YouTube begins redesign to attract advertisers

18 April 2009

YouTube has begun the first phase of a redesign that will highlight its gradually expanding library of premium shows and movies. YouTube has announced that it will expand its library of full-length movies and TV shows, in addition to launching a new advertising service and adding about a dozen new content partners.

The company hopes to add to its movie and show content over time but some titles offered for free include "Beverly Hillbillies" and "Married With Children," and hundreds of movies, including "Casino Royale" and "Cliffhanger."

Navigational changes include the introduction of two new tabs -- "shows" and "subscriptions" -- to YouTube's masthead. Meanwhile the site has dropped a "Community" tab, which included contests, events, and groups. 

The changes are motivated largely by the need to enhance YouTube's appeal to advertisers, and to increase the available quantity of its preferred video format: in-stream ads. Advertisers can bid on this inventory through the Google TV Ads program, which has been expanded to offer both broadcast and online ads. 

Initially YouTube was to roll out the new site design the first week of April, but the date was pushed back for unknown reasons. 

While agencies are by and large excited about the new design, content freshness remains an issue. Movies and TV shows available now include mostly older fare from CBS, MGM, Sony, and other partners. Current films and series are markedly absent.