Uncommon Wisdom

Feb 22 2008   2:30PM GMT

Google video ad trials – the clueless approach

Tom Nolle Tom Nolle Profile: Tom Nolle

Google has launched a trial of its controversial banner-add-on-video strategy, and we believe the step shows the extent to which the online content ad process is detuned from market reality. The approach has continually been shown to be offensive to viewers of video, far more so than the ever-offensive banner ads on web pages. In addition, it shows that Google has no real notion of how to address online content sponsorship other than to try to replicate the banner-and-click approach, and that is not attuned to the current broadcast TV advertising paradigm. Google also plans to put video ads on search result pages, a step that is likely to further clutter the search results and create more user angst.

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