YouTube Unveils New Advertising Model

SAN MATEO, August 22: 
The popular online video site
YouTube is offering up new options for its advertisers—Participatory
Video Ads (PVA) and Brand Channels—with deals already in place with The
Weinstein Company and FOX, among others.

YouTube's current advertising offerings include banner ads,
promotions and sponsorships.

YouTube's first Brand Channel partner is Warner Bros.
Records to promote Paris Hilton’s debut album, Paris, released globally today. The Paris Hilton Channel
is sponsored by FOX’s Prison Break,
the second season of which premiered yesterday (August 21). The Paris Hilton
Channel features a Participatory Video Ad with the singer. FOX also did a PVA
to promote the new season of Prison Break.

The Weinstein Company, in a campaign created by Deep Focus,
was behind the first-ever PVA promotion on YouTube, for the current feature
film Pulse.

"Our vision is to build a new advertising platform that
both the community and advertisers will embrace,” said Chad Hurley, the CEO and
co-founder of YouTube. “Our announcement today is just the beginning of the
many new ad concepts we will be rolling out over the coming year. This new
medium requires finding a balance between traditional online advertising and
new creative approaches that engage consumers in an active way. Advertisers now
have a highly targeted opportunity for aligning their brands alongside the
entertainment experience people are enjoying on YouTube."

"Consumers are increasingly programming their own
entertainment and content experiences," added Hurley. "We believe it
is important to embrace this change and have developed new advertising
strategies that will help marketers more effectively connect with
consumers."