I just returned from San Francisco where I attended the Streaming Media West conference last week. I participated on a panel moderated by Dan Rayburn (I filled in for a colleague from Time Inc ..a Mr. Scott Williams).
The questions, all video related, revolved primarily around 2-3 themes. (1) What is the business model for video and how are companies (tech or publishers) making money…ie what are the CPMs, (2) is technology or the infrastructure holding back the evolution of the offering and (3) does the growth of the industry and offering suffer from demand (ie not enough eyeballs) or supply (not enough content companies producing videos (due to expensive offering, lack of monetization opportunities, etc). Summary below of the topic and participants.
Session: Beyond Pre-Roll, What’s Next for Online Video Advertising?
Despite all the talk of how well online video advertising works and the projections of it being a billion-dollar business by next year, whether or not content owners and portals are actually making any money is still open to debate. How has the shift in ad budgets from TV to the Internet affected the online video advertising industry? Which type of advertising works best online: pre-roll, post-roll, in-stream, sponsorship, or all of the above? Does revenue come with the audience, or will a sudden spike in popularity sink your production under a mountain of bandwidth costs before you ever get a chance to swim? Come hear the factors that are affecting the current business models for online video advertising and the hurdles that need to be overcome to truly allow content to be monetized on the Web.
- Moderator: Dan Rayburn, Executive Vice President, StreamingMedia.com
- Brad Murphy, VP, Business Development, Revision3
- Chris Hock, VP, Product Management, BlackArrow
- Dan Scherer, VP, Publisher Relations, Tremor Media
- Jason Schaeffer, VP, Business Development, CNNMoney.com
Track: Track B:
Wednesday, November 07, 2007
1:45 PM – 2:45 PM