Yahoo! in music-video ads

Yahoo! is to open up its broadband music-video service to third-party advertisers for the first time in the new year, becoming the first UK provider to do so.

The internet giant already sells ads on its US music service; more than 200 advertisers have signed up to the offering, including Adidas, Procter & Gamble and Kraft Foods, since its launch 18 months ago.

Yahoo!'s music player allows users to access chart hits as well as browse its music archive for free.

The company is to start meeting UK media agencies and advertisers next week, when it will promote the use of the service as a platform for 30-second ads.

Yahoo! UK commercial director Blake Chandlee said the service's success in the US demonstrated there is a viable market for the video ads, fuelled by the massive growth of the broadband market.

Broadband accounted for more than 57% of all UK internet connections this summer, according to the Office for National Statistics.

The ads, which will run every three songs, will be supported by a consistent branded presence underneath the videos, with each four-minute track being sold as a separate package to advertisers.

Chandlee added that the medium would be easy for brand owners to use because it allows them to transfer existing TV advertising without the need for adaption.

Yahoo! claims its music service delivered more than 100m music videos to customers in the first 10 months of the year.


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