Google partners with agencies to research online video

In a bid to increase creative opportunities for advertisers and ad revenue around online video, especially in the case of reaching YouTube's huge and avid viewer base, Google is investing in a three-pronged attack to educate and work with agencies.

"Video is a relatively small part of the online display space, but consumer interest around it is huge," said Philip Miles, industry leader, agency, Google UK. "We believe now is the right time to really step up our investment in time and energy for the evolution of the online video space."

Google will be undertaking joint research projects with agencies to help the industry better understand how consumer behaviour is changing, with the aim of helping agencies identify opportunities with clients and understand online video.

The company will also be deploying creative time and resources through the Tango Zebra business, part of Google's acquisition of Double Click, to work with agencies and clients building innovative video and display campaigns and formats.

In addition, Google will be working on an incentive programme for agencies to encourage buying across the company's video display network, and so drive online video advertising growth and develop scalable and effective campaigns.

"The key for us was seeing real evolutionary changes in the way video is consumed," said Jonathan Gillespie, head of media solutions, Google UK, whose remit includes heading YouTube and display sales. "The internet is becoming the hub of all entertainment, and online video is experiencing huge growth. YouTube takes about 50% of the share of viewing in the UK, so we want to take this advantage to make YouTube a better space for users."