There's no denying that Google's (NASDAQ:GOOG) YouTube is the 800-pound gorilla of video-sharing websites. Now the company wants to see how effectively it can throw that weight around.

YouTube is rolling out PopTub, a series of slickly produced videos that highlight some of the more popular clips uploaded to the site. With attractive hosts, clever writing, and snazzy production values, it's YouTube's way of legitimizing its growing library of amateur videos. (Imagine if Talk Soup and Entertainment Tonight had a baby.)

Why PopTub instead of PopTube? Beats me. Isn't this the same production company that tried something similar with Yahoo! (NASDAQ:YHOO) in its now-defunct daily capsules, The Nine? You bet.

Perhaps the bigger key for YouTube is that it already has PepsiCo (NYSE:PEP) as the series sponsor. Just as its hookup with Family Guy creator Seth MacFarlane is anchored by the prominent promotion of Burger King (NYSE:BKC), creating appealing content with top-shelf sponsors sends a clear message to advertisers. YouTube is ready for its close-up.

This all comes at an important time for YouTube. Google has fallen short in two of the past three quarters heading into tonight's report, testing the patience of its shareholders. YouTube is a juggernaut waiting to be more effectively monetized, and reaching out to huge-brand advertisers is a good way to start.

According to comScore, YouTube served up 44% of stateside video views in July. No other site comes close. News Corp.'s (NYSE:NWS) Fox Interactive, primarily through MySpace, comes in a way distant second with a 4% slice. Microsoft (NASDAQ:MSFT), Yahoo!, and Viacom (NYSE:VIA) follow at inconsequential 2.5%, 2.4%, and 2.2% pieces respectively.

This fast-growing industry looks to YouTube for monetization leadership. Transforming the costly digital delivery of chunky video files into thick profits is the key to providing more pop than tub.  

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Longtime Fool contributor Rick Munarriz is a "clip culture" fashion victim. He does not own shares in any of the companies mentioned in this story. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.