It’s safe to say that you have already heard a great deal about the importance of original video content and how is swiftly becoming an essential tool for online publishers to engage and monetize the waves of traffic visiting their websites.
Video content is proving to be more visually dynamic than simple textual content (e.g., news articles, stories, blog posts) in how it creates an additional element of stickiness for visually pleasing and engaging users and as a result, further elongating their visits and overall consumption of content on websites.
Despite the clear benefits for having video content, unfortunately a vast majority of publishers are not creating original videos and showcasing them on their websites. From our view, what is really holding this large bloc of publishers back from producing high quality, timely and engaging videos are the inherent barriers to entry (logistics, costs, manpower, and speed) within video production itself that limits the development and delivery of the content to eager audiences.
Beyond being a highly effective means of user engagement, the fruits of the labor from creating video content’s really benefit lies in its ability to yield financial returns for publishers who use the content to monetize their traffic. Eager programmatic advertisers are willing and ready to pay high CPMs to programmatically distribute their advertisements into the video content.
But very few publishers have been able to take advantage of the situation because they do not have the editorial, technological or financial resources to develop the original content to carry the video advertising themselves.
Typical video solutions that enable publishers to present video onto their websites do not offer the ability to monetize the content, i.e., YouTube. While everyone is in agreement that YouTube content offers very high value to website users, publishers are not able to independently monetize the content from their own traffic because YouTube carries its own propitiatory monetization platform within the content itself for displaying their own in-stream advertising.