YouTube is looking for private advertising partners: Those frequently-clicked private video clips which reach a broad audience can make money in the future with advertisements. YouTube has started placing ads on successful viral video clips which are mostly uploaded by amateurs and private people who made the site famous and who haven’t used advertising – until now. Very popular clips like “Battle at Kruger” with accumulated 47 million views or the cute clip “Otters holding hands” with more than 13 million views, now have advertising featured at the bottom of the clip. The placed ads are mostly related to the target group of the viewers and are mostly match with the clips’ content e.g. the ad for a pet shop which was placed in the otter clip.

YouTube is true to its motto “Don’t call us – we’ll call you” when it comes to choosing which clips can earn money with advertising. Only those users who receive an email with an offer from YouTube can actually earn money with ads. The qualification criteria which YouTube applies are still unknown but it must be a combination of click rates, the virality and the content suitability of the clip. This advertising program is not only applicable to new clips but also to “oldies”, which are still generating lots of traffic,  

Tom Pickett, YouTube Director Sales and Operations, said that they hope to increase the number of YouTube partners from thousands to tens of thousands. Furthermore he mentioned that “This opens the door for more people to participate in this program”.

PROS:

Viral spread

Broad audience

Better targeting

Offering ads which match to the clip

Ads will be shown in a mostly positive environment 

CONS:

Viewers may feel disturbed by ads