AdWords meets YouTube
The AdWords advertising model is coming to YouTube, it has emerged.
Google, owner of the video-sharing site, is trialling a new pay-per-click (PPC) system called Promoted Videos, reports marketingmagazine.co.uk. Advertisers will be able to buy keywords in an online auction, just like AdWords, and consumers who search for these terms will be presented with sponsored content as well as standard results.
One of the first companies to join the pilot is Domino's Pizza, which will produce videos that appear when YouTube users enter relevant terms such as 'pizza'.
George Nimeh, managing director of digital marketing agency Irish Digital, has hailed the launch of Promoted Videos. "YouTube is second only to Google in search volume," he said. "This move will make it easier for advertisers to generate revenue from their content and gain control over how they use YouTube."