Generate Revenue with Online Video Ads

Generate Revenue with
Online Video AdsWhite Paper
Internet TV use has reached record highs and online video advertising spending continues to skyrocket. According to eMarketer, ad spending on online video will grow from $775 million in 2007 to more than $4 billion in 2011. That represents a fivefold increase in per-viewer spending, from $3.59 per viewer in 2006 to $23.50 per viewer in 12011.2
Introduction
The trend is clear. Marketers find Internet TV an effective way to reach and engage their target audience. And because video lends itself so well to rich media and new advertising opportunities, Internet TV commands significantly higher ad rates than traditional web advertising. Media companies and web properties recognize this promise and are racing to get video online.
Simply having video on your site, however, is not enough to capture advertising dollars. You need a comprehensive strategy that begins with an understanding of the fundamentals of Internet TV advertising.
In this white paper, you'll learn the key ingredients of Internet TV advertising and the steps you can take to achieve success with your video advertising:
Set a strategy that works for your content and audience Choose the right ad formats and placements Determine your insertion policies Establish your targeting plan Experiment and test Implement your strategy successfully
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Strategy FactorsDifferent audiences, different genres, and the type and length of content command different advertising strategies. When Set a Strategy that Works for setting your strategy, consider the following factors:
Your Content and Audience User ExperienceA good user experience increases visits, and ultimately, creates more advertising inventory. You'll want to strike a Your Internet TV advertising strategy goes hand in hand balance that maximizes advertising revenue while maintaining with your online video strategy. Before determining an optimal user experience. Some companies are choosing specifics such as ad formats and impression frequency, ask to limit the type and frequency of advertising against their online video initiatives to focus solely on building audience. yourself why you want video on your site. While you may This strategy, however, may backfire since users may rebel want to generate advertising revenue, you probably also when advertising is ultimately introduced. The best approach want to increase unique visitors, time spent per visitor, and is to introduce advertising that fits with your video offerings repeat visits to your site - all of which relate to growing and the rest of your site experience.your audience. Audience InterestThe higher the audience interest in the video, the more Just as your online video strategy focuses on your audience, intrusive its advertising can be. If you have exclusive and high interest content, viewers will sit through more frequent and so, too, should your video advertising strategy. The fact is, intrusive ads. If the content is low-interest, however, viewers video increases revenue opportunities throughout a site, will have less tolerance for ads, and will be more likely to click not just within the video. Focusing solely on advertising away.opportunities within the video window fails to capture the Type of Videofull value created by integrating video within your website. User-Generated or Professionally Produced. Marketers are eager to take advantage of the explosive growth of user-A more effective approach is a plan to monetize the generated content, but most brand marketers are more comfortable associating their brand with known, or trusted, audience you're building at your site, not simply the video. content. If your video content is largely user-generated, think Your plan should include advertising throughout your site, about advertising opportunities outside the video window, within and outside the video window. Ad sales opportunities and consider performance-based advertising instead of brand-building campaigns.include video ads, banner ads, text ads, sponsorships, placement in content, and branded content. When Episodic or Snacking. Episodic videos are generally longer, calculating ROI for your online video initiatives, be sure to and tell a story over multiple episodes. Snacking videos are usually shorter, and don't necessa... [download for more]