New MySpace ad model lets members use copyrighted video
- Added:
- Nov 06, 2008
MySpace has introduced a new ad model that will run ads on copyrighted material uploaded by its users, instead of removing them.
The new ad model means that certain clips will be allowed to remain on the social network with advertising attached. The creators of the original content will then get a cut of the ad revenue generated from the clip.
MySpace and online video ad technology company Auditude have already signed up one TV production company, Viacom Inc.-owned MTV Networks.
The deal will let ads be placed in clips of the network's shows that users upload to MySpace. These include Comedy Central's "The Colbert Report" and MTV's reality show "The Hills."
Technology from Auditude will detect and identify the clip, and overlay an ad on it. Revenue generated from the ads will be shared by MySpace, Auditude and the content copyright holders.
The system will tag videos with an ‘attribution overlay’, a semitransparent bar across the bottom of a video that give viewers information like the episode's original air date and a link to buy the episode.
One of these will appear for about 10 to 15 seconds near the start of a video, and be followed by an ad.
The overlays and ads are expected to start showing up in the coming weeks, and MySpace and Auditude said that new ad formats and ad partners will soon follow.
MySpace said it will still remove clips at the request of the videos' copyright owners.
