Mergers, Acquisitions and Takeovers Case Study

Google’s Bid for YouTube: The Next Step for Internet Revolution?

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Abstract:

In late 2006, Google, a leading online search company, decided to acquire YouTube, a video-sharing website portal, for $1.65 billion and establish itself as a leading player in the online video market. The acquisition aimed to combine Google’s technical know-how with one of the fastest growing online video communities and create new models for advertising in the Internet. With online advertising market forecasted to grow to $26.4 billion by 2010 from $17.4 billion by the first half of 2006, the deal marked a strategic move by the companies to create targeted marketing vehicles for advertisers.

The case offers scope to discuss the emerging avenues in the Internet in the backdrop of the deal and the probable pay-offs.

Pedagogical Objectives:

• To discuss about the online advertising
• To analyse the deal with its implication
• To debate on the acquisition and the probable pay-offs.

Keywords : Mergers,Acquisitions,Alliances Case Study;Google; YouTube; Acquisition; Social networking website; On-line video; Adwords; Adsense; Participatory video advertisements (PVA); Brand channels; On-line advertising; Millennial generation; Copyrighted content; MySpace; Cost-per-click (CPC)

Contents : 
Brief profile of the company
Google-YouTube deal
Search Query Handling Procedure of Google
Internet Search Engine Market Share in the US
Top US Online Video Sites
Video Sharing Sites: The Top 10 Rankings