Comments on: Local online news video advertising: 6 ways to monetize content

By: wortformer

wortformer — Thu, 03 Sep 2009 10:30:33 +0000

hey ho. this is what media-makers are looking for. a way, how can we make money with online-video? things are in development and today we are trying to find the best way to monetize video-journalism. in us as well as in germany. thanks for this compilation …

By: Fresh From delicious : The ChipCast || by Chip Mahaney

Fresh From delicious : The ChipCast || by Chip Mahaney — Tue, 11 Aug 2009 19:47:23 +0000

[...] Local online news video advertising: 6 ways to monetize content | Online Journalism Blog [...]

By: paulbradshaw

paulbradshaw — Mon, 10 Aug 2009 08:19:35 +0000

“In TV and radio, advertising interrupts content; on the Internet, advertising IS content.” – great line, Gordon, sums it up nicely, and explains neatly why advertising budgets may slowly migrate to media production, given that companies can now cut out the middleman (this was already happening with in-house magazines).

By: Ian

Ian — Sat, 08 Aug 2009 23:21:02 +0000

Hey Gordon,
Your point is well taken. I was referring more to the fact that you can’t reach general conclusions from Vadim’s research, as he only studied one market.
-Ian

By: Gordon Borrell

Gordon Borrell — Fri, 07 Aug 2009 11:59:21 +0000

Interesting conclusions, and directionally correct in my opinion. Regarding Ian’s comment about news and crime video being popular, I think some perspective is in order. On the Internet, vast amounts of generalized traffic often don’t translate to revenue — which is what Vadim is trying to address here. We work with over 1,000 local media companies, and we’re finding that the mass-media business model of BIG TRAFFIC = BIG MONEY doesn’t work on the Internet. Few advertisers are saying, “give me 100,000 pageviews.” Because the Internet is a lean-forward medium (as opposed to TV or newspapers, which is lean-back), people are not as receptive to advertising. Ads must be related to the content for them to see them. So a good rule of thumb is that in newspapers, advertising is adjacent to content; in TV and radio, advertising interrupts content; on the Internet, advertising IS content. That doesn’t fit with crime and general video news. To prove my point, I can look down into any market, across 4,400 local media properties that participate in our annual revenue surveys for their online operations, and see who’s making the most money. There are many, many niche sites with small amounts of traffic that make far more than an entire TV station site. Why? Because their content is exclusively related to advertising niches — like weddings or autos. So my suggestion with video is to think long and hard before porting over the mass-media model of loading up your video offerings with crime and news videos.

By: Jeff Achen

Jeff Achen — Thu, 06 Aug 2009 20:02:55 +0000

You said: “News sites with a significant interest in monetizing video content should move away from hosting content on sites like YouTube…”

There are ways around this. For instance, many video hosting services do not prohibit “baked in” ads that are part of the uploaded video, so there is still a way to generate revenue. Services such as Kicklight enhance YouTube by allowing links attached to videos and these can be monitized, all for free.

I’d also like to suggest another potential video advertising idea: how-to sponsored videos. There could be significant revenue from the creation of video ads that serve the dual function of content and advertising (as long as they are clearly distinguished). At Thisweeklive.com, we’re trying to push this type of video ad that stands along and can be up to 3 min. long. Then, as we get a few under our belts, we can archive them in a “how-to” section. The idea is much akin to Yahoo!’s “how-to” video catagory, except that we incorporate local advertisers in the videos to share their secrets about gardening, style and home maintenance for example.

By: Internet Marketing, Strateg & Technology Links – August 6, 2009 « Sazbean

Thu, 06 Aug 2009 12:42:51 +0000

[...] Local online news video advertising: 6 ways to monetize content (Online Journalism Blog) [...]

By: Ian Hill

Ian Hill — Thu, 06 Aug 2009 00:26:37 +0000

Hey Vadim,
You’ve done some interesting work which can help spur additional discussion on the role of video in the future of online journalism. However, both you and your readers should be careful when drawing conclusions from your work. Just because something works in Minnesota doesn’t mean it will work in other markets. In the market where I work, for example, breaking news and crime video is far, far more successful than features video.
One topic that perhaps you or another blog reader should explore in more detail are the resources news organizations put into video vs. the reward. As you pointed out, money can be made through pre-roll advertising. But in local markets, will advertising clients see enough response to those ads to be encouraged to invest in long-term contracts? Is there enough or can there ever be enough traffic to warrant charging reasonable ad rates. If the answer is no, should publishers then be putting theIr (ever-decreasing) resources and manpower into developing other online features, such as interactives, instead of video.
You’ve got an interesting case study. But I think much more work still needs to be done before we can say there are best practices for online news video, or any news site feature, for that matter.
Cheers,
Ian

By: Vadim Lavrusik » Blog Archive » 6 ways to monetize online video

Vadim Lavrusik » Blog Archive » 6 ways to monetize online video — Wed, 05 Aug 2009 18:02:02 +0000

[...] Excerpt from my final post for Online Journalism Blog on how online video can be [...]

By: Rick Falls

Rick Falls — Wed, 05 Aug 2009 16:54:52 +0000

It didn’t surprise me that the viewing time is less than for other media.

I think internet users are more difficult to grab the attention of versus say TV viewers due to their higher intelligence.

That makes the point that even when the new media is adapted to, the message will need to be tweaked for efficiency with the sharper viewers as well.

The old media would be wise to allocate as much as they can as quickly as possible to the new models of potential monetization.

Thanks for the insights.

Rick Falls