Video Ads in Web Video: Success!
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Everything old is new again.
The only effective (read: foolproof) way to monetize video is by matching and embedding sponsorship within the video itself - period, end of story. Relying on fancy-schmancy JavaScript and Flash overlays for complete monetization of video content is just… reckless. You’re cutting off your iPod / PSP audience, and you’re dropping the eyeball of any user who may happen to be running some kind of ad blocker, or who may discover the video after it’s been ripped from any given video network service.
Why is this approach to video sponsorship the wisest?
- Viewers can’t block out your logo or URL if it’s always there.
- Viewers can’t fast forward through your logo if it’s always there.
- Viewers can’t delete your logo, and likely won’t if they bother to rip and edit the clip.
- People can use the video on their own sites, effectively running your logo there.
- Producers can upload the video anywhere to generate traffic without relying on video network advertising capabilities.
- Obtrusive advertising behaviors upset viewers (which can include pre-roll or mid-roll placements).
- Value is always in the message - never the medium.
- Sponsorship is tied to the production forever, wherever, whenever, however (which isn’t as negative as you might have been lead to believe it is in general context).
- It’s the only model that works with YouTube (which currently has 60% market penetration, with every other video network running a distant second)
- Branding is priceless – and without a price placed on branding, producers are (quite simply) giving CPC / CPA campaigns a free ride.
Seems that not enough marketers in command of the purse strings are given the freedom to challenge long-held notions that the “almighty” CLICK is the only way to track campaign effectiveness.
With the lack of valid video sponsorship options in the marketplace today, I continue to generate significant revenue (IMHO) through strategic placement of plain ol’ Google AdSense on the periphery of any given video embed throughout my podcast pages. In the grand scheme of things, that is (or should be) icing on the cake. The Revver / Metacafe business models won’t work well for most producers unless they (the video networks themselves) change their distribution strategies.
I mentioned this in a video upload post earlier, but YuMe is the one to watch in this space – and every single video producer out there should be beating a path directly to their door. I’m not getting paid to write that (but I should be, eh). They were the only video-related startup at UTR that had a comprehensive game plan already in place.
17 Comments
moraaz all technology feed system
November 30th, 1999
at 12:00am
provides the number of times a video have been watched daily and statistics on the number of times a video has been watched on each portal. Video sites supported include YouTube, Revver, Daily Motion, MySpace, iFilm and others. Chris Pirillo posted recently that overlaid advertising where sponsors logos were present through out a video are the ultimate form of video advertising. It’s a fair call, but the missing component is an easy way of track views on multiple sites. VideoCounter.com doesn
Web Wahala
November 30th, 1999
at 12:00am
Someone else gets my excitement about video advertisements. Chris Pirillo talks in this post about in-video advertising, and why it’s the next hot thing. I have to agree with him. Once in-video advertising gets to the point where it’s economically viable for those with larger audiences to carry advertising within their videos, it
The Chris Pirillo Show
November 30th, 1999
at 12:00am
[IMG] Chris Pirillo Video Ads in Web Video: Success! 4GB RAM in Windows? Online Backup Service Options 20 Reasons I?m Not Getting an iPhone Today GPS Tracking Device Upload Videos and Track Stats TSA: Transportation Security Administration? Upload Video Tool - 50% Discount
realrunrabbit
November 30th, 1999
at 12:00am
AnnotatedPluggd, a Seattle company, has delivered a widget that lets you search audio (and soon, video) on third-party sites in more sophisticated ways. Video Ads in Web Video: Success! ~ Chris Pirillo
Arjen Schat Hourly web news
November 30th, 1999
at 12:00am
provides the number of times a video have been watched daily and statistics on the number of times a video has been watched on each portal. Video sites supported include YouTube, Revver, Daily Motion, MySpace, iFilm and others. Chris Pirillo posted recently that overlaid advertising where sponsors logos were present through out a video are the ultimate form of video advertising. It’s a fair call, but the missing component is an easy way of track views on multiple sites. VideoCounter.com doesn
Top Web Stuffs - Aggregating The Best Web Stuffs on The Web Delivering all about Ajax, Google, Web 2.0 Reviews, Jobs, Gadgets, Web Hosting, Social Networking and Top web stuffs on The Web
November 30th, 1999
at 12:00am
provides the number of times a video have been watched daily and statistics on the number of times a video has been watched on each portal. Video sites supported include YouTube, Revver, Daily Motion, MySpace, iFilm and others. Chris Pirillo posted recently that overlaid advertising where sponsors logos were present through out a video are the ultimate form of video advertising. It’s a fair call, but the missing component is an easy way of track views on multiple sites. VideoCounter.com doesn
CompuZine.com
November 30th, 1999
at 12:00am
provides the number of times a video have been watched daily and statistics on the number of times a video has been watched on each portal. Video sites supported include YouTube, Revver, Daily Motion, MySpace, iFilm and others. Chris Pirillo posted recently that overlaid advertising where sponsors logos were present through out a video are the ultimate form of video advertising. It’s a fair call, but the missing component is an easy way of track views on multiple sites. VideoCounter.com doesn
Tribal Sticky
November 30th, 1999
at 12:00am
provides the number of times a video have been watched daily and statistics on the number of times a video has been watched on each portal. Video sites supported include YouTube, Revver, Daily Motion, MySpace, iFilm and others. Chris Pirillo posted recently that overlaid advertising where sponsors logos were present through out a video are the ultimate form of video advertising. It’s a fair call, but the missing component is an easy way of track views on multiple sites. VideoCounter.com doesn
Feed View | TechCrunch - Web Based Feed Reader, Mobile Feed Reader
November 30th, 1999
at 12:00am
provides the number of times a video have been watched daily and statistics on the number of times a video has been watched on each portal. Video sites supported include YouTube, Revver, Daily Motion, MySpace, iFilm and others. Chris Pirillo posted recently that overlaid advertising where sponsors logos were present through out a video are the ultimate form of video advertising. It’s a fair call, but the missing component is an easy way of track views on multiple sites. VideoCounter.com doesn
Joshua
June 30th, 2007
at 3:35am
YuMe’s site doesn’t give much information. Do you have any secret information on YuMe you might offer to an inquiring mind? :D
You Can’t Monetize Video Via The Click? by How To Do Online Video
June 30th, 2007
at 8:59am
[...] Chris Pirillo says that the only legitimate way to monetize video is through in video sponsorships. The only effective (read: foolproof) way to monetize video is by matching and embedding sponsorship within the video itself - period, end of story. Relying on fancy-schmancy JavaScript and Flash overlays for complete monetization of video content is just… reckless. You’re cutting off your iPod / PSP audience, and you’re dropping the eyeball of any user who may happen to be running some kind of ad blocker, or who may discover the video after it’s been ripped from any given video network service. [...]
Jim Kukral
June 30th, 2007
at 7:37pm
Yume is broken for me, you?
All I see is
–².com
VideoCounter.com: Count Views On Multiple Video Sites
July 1st, 2007
at 11:02pm
[...] Chris Pirillo posted recently that overlaid advertising where sponsors logos were present through out a video are the ultimate form of video advertising. It’s a fair call, but the missing component is an easy way of track views on multiple sites. VideoCounter.com doesn’t track downloads but it does combine multiple point video service statistics in the one place. Those statistics would be useful for tracking advertising exposure or just for the fun of knowing. [...]
Just a random blog !
July 2nd, 2007
at 12:14am
[...] Chris Pirillo posted recently that overlaid advertising where sponsors logos were present through out a video are the ultimate form of video advertising. It’s a fair call, but the missing component is an easy way of track views on multiple sites. VideoCounter.com doesn’t track downloads but it does combine multiple point video service statistics in the one place. Those statistics would be useful for tracking advertising exposure or just for the fun of knowing. [...]
Alex Black
July 2nd, 2007
at 12:29pm
Hey Chris,
Alex from Revver here. Interesting post - we agree that Flash overlay ads etc. aren’t as effective as advertising within the video. The dynamic ads we insert in all Revver videos travel with the videos, which means the ads play on embeds and even on downloaded videos watched on iPods. Also, we’re going to be migrating to a primarily CPM model soon, so the “all-mighty” click is going to be of less importance for producers using Revver. Regarding a change in distribution models - we’ve got an open distrubtion model that pretty much allows for any and all types of distribution - including the downloading of videos for sharing on P2P, viewing on iPods etc. So when you mention a change in distribution strategies, what did you have in mind? Narrowing the distribution possibilities?
Noticias y artículos interesantes del 2007-07-02 | hombrelobo, una mente dispersa
July 2nd, 2007
at 4:36pm
[...] 6 - Video Ads in Web Video: Success! ~ Chris Pirillo The only effective (read: foolproof) way to monetize video is by matching and embedding sponsorship within the video itself - period, end of story. [...]
XLNTads Blog » Blog Archive » links for 2007-07-03
July 3rd, 2007
at 11:21am
[...] Video Ads in Web Video: Success! ~ Chris Pirillo (tags: advertisement online tv youtube xlnt video) [...]