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The Great Video Cash-In: Offering Monetization Musings to the Budding Content Provider

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Dec 8, 2006 

Author

Daniel Todd  |

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The Great Video Cash-In: Offering Monetization Musings to the Budding Content Provider

What if you want both fame and fortune? Well, that is the tricky part. What is needed is a way to maximize distribution options while still being able to generate a good level of ongoing revenue. One way to do this is to use Digital Rights Management (DRM) to secure your video which allows distribution on any site or via various platforms. DRM also allows you to enforce requirements on the user before they can view your video. I have heard rumors of companies that might have figured out a way to stream a targeted pre-roll advertisement in front of non-streaming videos which would help with increasing distribution potential.

However, what I believe will be the biggest success in supporting fame and fortune for video is advertising, but with a twist — marketing messages not within the video content it is supporting, but advertising shifted to a time and context more valuable, like when they are searching or browsing the Web, and in ecommerce mode.

Today’s online video business models need to evolve for Web publishers and content providers to succeed with online video. The reason why is the “associated revenue” of even the “most popular clips” online “would not support a typical TV or film budget, according to a September 2006 ThinkEquity Partners LLC report.

Lonelygirl15 was the “birth” of a new art form. Equally, important though, the now known to be fictional videos began the quest of monetizing online video effectively and for that I thank Jessica Rose (a.ka. Lonelygirl15) as well as Miles Beckett, Mesh Flinders and Greg Goodfried (the creators).

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Tags: streaming_video, user-generated_content and youtube

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