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Earlier Google had explored a similar trial of Google's video advertising
system with Viacom's MTV Networks, which provided music videos to
run on a select number of web sites running Google ads.
As part of the test, advertisements would be billed on a cost per
thousand impressions (CPM) model, the traditional billing method
for mass market advertising as opposed to the pay-per-click billing
model Google popularized with text ads.
Google has been pushing ahead in recent months to expand beyond
its hugely successful text-advertising system into new advertising
formats including video, radio and mobile phones.
The Google advertising system splits the resulting revenue three
ways to the video content owner, the web site publisher and Google.
However, the exact revenue splits were not disclosed by Google.
"It's the same model that was used for the CD and DVD, universal
compatibility, and we think it's the principal thing holding back
the growth of digital today," he told Reuters.
EMI Music head of digital Barney Wragg talking to Reuters said that
digital was revolutionizing the way they work.
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