Google Intensifies Push Into Video Syndication

NEW YORK Google has taken another step in converting its far-flung text advertising network into a video distribution channel.

The Internet search giant said it would distribute videos from Sony BMG Music Entertainment and Warner Music Group through its network of thousands of publishers that run AdSense text and banner ads. The music clips will be interspersed with video ads. (Google in October had agreed to distribute videos from Sony BMG and Warner Music on Google Video and through AdSense.)

The latest deal—four-week test available to a limited set of AdSense publishers—marks the second major move Google has made to break into the burgeoning online video syndication market. In August, it inked a deal with Viacom to distribute ad-supported clips from MTV, Comedy Central and Nickelodeon.

The push positions Google as a rival to other syndication outfits, such as Brightcove—a Cambridge, Mass.-based company that last week closed a $60 million financing round—and ROO Networks.

Sony and Warner will now program “channels,” such as Rock Videos and Divas of Rock, for AdSense publishers to make available on their Web sites.

Advertisers pay an undisclosed cost-per-thousand impressions fee, which Google splits with the content owner and the AdSense publisher. Google would not reveal the revenue-sharing details.