YouTube tool 'will help advertisers'

01/10/2008

A new YouTube analytical tool could help advertisers to test the effectiveness of their campaigns, it has been claimed.

Google has announced that it is adding a feature entitled Hot Spots to YouTube Insight, the existing set of functions which helped users analyse why videos were popular.

Hot Spots is intended to allow users to go a stage further by allowing them to see which sections of their clips are popular and which have people turning off.

It produces a graph that shows at which points in the video viewers click away from the film and which parts have people using the rewind function to watch again.

Google claims the tool will help marketers to edit promotional videos in order to create "better content".

"Advertisers and agencies can study the effectiveness of their creative, to make sure they keep viewers' attention throughout an ad," the search engine giant said in a blog post.

A recent eMarketer report predicted that spending on online video ads will grow by 48.5 per cent during 2009.