlay olarak da adlandırılan bu reklamlar, bir kullanıcı video’yu izlemeye başladıktan 15 saniye sonra görünüyor ve ekranın altından çıkıyor, fakat televizyonda haber sırasında alttan geçen yazılar gibi değil.
10 saniye içinde kaybolacak olan bu reklam, kullanıcı tarafından kapatılabilir veya engellenebilir. Eğer kullanıcı reklamın üzerine tıklarsa da, izlemekte oldukları video duruyor ve bir reklam videosu başlıyor. Bu reklam bitince veya kullanıcı tarafından kapatılınca da, izlemekte olunan video kaldığı yerden devam ediyor.
“Şu ana kadar yaptığımız çalışmalarda, kullanıcının kontrolünde olan video reklamlarının daha cazip olduğu kanısına vardık.” diyor Google’ın medyadan sorumlu yöneticisi, Eileen Naughton. “Biz kullanıcılarımızın reklamı izleyip izlemeyeceklerine, kendilerinin karar vermesini istiyoruz.”

Şimdilik Google bu reklamları, YouTube’e videolarını lisanslatmış olan büyük, küçük 1000’den fazla medya şirketinin yani kendi içerik ortaklarının videolarına yerleştirmeyi planlıyor. Telif hakkına sahip videolar üzerinden reklam yayınlayarak daha güvenli bir reklam seçeneği sunuyorlar. Böylece reklamların, reklamla hiç alakası olmayan kliplerde görünmesi engellenmiş oluyor.
Reklamlardan elde edilen gelirler, medya ortakları ve YouTube’e paylaştırılacak. Naughton’un açıklamasına göre, Google reklam verenlerin her 1000 gösterim için 20 dolar ödemelerini planladıklarını söyledi. Bu reklamlar kısa bir süre sonra sitede karşımıza çıkacak. Ayrıca reklam verenler, reklamlarını istedikleri saatlerde, istedikleri ülkelerde veya demografik özelliklere göre yayınlama seçeneklerine sahip olacak.
Analistlere göre, eğer başarı sağlanırsa, medya şirketleri, buradan da para kazanabilecekleri için, YouTube’a daha çok ilgi duyacaklar.
“YouTube şu anda, Google için hiçbir gelir sağlamayan bir site.” diyor ThinkEquity Partners analisti Darren Aftahi. “Eğer uygun reklamları uygun içerikle eşleştirebilirlerse, Google müthiş bir avantaj sağlayabilir.”
Haziran ayında 51 milyon kullanıcısı olduğu tespit edilen YouTube, en yakın üç rakibi olan Myspace, AOL ve Yahoo’nun toplam kullanıcılarından daha büyük bir kitleye hitap ediyor. Reklam uzmanlarına göre, online video reklamlarının yeni tarzı eğer başarılı olursa, bu format başlı başına bir endüstri haline gelebilir. Araştırma firması eMarketer, video reklamları pazarının, geçen yıldan bu yana neredeyse iki kat artarak 775 milyon dolara yükseldiğini ve 2011 yılına kadar da 4.3 milyar dolara yükseleceği belirlemiş.
Google bu formatın popülerliğini arttırmış olsa da, formatı asıl bulanlar onlar değil. VideoEgg gibi daha ufak online video şirketleri, bu formatı yaklaşık bir yıldır kullanıyorlar.
VideoEgg’in pazarlama yöneticisi Troy Young, kullanıcılar videolarını izlemeden, onları reklam izlemeye zorlama stratejisinden kurtulmayı amaçladıklarını söylüyor. Bu reklamlar “preroll” olarak biliniyor ve şu ana kadar video reklam sektöründe en çok kullanılan reklam tarzı olarak belirlenmiş.
“İnternette çok fazla kısa içerik var ve preroll bu kısa içerik ile uyum sağlamıyor” diyor Young. Preroll ve klibin ortasında ortaya çıkan midroll reklamlar, televizyon programları, filmler ve uzun videolar için daha uygun. Fakat bu yeni format, kısa klipler için de çok kullanışlı. Kullanıcılar, bannerlardan 5 kat daha fazla bu reklamlara tıklıyorlar.
Testlerde, YouTube kullanıcıları bu reklamlara bannerlara tıkladıklarından 5-10 kat daha fazla sıklıkla tıkladıklarını görmüşler. Yahoo da şu anda bu reklam tarzını test etmekle ve geliştirmekle uğraşıyor.
Yahoo’nun video’dan sorumlu yöneticisi Rebecca Paoletti, “Mevcut preroll endüstrisi daha fazla gelişme göstermeden, tüm portallarla aynı standart ve ölçülerde olmalıyız” diyor.

Konuyla ilgili daha detaylı bilgiler : http://www.sanalajans.com/video/hangi-reklam

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