Your monumental response! It’s flattering and helpful all at once!
I really wanna take a second to express appreciation for all of you who wrote in on the last post about video monetization. I’m far from done with my research, but I have a whole load of links and companies to investigate now. I’ve also had an opportunity to speak with heads and representatives of a lot of the top ad monetization groups out there. I’ll disclose a bit of what I’ve found, but I’m saving the bulk of what I’m coming across for a special episode of RizWords and a very special blog post here on this site.
I spoke with a fellow named Chris over at Brightcove (the company currently serving up video for the site) on the ad monetization opportunities with his organisation. As it turns out, BrightCove’s much lauded monetization program performs way below my expectations. Let’s chat about my expectations for a second, and then we’ll get into what the internet ad world is shaping up to be.
I must admit that when it comes to video content, it’s not my original home. My new media experience starts out in the text space (blogging), then moving into streaming audio, then to podcasting, and then to video. I’m not a neophyte to the industry, though, by any means. Last year, I produced the successful video podcasts NewsCube (with J. Douglas Barker) and RunTime with Luke and Laney over on the PoddedMeat Network. We had a good run with those shows, and at our peak viewership reached around 60,000 folks per episode.
The problem was, at the time, there were no real avenues for easy monetization. This is chief amongst the reasons I’ve gone back to audio podcast production with Art this year. In the audio space, the industry average you should get in monetization is around $30 CPM. In reality, your mileage may vary between $10 CPM up to as high as $60 CPM. Given the much greater power of videos to convert to sales and exposure, I would say that doubling those CPM’s should not be outside the realm of possibility.
Now there is. Back then: too bleeding edge. Now: not so much. A cursory web search pulls up around 10 or 15 companies that monetize video content, and a deeper search through industry blogs turn up about 5 or 6 more.
My initial research, though, which is what you’re reading through this tripe to find out about, focused on the two biggest names in video monetization: Revver and BrightCove. BrightCove is broadly lauded around the blogosphere as one of the most advanced video sharing players that offers monetization, which is what attracted me to it in the beginning. It’s ability to create channels and autoplaying embedded videos, not to mention the detailed reporting features, are what attracted me to it in the first place. Indeed, all of those features definitely live up to the hype.
However, after speaking with their ad department (a notoriously difficult department to get a hold of), I was somewhat less pleased with the options available to me. Here’s what I found:
- If your ad traffic is less than 10,000 title plays per month, your content should be monetized by CPC.
- If your ad traffic is greater than 10,000 title plays per month, your content is monetized at $8.00 CPM with Pre-Roll and Post-Roll ads.
- Stats are calculated once a quarter, and payment is recieved within 30 days of stats calculation.
Understandably, these statistics disappointed me. And episode of RunTime from last year was at least a five-person operation, and involved about 13 hours of pre, actual, and post production a week. At our peak traffic level we’d be receiving around $480 per episode. Granted, that’s real dollars, but for the amount of work and people involved, per person take home would be in the neighborhood of $100. I’m not sure about you, but I can’t live off $100 a week.
So, I turned my lonely eyes to Revver. They promise, in their press releases, around a $30 CPM. I’ve contacted the company a few times to get more information, and in so doing was less than successful. Finally, I uploaded an clip of Iris and I singing Love Shack at some karaoke night a few months ago in an attempt to manually test their monetization. It didn’t make it past their censors, even though all ASCAP fees had been paid by the karaoke purveyor, they weren’t comfortable putting it up on the site. But, I did get a response from a real human being, and I’m using that open line of dialog to work my way up the chain of command till I get to speak to someone in charge of monetization.
That’s where I’m at currently with those two, but I do have about 20 other companies I’ll be posting a review of next week, so stay tuned for that. Thanks for all your help, folks!
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