That isn\u2019t all Google\u2019s looking to do \u2013 there\u2019s a bit more to this purchase.<\/p>\n\n\n\n\n\n\n\n
For one, it signifies that Google is well aware of the current issue with YouTube video ads. I\u2019m not going to mince words here \u2013 they\u2019re kind of stuck in a rut. YouTube advertising is broken, and the mDialog acquisition is one more step by Google in the long process that\u2019ll be required to fix it.<\/p>\n\n\n\n
One problem is that most users don\u2019t actually bother to watch the pre-roll ads<\/a>. Even when they\u2019re properly targeted, they tend to be intrusive and irritating, serving as a wall between user and content. Most YouTube ads are just TV commercials adapted for the platform. This doesn’t help. In fact, it’s incredibly rare. You hardly ever see a video ad made specifically for YouTube.<\/p>\n\n\n\n There’s a YouTube app on almost every mobile operating system. However, there are no mobile YouTube ads. The videos you see on your phone are almost the same as on your computer. They are just smaller. Again, this is not ideal. This is especially true because mobile technology is so popular.<\/p>\n\n\n\n Of course, both of the above factors may well be related to the fact that YouTube advertising is itself more about the user than the medium. It sort of has to be, given that YouTube\u2019s nature has driven the CPM of video advertising down into the dirt<\/a>. Ad revenue on YouTube is nowhere near as high as it should be, and many YouTube partners aren\u2019t receiving enough money to support anything resembling \u2018premium\u2019 programming<\/a>. Something in YouTube\u2019s system of advertising simply doesn\u2019t seem to be working.<\/p>\n\n\n\nOn top of that<\/h2>\n\n\n\n