So let’s get this straight: Google AdSense ad units, contained in and contextual to content sites, will now contain Google-syndicated content contextual to the content sites, that contains ads contextual to the Google-syndicated content.
Talk about picture-in-picture-in-picture.
In September, Seth MacFarlane, creator of “Family Guy” on TV, will unveil a carefully guarded new project called “Seth MacFarlane’s Cavalcade of Cartoon Comedy.” Unlike “Family Guy,” which is broadcast on Fox, this animation series will appear exclusively on the Internet.
The innovative part involves the distribution plan. Google will syndicate the program using its AdSense advertising system to thousands of Web sites that are predetermined to be gathering spots for Mr. MacFarlane’s target audience, typically young men. Instead of placing a static ad on a Web page, Google will place a “Cavalcade” video clip.
Advertising will be incorporated into the clips in varying ways. In some cases, there will be “preroll” ads, which ask viewers to sit through a TV-style commercial before getting to the video. Some advertisers might opt for a banner to be put at the bottom of the video clip or a easy “brought to you by” note at the beginning.
As an AdSense publisher myself, I don’t mind Google putting contextual content in my content to attract good clickthroughs. If anything, this Seth MacFarlane deal is a natural extension of AdSense widgets.
If this experiment succeeds, anticipate AdSense units across the Web to get a lot more interesting. When advertisers learn to have faith in the new system, perhaps Google can let YouTube partners in on the action.
If you consider it, YouTube partners would be a natural fit for this program once it gains some traction with advertisers. YouTube partners already split revenue with Google anyway. They already get their videos put inside AdSense units. AdSense can easily contextualize (through tags) and geotarget (through Insight) YouTube partner videos. It’s a no-brainer.
This Hollywood detour could go a long way in helping Google clear advertiser fears surrounding on the web video. Let’s just hope Google doesn’t get too Hollywood and forget the little guys in the Long Tail who’ve supported them for so long.
(Photo by Eric Appel. BY-NC-ND.)
Tags: AdSense, advertising, Google, Seth MacFarlane, YouTube
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