Google's Market Value Surpasses Media Giants

Google's stock price on Monday passed $600 for the first time, giving the company a market cap greater than the three biggest traditional media companies -- Time Warner, Disney and News Corp. -- combined.

Google Set to Test Limits of Society

Television, newspaper and book execs feel that Google is growing by using their content without paying for it, observes The Economist. The Internet giant is now turning into a custodian of a wide range of intimate data on its users. Google is set to "test the limits of what society can tolerate."

You can read the complete story on The Economist website

YouTube Introduces Video Advertising

NEW YORK, August 22: YouTube today introduced video advertising on the site, opting for “overlays” as opposed to pre-rolls where ads are featured at the beginning of a clip.

The overlay ad appears at the bottom of a clip 15 seconds after the video begins and disappears within 10 seconds if the user doesn’t click on it. The user can also opt to close the ad. If the user clicks on the campaign, the video clip they were watching automatically pauses and the full ad appears.

“What we have come up with is a user-controlled ad format that is engaging,” said Eileen Naughton, Google’s director for media platforms, in the New York Times. “We want our users to be able to accept and choose what type of advertising they engage in.”

Shiva Rajaraman, the product manager for YouTube, told the AP that based on internal research, more than 70 percent of people give up when they see a pre-roll. By contrast, less than 10 percent decide to close an overlay.

Initial video advertisers on YouTube include 20th Century Fox and New Line Cinema; about 50 companies have signed up for the new service, Reuters indicates. The clips that advertising will be featured in have all been legally licensed to the Google-owned site; no ads will appear in user-generated content. Revenues from video advertising on YouTube will be shared with the content owners. Advertisers will be charged $20 for every 1,000 times the ad is displayed.

Google Courts Broadcasters with YouTube Ads

According to VNU Net, Google has teamed up with broadcasters to create a new advert format for its YouTube video-sharing website. Patrick Walker, European head of video partnerships at Google announced on Friday at MIPTV that broadcasters and other content producers are working with Google on 30-second "pre-roll" ads to appear before content is viewed on YouTube.

The ads will start appearing next year, and revenue will be shared between YouTube and the broadcaster.

Google's revenue from YouTube is likely to get yet another boost following the company's $3.1bn acquisition last week of digital marketing company DoubleClick.

Google will use DoubleClick's technology to encourage YouTube users to click from one video to another.