YouTube sponsorship moves into Google’s hands

Posted on February 25, 2015


Advertisers using video-sharing site YouTube will now have to work with Google’s sale team to add title cards to popular content.

This comes after the visual media platform, which is owned by Google, altered some of the information on its FAQ pages. The change, which was first spotted by Digiday, stated that title cards featuring graphics – such as branded images and logos – will only be accepted if a “full Google media buyout” of the sponsoring content has taken place.

It means that internet marketing specialists must now go directly through the search firm to add prominent branding to popular videos, whereas before they could liaise directly with vloggers.

While it has been stated that the move appears to be part of a wider plan to downplay the concept that the site’s users are being bombarded by the advertising they encounter, it has also been viewed as a way for Google to take a share of the revenues from Youtubers and content suppliers.

It is generally understood that vloggers receive around 55% of the advertising income from promotional content on their videos, with YouTube taking the rest.

However, such a move may in fact work in the favour of website marketing agencies, especially due to a new Google content package being offered. Reportedly, a new six-second title page that can be used to sponsor videos will be rolled out, which will allow firms to still be able to get their branding in front of millions on some of the more popular video blogs.

When he’s not editing web copy and news articles at work, Web Content Editor Tom sates his love for the written word by losing himself in a good book.
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