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Monetizing Digital Video
A lot of people video blog just because they feel like it. What IS a video blog? or a videoblog or a vlog or…. don’t ask! :D There are as many definitions for a video blog as there are _names_ for video blogs. Some people consider any video that’s placed on the internet eligible for the title “video blog”. Most simply, Steve Garfield would say “A video blog is video on a blog”. :D So expand your idea of what a blog is to include a video… ANY video, and there you have it.
Does that make someone that has a blog with videos on it a videoblogger? Again, don’t ask! There’s the issue of what kind of videos are on the blog. Is it video of kids falling off of skateboards? A cat playing with a ball of string? A scripted, weekly comedy show? Citizen journalism from the streets? Someone sitting alone in their room talking to their iSight as if it were a real person they were having a conversation with? Is it made by individuals? Is it made by companies that were formed and funded with the sole object of delivering video content on the internet? is it made by a television studio as an afterthought or addition to their actual television shows? Do all of those count equally as “video blogs”, assuming they meet the base qualification of being “video on a blog”?
What about production values? Does the audio have to be good? Does the video have to be steady? Does the editing (if there is any) have to be decent? Does the video have to show something about you or your environment? Does it have to mean something to anyone? Who’s watching it? Friends? Family? People you don’t know that live in other cities, states or countries? What’s your responsibility to your viewers? Do you make videos with the viewer in mind or only yourself, and if they don’t want to watch, they can “change the channel” by clicking on a different link?
See what I mean? :) Don’t ask. Let’s just assume that there’s something called a video blog, and lets assume that it’s “video on a blog” like Steve said.
Now, lets assume that someone has this video blog and they want to make some money from it. They have a few options. They could get sponsored by some group, in which case they are paid to put their show on regardless of how many views/hits/clicks/whatever they get. They could sell advertising themselves and include the ad in their actual video. They could have advertising on their web page and not on the video at all. They could place their video on a hosting site that features revenue-sharing.
If you post video to a revenue-sharing host, the basic deal is that the host makes arrangements with advertisers to pay them to place ads on their site or on their videos. The “sharing” part comes in when the host offers content creators (the people actually uploading the videos) a percentage of the money that the host gets from the advertisers which happened to be generated by a video that that creator uploaded. There are wikis on the technical aspects of this, including “cost per impression” (cpi), “cost per action” (cpa) and “cost per click” (cpc). You might get paid if the advertiser’s ad is seen. You might only get paid if the ad is clicked on by whomever views your video. You _might_ only get paid if someone clicks through AND buys something from the advertiser. Even then, “getting paid” depends on you getting enough credits to get over a certain amount of currency, say $20, because it doesn’t make sense for companies to send out individual checks for 15 cents each to thousands of people.
Once you’ve decided on a host, you need to decide (assuming you GET to decide) how ads are run on your videos. There are several options for this, the basic ones being pre-roll, post-roll and mid-roll.
Pre-roll means that the advertisement comes on before your video plays. You will hope that this video is really short, because people are going to tune out if they decide they aren’t willing to wait through advertisements they didn’t ask to see when they clicked on your video. Then again, that might not matter if you get paid just for showing their ad. Since it’s in the front of the video, the viewer already saw it, so you get paid, right? Well… maybe. It depends on what the host considers a “view”. If “view” means that someone started your video, then you’re good. If “view” means someone COMPLETED your video, and they tuned out because of your pre-roll ad, you lose. :)
Post-roll means the ad comes on after your video has played all the way through. The risk there is that the viewer won’t watch all the way through. Once they get to the end, either you get paid when the ad shows up, or you get paid if they click through or you get paid if they click through and buy something.
Mid-roll means the advertisement comes on while your video is still playing. Mid-roll can be absolutely ridiculous, depending on how it’s implemented. I saw a mid-roll ad that took up the whole screen of the video AND replaced the audio like a regular commercial that comes on television. When the ad came back, the video had been running the whole time, and whatever was said during the time was completely lost. It happened to be on an interview show where the accomplishements of the interviewee were being listed. That kind of mid-roll doesn’t work, because they just throw the ad in anywhere. If you don’t care about your content, however, it doesn’t matter. If you weren’t telling a story anyway, and it doesn’t matter to you when sections of your piece are obscured, then it’s fine. As an editor, I can tell you that A LOT OF ATTENTION is paid to where we go to commercial, how many times we go to commercial, how we go to commercial and how we come back to the program from commercial. Throwing up full-video-sized advertisements just anywhere is completely horrible and ruins immersion.
There are other forms of advertising while your video’s being played. There might be visual advertisements that don’t take up the whole screen and don’t obscure audio at all. There might be ads that don’t run on your video but next to your video the whole time it’s playing. These ads might be animated or change every few seconds. I find these types of ads REALLY annoying, because the motion pulls your eye from the video content and ruins immersion. Once again, this choice is good for people that don’t really care if someone’s watching their video or not. If they’re using the video to get your eyes on their advertisements… mission accomplished.
Personally, I’m a sponsorship fan. There’s too much business involved with monetizing video for it to be worth ANY of my time to deal with it. The more time you spend trying to advertise your videos, the less time you spend MAKING those videos. :) I’d rather leave it to the hosting site, set it and forget it. Also, unless you know A LOT of kids that fall off of A LOT of skateboards, you’re not going to be creating consistent viral video…. well… unless you’re one of these video thieves that steal other people’s content and re-post it… but that’s another issue entirely.
Bill Cammack | New York City | Freelance Video Editor | alum.mit.edu/www/billcammack
2007 Broadband Emmy Awards
NATAS + MySpace = 2007 Broadband Emmy Awards
National Television Academy press release
LOS ANGELES – January 8, 2007 – MySpace, the world’s leading lifestyle portal, and the National Academy of Television Arts & Sciences, presenters of the coveted Emmy® Awards, today announced they have joined forces to honor premium broadband content on the Internet. MySpace will serve as the exclusive online partner of the Broadband Emmy Award submissions, empowering video producers and filmmakers to submit self-generated content for consideration through the official MySpace Emmy profile at http://myspace.com/MyEmmy.
The National Academy of Television Arts & Sciences debuted its first Emmy Award for content distributed via broadband and portable delivery last year and honored creators in four categories. This year, The Academy will triple the number, honoring creators in 12 categories in four content areas: Entertainment, Sports, News & Information, and Public & Community Service. In addition, high school students are eligible for the National Television Student Awards for Excellence for broadband-delivered content in all seven student categories. Read entire NTA press release…
Now THIS is going to be interesting. :D
[Full Disclosure: I am a NATAS Emmy Judge as well as an International Emmy Judge]
There are several ongoing debates within the community of people and groups who make videos and post their created content on the Internet. One of them is “what is and what is _not_ a video blog”. There’s another debate about videos posted in “closed” environments vs those posted in ways that make them accessible to whomever happens to be searching the net for video content. A MAJOR debate is what aggregators should and should not be doing with RSS feeds from either content creators or hosting sites.
Yet another daily debate is “what is QUALITY content?” or perhaps “what makes a show popular” or “what makes a show _good_”. The problem, IMO, with making distinctions about what constitutes a popular show is that depending on where you look and how you look at it, shows that get similar amounts of hits can be spun to look like either one is more “successful”. There is no agreed-upon site that can actually track site date consistently and accurately.
This makes sense, because there’s no bottleneck… Meda that goes to the internet goes straight out. It doesn’t have to go through EPs, producers, editors, quality control, legal, studios, stations, channels, local distribution points, cable boxes, televisions. There’s nowhere you can go and say “this show delivered 80,000 units through here and that show delivered 50,000 units, so the first show has more viewership for this period.
On top of that, there are several ways to get data from a site. If someone goes to my web site, they might view a page and then not view the video. They might open the page but not read anything on it at all. They might bypass the main page because they linked to a permalink for one post. They might not hit my site’s pages at all if they subscribe to my videos in RSS. They might not hit the RSS more than once if they are downloading the videos and watching them offline. So… if one site uses page hits to judge popularity and another site uses video downloads, they’re going to see things completely differently, even looking at the exact same site. If you have to have a particular widget installed to count in the rankings, you can forget it entirely as far as accuracy. Anyone who hits the site without being “part of the program” doesn’t count in the stats.
Anyway, I doubt the 2007 Broadband Emmy Awards will have anything to do with page hits and downloads. The Emmys in general are about quality content and quality production values. That’s what makes this contest interesting. MSM (Main Stream Media) is now getting involved in putting clips on the internet in mass quantities. All of a sudden, there are videos on MySpace with laugh-tracks. :/ All of a sudden, a “new” show appears with 30 episodes uploaded on the same day! :/ Reading the eligibility requirements for the MySpace contest, “Repurposed material originally produced for traditional media is not eligible”. That’s good, because cutting three minutes out of a professionally produced, shot and edited piece shouldn’t put you in position to compete with someone that made their video specifically for the internet. That doesn’t mean the internet piece isn’t well done or professionally produced, but it’s apples vs. oranges.
The first category open for submissions is “Entertainment”. It’s open right now, and “News & Documentary” opens on Feb. 26th. They both close on March 26, and finalists will be notified in April.
As usual, make sure you read the fine print in contests or even when you choose a hosting service to upload your videos to. Check out these terms of service in The Rules of the MySpace My Emmy contest:
By entering the Contest, you grant Sponsors a perpetual, fully-paid, irrevocable, non-exclusive license to reproduce, prepare derivative works of, distribute, display, sub-license, exhibit, transmit, broadcast, televise, digitize, otherwise use, and permit others to use and perform throughout the universe the Material (including without limitation, the underlying intellectual property therein to the extent necessary to exploit Material) in any manner, form, or format now or hereinafter created, including, but not limited to, on the Internet, and for any purpose, including, but not limited to, advertising or promotion of Sponsors and their services, all without further consent from or payment to you. The completion, expiration and/or termination of the Contest shall not affect Sponsors’ rights regarding Materials or Sponsors’ other rights hereunder. Sponsors shall have, forever and throughout the universe, the right to use such Material in any manner as determined by Sponsors in their sole discretion, including without limitation, the right to make changes, alterations, cuts, edits, interpolations, deletions and eliminations into and from such Material and the right to package such Material with those rendered by other Entrants in connection with the exploitation of such Material, all without further consent from or payment to you.
That’s fantastic! Look how progressive those terms are! Throughout the universe! :D Wow! They must know something we don’t know about pending space travel. Anyway… here’s the link to the Broadband Rules from MyEmmy.TV. If you’re willing to pay the $400 entry fee, you can skip all the TOS shenanigans and soul-selling.
The MyEmmy.TV page also includes the Judging Procedures & Criteria:
JUDGING PROCEDURES AND CRITERIA:
Content, Creativity and Execution are the primary standards for judging. Each criterion is given equal weight.
Judges will focus on the clarity of presentation of information, as well as the visual impact of the entry. Judges can also give weight to the entrant’s utilization of “broadband†capabilities, (e.g., interactivity, and viewers’ choice of images). Although any entry originally produced for “broadband†transmission is eligible to compete, the more the web’s capabilities are demonstrated in the production, the better the chances may be for winning.
Advocacy and presentation of strong points of view are eligible for award consideration. “Self-published†work by individuals as well as production entities is also eligible for consideration.
All “Broadband†entries/URLs will be viewed at home and judged in one round to determine the nominees and winner. Judging panels will consist of content experts rather than technicians. There will be separate panels for each category, although there may be an overlap with some judges serving on more than one panel. Judges vote via secret ballot using a scale of 10 for the highest and 1 for the lowest rating in each area (Content, Creativity, and Execution), for a total of 30 possible points.
OK… So I see what’s going on now. :) Myspace is holding a contest in which the winners will be sponsored to the official Emmy competition. There are going to be two levels of judging. You can skip one level altogether by paying the entry fee and going straight to http://www.myemmy.tv/ . If my understanding after skimming the official entry rules is correct, as long as you made your content specifically for the internet, any level of professional involvement, time or money spent on the project is fine.
I’ll be interested to see what MySpace promotes to entrance in the actual Broadband Emmy Awards. Let’s see if any of the “mom & pop” user-generated content gets the nod over studio-produced work. I’ll refrain from mentioning any shows that I think could compete favorably… VERY favorably in the competition, just in case my region is involved in the judging and asks me to participate.
Either way, I think both the MySpace contest and the official Broadband Emmy Awards are fantastic ways for content creators to gain exposure and/or accolades. It’s definitely worth considering entering… whether it’s a video that was already done (since March 2nd, 2006) or one that you’re planning up until April 2007.
Bill Cammack • New York City • Freelance Video Editor • alum.mit.edu/www/billcammack
Videoblogging Careers
Response to Penelope Trunk’s article on videoblogging as a career.
Penelope: I understand your point about your blog being about careers. As someone who was pointed to this page directly, having zero context for your statements, I read the title literally: “Thinking of video blogging? You should probably forget it.” and that’s what I responded to.
Had the title been “Thinking of video blogging _as_a_career_? You should probably forget it.”, I would have agreed with you along the “don’t quit your day job” lines. :) One of the most technically well-done videoblogs/shows that I’ve seen is Galacticast, and Rudy still has a day job. I can only think of two situations where an independent production company created a videoblog and got picked up and funded to the point that they can call that their career. I’m sure there are probably a couple more, but I’m not aware of them.
In the context of a career, the ‘problem’ with videoblogging is convincing someone that their money is well spent funding YOUR collection of videos on the internet. To do that, you would have to convince them that you had X viewership, and that the ROI is there from your viewers to justify them sponsoring you. I don’t think there’s enough data yet for anyone to speculate on which videoblogs are going to be financially viable. It’s all a gamble.
For instance, television is based on advertising. So many people own televisions. So many people subscribe to cable. So many people are known to watch X television show. Stations can use this to sell advertising space during their 30-minute or 60-minute shows to companies attempting to sell to the demographic that watches their show. That’s what the advertisers pay for. They pay to get their product in front of X eyes every Tuesday night @ 9pm.
Without concrete ideas about potential ROI, there’s no incentive for anyone to fund a videoblog, so the concept of videoblogging as a career is currently a longshot.
… currently :D
Halloween Videoblog Festival 2006
I’m going to see what I can come up with for the Halloween Videoblog Festival 2006.
Zadi & Steve of smashface.com and jetsetshow are organizing the festival, which is happening on Saturday, October 28th, from 7pm-11pm at the Yahoo Campus in Santa Monica.
A lot of other videobloggers & sponsors are involved, so it should be a pretty sweet event! :D
