Friday, October 2, 2009, 7:51 AM ET|Posted by Will Richmond
Daisy Whitney and I are pleased to present the 34th edition of the VideoNuze Report podcast, for October 2, 2009.
This week Daisy and I first discuss my post "Break Media Gains Momentum with Branded Content in 2009" in which I describe how Break, a male-focused entertainment community, has used branded content to differentiate itself and increase revenues. Branded content is a relatively new media form where sponsors fund the production process and have significant creative input or outright control.
Break has been able to offer branded content projects as a value ad to sponsors' media buys on its sites by allocating a percentage of the client's media spend to the projects. I describe how Break does this, along with how branded content has helped it separate itself from competitors and grow revenue by a projected 18% this year.
Related, Daisy then talks about pricing trends in the online video advertising market, quoting ad network BrightRoll's CEO Tod Sacerdoti as saying that he's seen CPMs drop by an average of a dollar or more per quarter since launching in 2006. In his view prices have been inflated due to a "false equilibrium" about inventory scarcity. He sees prices continuing to fall into the low teens, a level at which more advertiser's budgets will flow into the online video medium - though not necessarily from TV. Learn more about Tod's predictions for the industry and Daisy's interpretations.
Click here to listen to the podcast (14 minutes, 12 seconds)
Click here for previous podcasts
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