To make it easier and cheaper for small businesses to create video ads, YouTube has acquired mobile video startup Directr.
Will Corry’s insight:
Getting more small- and medium-sized advertisers to buy ads will also help YouTube fill more of its endless inventory, especially the kind that bigger brands don’t want. Bigger brand advertisers typically avoid YouTube’s user-generated videos for fear of their ads showing up next to something unfavorable.
But smaller advertisers may not be so picky if those videos can be had for lower prices.