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Six Ways to Increase Digital Video Revenue
Following is a contributed post by Steve Robinson, CEO of Panache, a digital video ad fulfillment provider. For all content providers looking to optimize revenues from their online video streams, it's timely and thoughtful advice, particularly in the lead-up to the new ELEVATE: Online Video Advertising Summit, coming up on Tuesday, June 7th.
Six Ways to Increase Digital Video Revenue
by Steve Robinson
With demand for streaming content clearly established, publishers have shifted from testing digital video advertising to bringing ad revenues toward parity with broadcast. Most publishers face two big hurdles to expanding revenues: Providing enough inventory to meet growing demand and fulfilling sold campaigns efficiently.
Both of these challenges result from an imbalance in the digital video ad market supply and demand. When it comes to inventory, premium publishers are typically only selling three to four pre-roll ads per show in digital video, compared to seven or eight in TV, and as such are only making a fraction of the revenues.
Categories: Advertising
Topics: Panache
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CBSSports.com College Network To Mine Value of Universities' Sports Video Archives
Sports continues its role as a leading online video innovator, as this morning CBSSports.com College Network, a division of CBS Interactive, is announcing an initiative to enable its 175 university partners to mine the value of their
extensive sports video libraries, in a new partnership with technology provider Thought Equity Motion. Last week Rob Schupler, CBSSports.com College Network's SVP of University Relations and Dan Weiner, VP of Marketing and Products at Thought Equity Motion briefed me on their plans.
Rob explained that CBSSports.com College Network has a broad mandate with its university partners - to create their web sites, manage content, help build their fan bases, protect their brands and monetize through different business models. A key area of fan interest has been audio and video content, which is often available through premium subscriptions. However, when it comes to archived video content, the sites have mainly only offered a tiny fraction of what's in their vaults, usually just highlights from the past season. Rob said that the traditionally manual process of producers accessing archived content made providing a richer assortment operationally and economically unviable.
Categories: Sports, Technology
Topics: CBSSports.com College Network, Thought Equity Motion
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5 Items of Interest for the Week of March 7th
Happy Friday! Below is VideoNuze's end-of-week feature, recapping 5-6 interesting online/mobile video industry news items that we weren't able to cover this week. Enjoy!Categories: Miscellaneous
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Blockbuster Staggers to a Sale
The wrangling over what should become of Blockbuster's carcass seemed to reach a resolution yesterday as the judge presiding over the company's bankruptcy approved its proposed auction process. For those who haven't been following the drama, potential acquirers - mostly a group of hedge funds - have been fighting with movies studios that are Blockbuster's creditors, over the company's fate, with some recently calling for an outright liquidation.
The Blockbuster story is a cautionary tale about what happens when companies don't pay attention to changing market conditions. No company was better positioned, and with a better brand, than Blockbuster, to take advantage of the shift to digital distribution. But Blockbuster was slow to adapt, its strategy and execution were flawed, and it had the bad luck of running into an extremely capable upstart in Netflix.
Here's a picture of the last Blockbuster in my area I snapped earlier this week; I'm guessing you've witnessed this scene in your neighborhood as well. You gotta love the irony of the tag line "THIS LOCATION ONLY."
Categories: Deals & Financings
Topics: Blockbuster, Netflix
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PwC's New Viewership Research Shows Vastly Changed Landscape
A industry friend passed me a copy of PwC's new research on viewership across platforms and by age groups this week, which shows a vastly changed landscape for entertainment consumption. On the top line, the research reports that consumers are watching 12.4 hours/week of TV and movies via download, streamed, digitally recorded and online, vs. 8.9 hours of TV and movies on network TV and basic cable. When looked at by three age groups, 18-34, 35-44 and 45-59, only the latter category watches more network TV/cable, and only for TV shows, not movies (see chart below).
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Movie Windows Back in the Spotlight
Movie windows were back in the spotlight this week as Hollywood executives continue to air out their anxiety over digital distribution's impact. In a pair of articles (here and here), Home Media Magazine covered remarks by Disney CFO Jay Rasulo and Time Warner CEO Jeff Bewkes at the Deutsche Bank conference in Palm Beach, FL. Rasulo put his finger on Hollywood's challenge of how to "re-work release windows to generate incremental revenue, without cannibalizing existing revenue streams and upsetting distribution partners."
However, as Disney knows from its experiment last year of accelerating the DVD release of "Alice in Wonderland," which raised the ire of British theater owners, balancing these objectives is no easy feat. Meanwhile, as "Premium Video-on-Demand," an early window release plan for $30-$40 per movie approaches, theater owners' unhappiness will become even more apparent.
Categories: Aggregators, FIlms, Studios
Topics: Disney, Netflix, Time Warner
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Facebook-Warner Bros.: Big Deal or Little Deal?
Speaking of movies, this week brought news that Facebook was dipping its toe into Hollywood's waters, by offering Warner Bros. "The Dark Knight" for purchase and rental to its members. Though Warner positioned the move as an experiment, Netflix stock went into a free-fall as investors swooned over Facebook's possibilities. But as a former business school professor of mine was fond of asking his class, "Is this a BIG deal or a LITTLE deal?"
Categories: FIlms, Social Media, Studios
Topics: Facebook, Neflix, Warner Bros.
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Who Will Win the Chance to Watch Every 2011 MLB Game?
This past Monday night was the application deadline for "MLB Dream Job," a new web series that Major League Baseball and Endemol are creating, in which one lucky fan will be sequestered in a New York City apartment to watch every single game of the 2011 season and blog frequently about his/her experience. It's an attention-grabbing idea that, according to this THR article, had already attracted over 5,000 submissions, as of about 2 weeks ago. When I first read about the web series, my initial thought was, "wow, if only I were 22 again, what a great way to spend 6 months," but then that yielded to a memory of what happened to filmmaker Morgan Spurlock when he went on a McDonalds-only diet for 30 days in the 2004 documentary "Super Size Me."
Categories: Indie Video, Sports
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