FOOA and Monetising video
Mike Hudack (blip.tv) ‘How to monetize video in the short and long term’
Lets start out talking about Tom Payne. He is credited with planning the ideas [for the American Revolution]. He had no qualifications for this…he was a drunk…when he came over to the US, he was friends with a person who owned a printing press, he wrote some things down and many read it. HowdyDoody had a kids programme and everyone watched it. But there was nothing on…no competition
Jeff Zucker, NBC, had no real competition at one point, he ran the progammes, made lots of bets about buying programmes and put stuff on there. He was the no 1 channel. but now we have a big choice, He is competing against a lot of people, a lot of channels.
Now he competes against Ze Frank. Ze Frank was completely unqualified to be tv star he would never have got there. But he grew to millions of views over 1 year. He stole those viewers from NBC, doing it for no money and is stealing advertising dollars from the networks. You are moving from scarcity, where you are the only player in town, to plenty where you put something out there and it is no guarantee and everything is a competitor
Blip.tv started with a 100 or so shows, we now have 1000s. They reach millions. For the TC networks it is getting harder and harder to bet what to advertise on. The dollars are shifting online, we don’t know what they right answer is.
For advertising on blip.tv we are splitting the shows. Those with a real audience, that have a tight relationship with the audience. For those we go direct to media buyers and brands. Ze Frank and Dewars were a perfect match. We did a 6-10 weeks campaign with Ze and Dewars. Amanda Congdon was another good match. Unilever were looking for something that was good…but were scared. With Amanda you could tell she was a safe bet. Unilever underwrote a show from conception, for those we know what to do, we can get matches
For the smaller content, its more difficult. There are whole slew of options, we are making partnerships with many different types… the spot market, speech recognition for contextual ads. , text ads, remnants based on categories. Some do well for one type of video and poorly for another, we guess, and choose the one that is appropriate. We are seeing early success with speech recognition, as it is targeted. Seeing success with those putting tv slots on the back of video. Also spot markets, with an auction environment.
Q: speech recognition?
A: we have 6 companies competing for inventory on our site. We work with Scamscout and do voice analysis…develop map of what is being talked about and serve ads depending on what is being talked about.
Q: any value in low quality UGC?
A: not on blip at the moment. We focus on the torso and head. Prosumer, independently produced. You can still upload anything but we won’t ness push it. Quality is a subjective measure. Some shows have terrible production values that do really well because they have good stories…and vice versa
Q: do people pitch shows and do you poach?
A: blip is an open upload. you can do a lot without talking to us. Shows move around all the time, we do not actively recruit, it depends on what they want.
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