5 Tips for Monetizing Online Video Advertising
The use of online video is rapidly becoming mainstream for publishers as well as advertisers. Yet, publishers are still trying to figure out how best to capitalize on this trend and balance how much advertising in your video content is too much and annoying to the viewer.
The Mequoda Group, LLC is an online publishing and consulting company devoted to helping publishers of all forms master the Internet. Adam T. Sutton, managing editor, Mequoda Group, often blogs and writes articles for Mequoda Daily, a free e-mail newsletter, blog and RSS feed that sends five tips a week to more than 6,000 subscribers. He suggests that, especially now because of the increasing popularity of online video, it is important that publishers learn how to monetize this form of advertising.
“That popularity has caused more online publishers to offer video, but unfortunately a best practice for online video advertising has not emerged, yet. Research is still required for publishers to find the ideal video ads that will generate a high response rate for sponsors ….”
Sutton says that publishers that can achieve that delicate balance will continue to attract Web site visitors and high-paying sponsors.
“The best thing publishers can do when trying to monetize online video is to keep their audience’s needs in mind,” he says.
Publishing Executive Inbox asked Sutton for advice on keeping the audience’s needs in mind, and he offered the following five tips:
1) Don’t frustrate the audience.
Avoid ads that are going to frustrate your audience, no matter how much a sponsor is willing to pay for them. It is easy to be blinded by big dollar signs, but don’t forget that your ad revenue is a function of your audience size. If you drive away your audience with annoying, irrelevant ads, then the ad revenue is going to dry up. The goal is to find a balance that keeps your audience and your sponsors happy.