Ernst-Jan Pfauth is the former Editor in Chief of Internet at NRC Handelsblad, as well as an acclaimed technology author and columnist. He a Ernst-Jan Pfauth is the former Editor in Chief of Internet at NRC Handelsblad, as well as an acclaimed technology author and columnist. He also served as The Next Web’s blog’s first blogger and Editor in Chief, back in 2008. At De Correspondent, Ernst-Jan serves as publisher, fostering the expansion of the platform.
A few weeks ago I wrote a sarcastic article about Google’s efforts to gain popularity in Russia. Native search engines like Yandex and Rambler dominate this market, and Google obviously has been feeling threatened by that. So in the first week of June, the search giant started a billboard campaign in Moscow. This move looked like it was made out of desperation. Today Google made a more serious effort by acquiring Russian contextual advertising service Begun for 140 million dollars from Rambler.
Probably to conquer some market share – as it grants them access to 40,000 advertisers and 143,000 partner sites – but could there be a second – more important – reason? Maybe this acquisition has something to do with Project Spaghetti – Google’s plan to generate more advertising revenue from YouTube.
Begun introduced contextual video advertising just last month
As I reported on June 30th, Begun integrated contextual advertising for video content on Rambler’s video sharing community, Rambler Vision. From that day on, 1.3 million visitors per month (and counting) would see the ads. Advertisments are based on the tags and are sold on a CPC bases.
This ad-introducing experience might come in handy when Google integrates video advertisement on YouTube.
YouTube only generates $200 million a year
Because YouTube badly needs a advertising strategy. Last week, the Wall Street Journal got two anonymous sources talking about YouTube’s failing advertisement strategy. The video giant generates 10 billion video views a day, but ‘only’ manages to make $200 million a year from advertising. Thus the Google-owned company might introduce pre and post-roll ads, said the sources to WSJ.
Welcome to the Valley, now let’s make money
You see the connection? Not only will Google gain more popularity in Russia, it has also acquired a company that knows how to make money from ads. Google will gladly welcome these fellas in Silicon Valley to turn YouTube in a profitable business.
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