Friday, January 26, 2018, 1:04 PM ET|Posted by Will Richmond
I’m pleased to present the 404th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
This week we’re joined by Henry Embleton, who is the Head of Ad Products and Revenue at Ellation, which owns the Crunchyroll (focused on anime) and VRV (focused on aggregation and pronounced “verve”) streaming services. Ellation itself is wholly owned by Otter Media, the JV of AT&T and The Chernin Group, as of earlier this week. Together the services have over 2 million registered users.
Henry walks us through how he is optimizing the video ad experience on the services by extensively testing different models. As with all ad-supported services, Henry is looking to balance ad loads with viewing time and satisfaction. He relies on 2 key metrics, Minutes per User and Revenue per Hour to guide the testing.
Henry explains what he’s learned from his testing so far and what he’s still exploring. He also talks about which devices are working best and how all of his work supports the SVOD part of the business. Henry offers a ton of fascinating insights about how online video ad models are working and how to optimize them.
Listen in to learn more!
Click here to listen to the podcast (24 minutes, 15 seconds)