The world’s most popular video sharing site, YouTube, is experimenting with a new ad-supported format.
Users can now share video from other sites and apps as a result, but YouTube’s content managers are not yet ready to share the new approach with the rest of the world.
“We are not ready to put this on the platform right now,” says Adrienne Dufour, vice president of business development for YouTube.
YouTube is still working on a new approach that will be able to monetise its video on the other side of the globe.
Dufout says she does not want to share details of the experiment yet because the details have not been decided.
YouTube has not yet shared the results of the testing, which is expected to take a year.
The new ad format will be available for download on the YouTube App, YouTube.com, and YouTube Music app in the coming weeks.
“YouTube is experimenting to make sure that people can use the content they want to use, and that’s great for people on the internet,” says Dufin.
“But the way it’s being built is that there’s no monetisation.
It’s just like Facebook or Snapchat or YouTube or any other video platform.
We have to make it work, and it’s going to take some time.”
Advertisers are concerned with the fact that YouTube is introducing a new video format that might be more difficult to monetize than its traditional ad model.
“I think it’s a very important experiment for YouTube,” says James Cagle, the chief content officer at online ad firm Adsense.
“It is certainly an experiment that they’re going to need to make decisions on and make sure it’s good for their users, and I think that’s very important.”
The new format, called “video-by-post”, is currently only available on YouTube’s app, YouTube Music, and will be rolled out to the rest on a roll-out-by user-defined schedule.
But YouTube is also trying to make the process as easy as possible for advertisers.
“This is just the beginning,” says Cagle.
“The other thing that YouTube wants to do is make it easy for people to use this platform.”
YouTube Music has been built with YouTube in mind, and is the only platform that will allow users to upload videos to it.
In addition, YouTube is offering the option to monetising videos through the Music app.
YouTube Music is still a work in progress, so users are not allowed to upload more than 100 video tracks per week.
Users who want to monetised content can create their own ad-free videos and upload them to YouTube.
“In the future we want to do it more and more, but this is just a start,” says Bekka Biala, YouTube’s head of product and user experience.
“If we see the success of this, we will do it again and we will go further.”
The next phase of the YouTube experiment, which Dufor is hoping will take two years, will include adding more monetisation options for YouTube’s ad partners.
YouTube will start working with Facebook, Microsoft, and Twitter to test the new ad model, and hopes to have it in place before the end of the year.