How to make profits for online videos [convert to TechCrunch]

The content of this article is comprehensive, and many references are given links. It can be seen that the people who write this article are very careful:

 

There are several important points:

 

Status quo: online videos are growing fast and traffic is growing fast, but the profit is very small.

 

Crisis: the Core of competition for videos is content, but the content homogeneity is too serious, it is easy to form a winner-take-all game situation.

 

Opinion 1: Advertisements always focus on users

Advertisers follow audiences...

Ex-Disney CEO Michael Eisner doesn' t pretend to know how the industry is goingPlay out, But he's got no doubts what the end result will be: "I don't know if the growth in content made for the Internet will be evolutionary or revolutionary, but it can't happen: a death march has been going on for other media who are in trouble because there is a more efficient way to share content around the world with the Internet."

Michael Eisner, former CEO of Disney, has a profound understanding of the final situation in this industry and undoubtedly points out: "I cannot confirm whether content from the Internet will become revolutionary or innovative, but one thing is necessary (can't not happern): compared with other media on the Internet, it is undoubtedly a death Parade (Death March ), because the Internet has a powerful advantage in content sharing and sharing efficiency.

 

Opinion 2: business models need to be developed urgently

Business models take time to develop

Eisner made his fortune in television. One VC who's made his online has another opinion. In Fred Wilson's influential 2005 Post"The future of media (aka please take my RSS feed)", He suggests:

1-Microchunk it-Reduce the content to its simplest form.
2-Free it-Put it out there without wballs around it or strings on it.
3-Syndicate it-Let anyone take it and run with it.
4-Monetize it-Put the monetization and tracking systems into the microchunk.

 

 

Opinion 3: videos will be everywhere

1) Wikipedia will launch video Wikipedia.

2) Commercial website Zappos will allow users to submit videos for experience.

Video will be everywhere: on all websites

Video on the Web is no longer just about entertainment. It is also about marketing, instruction, and conveying information of all kinds.

• COntentBellwether WikipediaAnnouncedIt will be rolling out videos soon enough.
• E-commerceLeader ZapposEncouragesUsers to submit their video experiences whichIncreaseSales 6% to 30%. In 2010, it willCreate50,000 videos.
• It won't be long beforeOrganizationsFeature their accountants, lawyers, management, VCs in videos too.

Opinion 4: video advertisement Mode

Pre-rolls: a type of insert ad.

Mid rolls: a type of insert advertisement. It is a medium advertisement.

Post-rolls: a type of insert ad.

Display banner: Banner Advertisement, advertisement around the video

Insert-type advertisements are traditional and easy to be accepted by customers. However, they interfere with users and display advertisements for a long period of time, which has little impact on users.

 

As mentioned in this Article, the UK video advertisement market has exceeded the market share of TV advertisements. How to make money in online videoby Guest authorOn February 6, 2010

Editor's Note: This is the fourth in a series of posts by guest writerAshkan karbasfrooshan.Previusly, he wrote aboutState of online video,12 surprising things holding back online video advertising, AndContext is King: How videos are found and consumed online. In Part 4 today, he examines where he thinks the sweet spot is for making money in onljne video.Karbasfrooshan is the founder and CEOWatchmojo.

In search of profits

Ten years ago, web companies didn't generate much revenue. these days, web companies are some of the most profitable around. online Video is where the web was ten years ago: in investment mode as video companies that are generating high revenue are not necessarily the most profitable.

Are those companies suffering low margins because they's Re investors in the future or are they fundamentally lower-margin businesses?

Ad networks are low margin businesses

This week, video ad network brightrollRaised$10 million from scale Venture Partners. ad networks aggregate audiences and ads to marketers, sharing the proceeds with publishers/producers. scale's Rob theis 'argues: "the most strategic Internet investments are those that compete not with other Internet businesses, but with the much larger amount of money still being spent offline."

Brightroll's CEO Todd Sacerdoti added: "I think by this time next year the majority of the top five to ten video properties by any measure will be aggregator networks. the best example for this is display advertising. "Indeed, networks have an unmatched ability to scale but can also crash to the ground awfully fast.

The low margin is the least of their problems; differentiation and defensibility are. Blue lithium and right media hit jackpots by selling to Yahoo! But those who didn't parse (tribal fusion, valueclick) suddenly found themselves under pressure from search advertising on performance and video on branding.

Content networks have little differentiation

Similarly, aggregators gather videos from content providers, sharing ad revenues. ifilm (sold to Viacom, renamed spike), Guba, grouper (sold to Sony, renamed crackle), revver, YouTube (sold to Google), veoh, Dailymotion, metacafe, viddler, blip. TV, are all vying for content, audiences and dollars.

YouTube is master of this domain. Hulu is giving YouTube a run for its money, but the business model isAnything But CertainAnd its long term exit strategy is murky (Disney, News Corp. And NBC Universal/Comcast are using holders but also competitors ).

Ultimately, AD and content networks operate in a high-risk, winner-take-all game. for publishers, It's a lower risk world. consider the two acquisitions News Corp. made in 2005: Rupert Murdoch paid more for ign ($650 m) than for MySpace ($580 million ), but Myspace's subsequent growth made him look like a genius (For A While ). today, MySpace is searching for itsRaison d 'etreWhile ign treks along as an unstoppable force in its sphere.

The myth of hyper distribution?

In online video, producers are agnostic to distribution channel or platform. to reduce risk, they diversify distribution, but the jury's out on whetherHyper DistributionBears fruit. hyper distribution refers to syndicating one's content as broadly as possible with little or no restrictions.

When it comes to generating revenues, is hyper-distribution wise? Not accordingChris Pirillo,ProsumerVideo Producer who leverages video to promote his empire but only counts YouTube as a trusted cial platform: "YouTube offers the largest audiences and generates most the revenue. if you're not YouTube, you have challenges in creating value for content producers ". if that changes, look outFreewheel, Which according to CEO Doug Knopper allows "media companies and content owners to be able to monetize their video libraries into SS multiple channels and devices ".

Advertisers follow audiences...

Ex-Disney CEO Michael Eisner doesn' t pretend to know how the industry is goingPlay out, But he's got no doubts what the end result will be: "I don't know if the growth in content made for the Internet will be evolutionary or revolutionary, but it can't happen: a death march has been going on for other media who are in trouble because there is a more efficient way to share content around the world with the Internet."

Business models take time to develop

Eisner made his fortune in television. One VC who's made his online has another opinion. In Fred Wilson's influential 2005 Post"The future of media (aka please take my RSS feed)", He suggests:

1-Microchunk it-Reduce the content to its simplest form.
2-Free it-Put it out there without wballs around it or strings on it.
3-Syndicate it-Let anyone take it and run with it.
4-Monetize it-Put the monetization and tracking systems into the microchunk.

In theory, in the future when video streams monetize the way search queries have (whereby a search query is always associated with some kind of paid listing) then perhaps Wilson's thesis will prove right. but in practice, at least in the five years that have passed since the post, it's been a recipe for financial disaster.

Hyper distribution is greatPromotionalPurposes but notNecessarilyFor each cial purposes. marketers do pay more attention as an audience grows, but they also pay a premium for scarcity and exclusises.

This is the fundamental conundrum facing new media producers who rely on hyper-distribution to build brands and audiences but who weaken their pricing power and ability to secure guaranteed dollars by giving away their videos. this can work if you can build ad-supported businesses, but that takes time and money.

Today, a few new media producers have managed to build ad-supported businesses, namely revision3 and next new networks. but between the two, they have raised over $30 million in venture capital. most producers don't have that luxury. for those others, I recommend creating content that other media companies will pay for, to buy them enough time to build a syndication business and eventually, A fully ad-supported business which commands the large ad dollars.

An imperfect but useful analogy I use is the banking model, where retail, login ate and investment banking fees can create a large business.

ThisDiversifiedStrategy provides:

• A safe income stream: licensing, like retail banking, provides a recurring and non-volatile revenue base.
• A growth business: syndication, like incluate banking, requires other companies in the ecosystem to do well. This can provide higher CPM rates by placing content in the right context.
• A wildly lucrative stream: advertising, like investment banking, takes time to develop, is speculative and seasonal, and risks drying up comprehension. Notice how advertising revenue spikes each fourth quarter, for example.

The reason why I place content producers in the highest profitability circle over time in the first chart abve is because only they can build such a business. (The profitability index represented in the chart takes into account operating margins and total return on investment, including likelihood of a liquidity event ). and, yes, I am completely biased, since this is the kind of business I am trying to build with watchmojo. aggregators and networks are solely advertising based businesses; just askYouTubeWho generated $10,000 in a paid model test, even though it can generate billions inSimpler ways. Video advertising will be a bigger business, but not necessarily a higher-margin business.

Video will be everywhere: on all websites

Video on the Web is no longer just about entertainment. It is also about marketing, instruction, and conveying information of all kinds.

• COntentBellwether WikipediaAnnouncedIt will be rolling out videos soon enough.
• E-commerceLeader ZapposEncouragesUsers to submit their video experiences whichIncreaseSales 6% to 30%. In 2010, it willCreate50,000 videos.
• It won't be long beforeOrganizationsFeature their accountants, lawyers, management, VCs in videos too.

Video will be everywhere: in ads

Videos won't simply be on all websites; video ads will converge with rich media and display banners. publishers and ad networks will swap out low yield ad placements for videos that appear at a premium. rupert Murdoch is right to say that there isn't enough advertising to make all publishing online profitable, but if you insert a video-enabled ad where a display banner exists today, maybe it will become more profitable, as video rates tend to generate a tenfold premium over display banners. of course, the flip side of that argument is that if video ad inventory lost all scarcity as display banners have, then it rates wowould also see a steep drop.

Video is the anti-Search

Google's dominance of the Web today stems fromA perfect storm. Search benefitted from low expectations. Whereas Google's competitors threw in the towel to focus onPortaldom(Or outrightHandedThem the business), online video companies 'war chests seemingly have no bottom as they wage the war for the online audience.

With YouTube being a unit of Google, it's hard to compete being a pure video aggregator. those who have tried are flailing badly. yet video's expectations have always been high and will only get higher.

History repeats itself

Video will follow search in two ways though.

Search is software and Google is the only successful ad-supported technology company. video is media, which has a natural disposition to embrace ad-supported models. as such, advertising will monetize video streams. in fact, as large ad agencies and marketers shift online, they'll embrace branding campaigns and pushVideo advertising cocould eventually top search advertising. Once that starts, online advertising willSurpassTelevision, it's alreadyHappened in the UK.

Search for the leading ad format

Everyone agrees that video advertising will be huge but what will the prevailing ad format be?

Stakeholders are obsessed with finding the ad format likely to follow television's30-second AD spotAnd search's paid listings.

What might lead the way?

Pre-rollsAre the equivalent of pop-ups (and MID/post rolls the equivalent of pop-unders) in that usersHateThem, but unlike pop-ups, I actually think pre-rolls won't disappear, mainly because

• They're the most in-demand Ad format (according to brightroll CEO Todd Sacerdoti)
• It is easier to include a pre-roll when you're syndicating to other websites and platforms (says blip. TV co-founder Dina Kaplan)
• But largely because they all get more user-friendly: The 30-Second ad will make way for 5-10 second interactive pre-rolls (spotxchange CEO Michael Shehan ).

However, there will always be properties which will forego pre-roll revenue to improve the user experience in order to build audiences, and all else being equal users will migrate to those sites. so I'm not sure the pre-roll will remain all that ubiquitous. the other problem with pre-rolls is lack of attention. when a pre-roll starts, I tune out and look for my headphones or go grab a coffee.

That's why I likeContextual display banner(And not necessarily the companion banner ). A companion banner comes bundled with the video pre-roll, but sits alongside the video a contextual banner comes without the pre-roll. whereas most banners disappear quickly next to text with one downward scroll of the mouse, alongside a video player, that banner becomes quite valuable and top-of-mind since people are just staring at the video.

We 've also seen the rise (and fall)Overlays, Which is basically an expanded picture-in-picture (PIP) format; we know howThatFared.

Of course, content producers are also salivating overBranded content(More than product integration and product placement, the brand becomes central to the story) or outrightSponsorships.

Finally, there's the web's favorite offspring:Viral Video. Viral video is not an ad format, of course, but it is not quite branded content nor is it supported by ads. as these become more common, achieving success with content alone becomes a sure-fire recipe for failure. all content will need to be supported by a media buy or some kind of promotional push. after all, on TV you spend millions creating an ad but you need to buy media spots to promote it. it's not going to be that different online. yes, it's a meritocracy, but it's a problem, cluttered one.

Kiss: Keep it simple stupid

There won't be a single dominant AD format butHoly GrailWill prove simpler than expected. It always does.

RememberDon lapre's Infomercials? He wocould go on and on about placing "tiny classified ads" in newspapers. I never thought much of those ads until Google's adoption of (essential) little text ads next to search results led to their explosive growth.

Sometimes in business, the solution is simpler than you can imagine.

 

 

 

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