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Online Advertising and Streaming Video - A Solution That Ensures Content Originators Get Paid
Generator Research Limited, Aug 2008, Pages: 23
- Detailed Technical Descriptions
- Clear Architecture Diagrams
- All Ad Formats Considered
- Implementation Examples
- Distribution Using Viral Embeds
- Distribution via value-added services
Outline
This report describes a solution to the problem encountered by video content originators when their material is embedded within a web page that carries companion advertisements (e.g. banner, skyscraper ads) and where the content originator wants a share of the ad revenue earned by the publisher for serving those ads.
Report Content
The report opens by describing the commercial and technical basis of the problem and why it is hindering the development of the online video and internet television markets.
Next, the report provides a very detailed description of a technological approach that could solve the problem and which could be made to work when:
Video content is confined to a single publisher site;
Video content is distributed virally using streaming video players that can be embedded in arbitrary web pages, and;
Value added services (such as search and recommendation services) emerge that deeply link to multiple internet television/online video sites.
The report’s scope includes companion ads that might be provided directly by advertisers or by ad networks, including Google’s AdSense programme.
The technological solution described also includes the situation where the publisher site that carries the embedded video is being monetized using in-video ads, which could be of any format (e.g. pre-roll, mid-roll, post-roll or any type of overlay ad).
The report contains detailed technical descriptions and numerous architecture diagrams that would be sufficient for a product managers, product strategy professionals and technical architects to understand how to implement the system, and how it could be used to help monetize streaming video content using advanced distribution strategies.
Key Benefits
- Understand how streaming video content can be safely and securely monetised using ads, even when being distributed virally using widgets;
- See how this complex problem that is hindering the developing of the internet television and online video markets can be solved relatively simply;
- Equip yourself to better discuss distribution opportunities with potential syndication partners who want to monetize your content by serving in-video or companion advertisements;
- Appreciate how existing ad-server technology can be improved and extended to solve new problems in new markets.
Who Should Read this Report?
- Product management and product marketing;
- Product strategy and marketing strategy;
- Product, market and network planning;
- Executive leadership;
- Market insight and competitor intelligence;
- Business development and corporate development.
- Contributors
We have spoken to a number of individuals representing over 10 companies, including senior-level people from:
- Tremor Media
- Video Egg
- Freewheel
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