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Turning Video Streams Into Revenue Streams

5/07/2012 12:01 AM Eastern

New York — Online video viewing is
doing fantastic, agreed the panelists on
the “Making It Count: Monetization Models
for Multiscreen Video” panel at the “TV
in a Multiplatform World” event.

More vexing is turning those views
into cash.

A wide array of ad delivery philosophies
emerged as the panelists discussed
tailoring ads, and ad loads, to
individual users.

Aaron McNally, head of Google TV Ads,
mentioned user-friendly strategies at Hulu
and Google’s own YouTube. “It’s proven to
be a very good experience for users,” he
said of YouTube’s TrueView setup, which
gives users a major say in their ad viewing.

Dan Erck, senior director, ad platforms,
at Adobe Auditude, said it’s on
content distributors to step up the ad
loads. The most aggressive ad deliveries
may be half of what viewers see on
TV. “Folks are way too conservative in
their push with ad loads,” Erck added.

Tried and true pre-rolls, noted Chris
Wilson, president of national linear
television at Rentrak, score 15% higher
in the ratings firm’s retention index
than the featured video that follows.


Michael Malone is deputy editor of Broadcasting
& Cable.
September