YouTube launches promoted videos in the UK

YouTube has launched its promoted videos programme in the UK in a bid to replicate its US success.

Google’s promoted videos combine both YouTube and AdWords, and allows advertisers to place video ads alongside relevant content across the Google Content Network.

The pricing is performance-related and advertisers also receive free clickable overlay ads, which drives traffic to a branded website.  YouTube displays the advertisers’ videos next to relevant search results.

Google currently offers video advertising through AdSense, however, YouTube is expected to appeal more to advertisers as it has a wider reach.

According to a recent survey, YouTube has become the fourth most popular online destination after Google, Yahoo! and Facebook.

In July, the video-sharing site also announced plans to trial new technology that will potentially allow content partners to serve their own ads into video clips on the site.