The next panel sought to answer the question: Is there money in Long Tail Video?” or mainly: how do you make money. The panel was moderated by Jeremy Liew, from Lightspeed Venture Partners.
- Eric Hadley Heavy.com
- Jayant Kadambi YuMe
- Tod Sacerdoti BrightRoll
- Matt Sanchez VideoEgg
- Matt Wasserlauf Broadband Enterprises
“There’s 150 people in this room who believe there is money in video, so let’s ask how do you make it,” starts Liew.
Matt Sanchez, VideoEgg: “We’ve seeing pre-roll, or mid- and post-roll because that is close to TV ads, but those work with long form content. We have taken the market with an invitation overlay, it’s user controlled and that is something that can be demanded, even if done in conjunction with rolls. Pre-rolls are disruptive and deflate volume of streams, you are seeing more and more adoption of overlays.” The company supports 4 units, with overlays being the key.
Matt Wasserlauf, Broadband Enterprises: “30 second spots is a lot to ask the online viewer, and advertisers are making changes. The pre-roll is the anchor, all other ad units feed off the pre-roll. Repurposed 30-second TV ads get tired, in 2008 you will see a lot of great short form pre-roll creative, optimized for the Web, let’s hold judgment and see what comes of pre-roll ads.
Tod Sacerdoti, BrightRoll: “BR is agnostic to any one unit, we aggregate audiences and then resell it to marketers, it could be in any format. What you see mainly is branded content and branded advertising. But despite what is said about pre-rolls, pre-rolls is the most effective units. A lot of progress on standardization of hosting and serving and tracking of video ads, you see this with banner ads, why not video ads?” BR’s majority is pre and mid-roll ads, and the company supports 5 ad units.
Jayant Kadambi, YuMe: “The most successful ad format has a lot to do with the contextual relevance of ads to the content, and not really the format. We work with ad agencies and support any new idea agencies have to promote the idea. The bulk of our business remains pre-roll type of ad units.”
Everyone agrees that the lack of cross-site, cross-platform measurement services hurt the draw of online video. There are players like Tubemogul, Hey Spread, Vidmetrix and even Veoh who have started to address these, but despite the pros of each player there, those services remain very limited (they only work with some of the online file sharing sites, for example, and not the major portals like MSN video, AOL, Yahoo! etc.)
Related:
- Why Video Egg is hinting at suing Google over the overlay?
- Brightcove vs. Brightroll vs. Yume vs. Scancout etc.
- Will video become larger than paid search?
- Has the bubble in file sharing video platforms moved to ad networks?
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