I’ve said it a gajillion times, and I’m going to say it again…there are a thousand eggheads out there in Santa Clara, and this is the best they can come up with?
In case you haven’t heard, Google is going to offer a Pay-Per-Click video ad product. They’re going to run it through AdSense and we can’t opt out — we’re going to get video ads whether we like them or not.
I think video ads are a dumb idea. Mook-Jon thinks they’re only going to annoy people, like the banner ads that make noise. I think he’s right.
In fact, I agree completely with Michael Arrington at TechCrunch. Here’s what he says:
1. Google’s not putting these ads on its own sites. As Michael says, Google needs to eat its own dogfood. If we have to, they have to.
2. You can’t tie a video click to something else that measures ROI. I think this is very significant. Clicking on a video won’t take you to another web site where you can take some sort of action that can be measured. It’s just video.
3. Normal TV ads are plentiful and cheap. Why make an ad for Google when you can advertise on your local (or national) TV system for $25? Michael cites Spotrunner, a company that produces and distributes TV commercials for small business, and there are tons more of them out there.
4. People don’t want to click on video ads. The great pieces of video are usually spread virally and don’t need Google or anyone else to get them trafficed.
5. It’s a lot harder and more expensive to produce a video ad, and Michael thinks this will result in fewer advertisers producing vide ads. Again, I think he’s right.
6. There’s going to be a low PPC and low clickthrough. Video ads are a pain to make, and there’s going to be a low clickthrough rate, which means we’ll make less money on the ads.
Michael thinks that video ads will end up on the Google ashheap like click-to-call and their print experiment.
The least they can do is let us opt out like they did.