How to monetise your video content sucessfully

We explore how brands can successfully use video technologies to launch streaming and video-on-demand services and build new revenue streams

Overview

With commercial stakeholders needing to monetise video content, it is important to consider when, where and how advertising should be served.

For example, should the number of pre-rolls and mid-rolls shown depend on the type and length of the content being viewed? Should pre-rolls be applied to short-form video content or sponsorship idents and player branding a better approach? Should pre-roll advertising apply to all users, even on their first time visit?

It is important to look at the overall revenue projections, the potential and desired make-up of that revenue and the benchmarks for achieving it.

The level of advertising should be balanced with the user experience and overall content strategy. We recommend testing a combination of fewer but larger display units which can be worked into the design (such as http://www.iab.net/risingstars), the use of interstitials, and testing the level of engagement when differing amounts of pre-rolls and mid-rolls are shown.

Things to consider include

  • The overall content strategy – does advertising prevent you from building up an online audience
  • The potential for including sponsorship
  • The use of pre-roll/mid-roll advertising – where, when, how much, and should users be allowed to scrub past adverts after a certain number of seconds
  • Whether advertising should be delivered when video content is shared across social media networks – and if so, how
  • Whether pre-roll/mid-roll advertising should still be served even if a user is trying to resume something they started watching earlier
  • Whether upstream ad stitching technology is more suitable than relying on the player to orchestrate advertising
  • Whether sufficient ad inventory exists from your chosen provider – and the quality and size of that inventory. It is also essential to check that the provider supports HTML5 mobile adverts (CORS-compliant)

Fundamentally, we believe you should provide highly targeted advertising and that this should work seamlessly across video (in-player) and website (on-page) content. This would typically mean an exchange of data between the website, the player and the advertising platform. This is the direction in which the industry is moving, and there is evidence of achieving higher CPM rates as a result of serving such targeted inventory.

We also recommend that you incorporate an element of A/B testing to measure the effect of increased advertising / advert placement on user engagement.

Example – London Live

With London Live, we leveraged open source HTML5 player technology to provide a range of player functionality – including in-player sponsorship as well as pre-roll, end-roll, in-player sharing and in-player

In addition, these functions can be selectively enabled and pushed out across different types of content – for example long-form programme content carries more advertising than short-form news and clips.

We also A/B tested different inventory providers via the players – testing both pre-roll and on-page companion adverts.

All player functionality can be managed and tested via the administration screens, allowing London Live to easily create and optimise the player experience for each type of content

How we help with digital video and online TV

We provide extensive technical design and build experience, designing integrated cross-platform video applications and content managed websites. We can help you to:

  • Translate business requirements into a technology blueprint
  • Seamless cross-platform video – linear and non-linear
  • Web platform and cloud architectures
  • Integrate content and video authoring workflows
  • On page and in-player video monetisation

How to deliver this successfully

Some Steps section lead text wth this, we integrated the Dynamics CRM to help them better understand their customer, wherever they were in the sales cycle.

Start with the revenue model

Start by modelling your revenue model. For example if you are launching an entirely new subscription based service, then consider which of the different revenue models will suit you best.

Will access to your content be free and paid for by advertising? this be pay per view, month subscriptions? Will users have unlimited access, time-restricted access etc. Will some content be free to view, or will you offer trailers for premium content? Will everyone be given the same revenue model or do you want to setup different revenue models.

If you are considering advertising as a revenue model then be aware that selling high quality inventory can be a time consuming process. See our separate blog ....

Develop the cost model

As well as the initial project costs, you should also work out your hosting costs carefully. Some online platforms charge by view, others by bandwidth.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum velit est, imperdiet in nunc non, consectetur vehicula metus. Morbi accumsan consectetur mi, non ultricies ex imperdiet vitae.

Do you need content protection

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum velit est, imperdiet in nunc non, consectetur vehicula metus. Morbi accumsan consectetur mi, non ultricies ex imperdiet vitae.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum velit est, imperdiet in nunc non, consectetur vehicula metus. Morbi accumsan consectetur mi, non ultricies ex imperdiet vitae.

The customer experience

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum velit est, imperdiet in nunc non, consectetur vehicula metus. Morbi accumsan consectetur mi, non ultricies ex imperdiet vitae.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum velit est, imperdiet in nunc non, consectetur vehicula metus. Morbi accumsan consectetur mi, non ultricies ex imperdiet vitae.

Bringing it all together

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum velit est, imperdiet in nunc non, consectetur vehicula metus. Morbi accumsan consectetur mi, non ultricies ex imperdiet vitae.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum velit est, imperdiet in nunc non, consectetur vehicula metus. Morbi accumsan consectetur mi, non ultricies ex imperdiet vitae.