< CON TINUED
into direct marketing because of its
higher ROI relative to other forms of
advertising. This makes ‘direct’ a more
reliable engine for sustaining sales,
incomes and jobs at a time when the
mortgage and energy markets are
heightening economic uncertainty.”
Direct marketing advertising
expenditures will see moderate growth
in 2007 and are anticipated to see
strong growth in 2008. DR advertising
expenditures saw an increase of 4. 4
percent to $173.2 billion, outdistancing the $166 billion spent in 2006.
Sales for direct marketing in 2007
are predicted to grow 5. 2 percent, just
slightly lower than the numbers
reported for 2006. Growth for 2008 is
projected to surpass $2.15 trillion, or
6. 6 percent.
Google to Put YouTube Videos on
Ad Network
By Courtney Beth Pugatch ( cpugatch@questex.com)
SAN FRANCISCO — Google is
finally planning to cash in on its
$1 billion investment with
video-sharing Web site
You Tube.com. In mid-October,
the company announced plans
to allow Web sites in its ad network to embed relevant videos
from You Tube content creators.
Under the new plan, Web
sites or blogs about specialized
topics (such as quilting) have
the option of embedding videos
from You Tube. This is the first time
since Google’s purchase of You Tube
that Google has chosen to use You Tube
as an advertising option.
AdSense, Google’s successful online
Offering seemless intergration of
TELEVISION | INTERNET | DIGITAL
advertising network, is the main draw
of the advertising plan. Creators of the
videos chosen from You Tube would
receive a share of the revenue from the
ads, though Google has yet to mention
how large the percentage is.
“We are creating incremental distribution for our content providers,” said
Christian Oestlein, product manager
for AdSense. He also said the system
would allow publishers to make their
Web sites more compelling and give
advertisers a new way to reach customers.
Google won’t disclose the participants in the test-run of this new marketing plan, but none will be large
media companies. The company has
name dropped Expert Village, a producer of how-to videos; Ford Models, a
modeling agency; and Extreme
Element, which creates videos about
extreme sports; as the first companies
to embrace the idea.
FOR THE RECORD
On page 60 of the October issue of
Response, the phone number for Andrew
Lustigman, Esq., co-author of the Legal
Review column, was incorrect. The correct number is 212-683-9180. Response
regrets the error.
— Ed.
