Website marketing has taken another step forward with the launch by Google of a new way of displaying ad-supported video from YouTube on websites.

AdSense video units can display videos from several YouTube content partners and because they are ad-supported they generate revenue for both parties, the search engine asserts.

Google suggests that AdSense is a great online marketing tool that will help website publishers engage audiences, keeping them on a site for longer, with an emphasis on retention.

"Nowadays, website publishers realise that getting people to visit your website is only half of the equation," explains product marketing manager Christine Lee in a Google blog post.

"We see this as the first step in content distribution on AdSense and a great opportunity to foster the content ecosystem on the web," she adds.

She goes on to describe how AdSense publishers can enhance their sites with videos while YouTube content partners can benefit from the new distribution channel and advertisers can target a wider audience.

Meanwhile, an Inside AdSense blog post by product marketer Ryan Hayward explains that the new tool, which is currently only available in the US, may be integrated into a website by choosing a colour scheme for more seamless visual blending.

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ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.