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YouTube experiments with new ad format

March 24, 2009 — 10:00am ET | By Pete Wylie

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YouTube revenue experiments continue. as it rolled out a new ad format called "cross talk" that gives an advertiser full exposure on the site's home page. The cross talk format, first implemented in a Lionsgate campaign for "The Haunting in Connecticut" last week, uses both the masthead ad and the standard right-hand box ad on the YouTube home page for a single ad message.

Ad Age says industry insiders estimated Google charged Lionsgate $500,000 for the cross talk ad, which also came with coupled display and search ads on Google. Google's media and entertainment director Adam Stewart said it is monitoring the new ad format to see if user interaction rates and click through performance. YouTube's home page draws 30 million daily visitors, so it is a prime piece of real estate to optimize.

For more:
- see the Ad Age article here