How to Turn Your Online Video Audience into Real Revenue
Written by: Mike Gaffney
With the explosive growth of online video consumption in 2009 and projected growth in 2010, content owners, advertisers, and video web sites need more than basic ad serving from their video platforms. While most web sites can run 30-second pre-rolls, they will need to do a lot more to capture a larger share of advertisers’ video spend—they’ll have to manage content-related business rules, enable multi-party sales, create new ad products, and provide metrics in real time. Following are capabilities you should look for in a video ad platform:
- Scalable, feed-based content management. Display ad servers use ad tags to target and send advertising to videos and sections (sites/zones, and keys/values) of a publisher’s network. However, manually applying asset tags adds unnecessary labor to the video management process, making it more difficult to incorporate changes, run campaigns, and account for revenues. As your media library grows, your teams will be dealing with thousands of keys and values for video assets that simply become unmanageable.
Your video ad server should be able to receive a feed directly from your content management system. A feed-based video ad server will allow you to quickly categorize and target your ads and allow you to group assets on the fly without requiring new keys and values, no matter where your video is playing.
- Multiple ad partner support. Because premium video can run on your own site or a distributor’s site, such as Fancast, MySpace or Dailymotion, your ad server must account for multiple partnerships, business requirements, revenue shares, and pricing models when making an ad decision. Having an ad serving solution that can manage and select from these rules and requirements for multiple parties will result in higher CPMs, sell-through, and overall revenue.
- Content rights management. Every premium video asset has different rights regarding distribution and sales. A video ad serving platform needs to manage these rights for you on an automated basis across all of the video’s distribution platforms. Enabling your video to be widely syndicated while maintaining all of the sales and viewing rights will allow you to maximize the value of your video assets.
- Consumer experience management. Everyone agrees that you cannot show an online viewer the same number of commercials that they’re exposed to during a similar viewing on television. So what’s the appropriate online ad load? This question has different answers depending on, for example, the genre of content, how the viewer found the clip, whether it is long-form or short-form, and the total number of videos they’ve consumed. It is imperative that your technology platform gives you the ability to experiment and measure the best ad experience for your users.
Click here to find out more information about Auditude’s advertising platform and how their plug-in to thePlatform Player Development Kit (PDK) works.
Mike Gaffney is the Chief Revenue Officer at Auditude.
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