YouTube Lets Advertisers Target "About-to-Go-Viral" Videos

Google's (NASD: GOOG) YouTube has introduced a new advertising product called "buzz targeting," which allows advertisers to target videos that are expected to "go viral." The company created an algorithm that "determines which YouTube partner videos are quickly becoming popular on the site and about to go viral. The algorithm looks at several factors, such as acceleration of views, favorites, and ratings activity, and then allows advertisers to target their ads specifically to these videos on YouTube."Lionsgate was the first advertising partner to test the service, using buzz targeting to promote the release of its movie "The Forbidden Kingdom" against more than 500 popular videos, including content from major music labels. "Every advertiser hopes that their campaign will to be the next big viral hit online, and they come to YouTube to reach the millions of video viewers who are on the site everyday," said YouTube product manager Shiva Rajaraman. "Buzz targeting lets them do both at the same time. They associate their brand with the hottest content of the day, while reaching the most engaged users in our community."
http://www.dmwmedia.com/news/2008/05/14/youtube-lets-advertisers-target-"about-go-viral"-videos