Google is bringing YouTube more tightly into its search business by giving advertisers more ways to target users based on their queries and viewing habits on the site.
It's the latest effort by Google to turn the company's massive video engine into a bigger money maker and diversify from search. While parent company Alphabet doesn't report on YouTube's revenue, analysts at Nomura Instinet estimated in July that the site generated $12.8 billion in sales in 2017, and the firm expects that number to reach $22 billion by 2020. By way of comparison, Google's total ad revenue in 2017 was $95.4 billion.
The company said Monday during Advertising Week in New York that it's adding new sponsorship opportunities through "ad extensions for video." Now, people searching for reviews on a movie may see a banner for showtimes in their area, or someone looking at a game review might see a link to download the game. Travel-related videos could include information to help users book a trip.
The sponsored links on mobile phones show up underneath the videos.