I was catching up on Supernatural (Guilty as charged, I
don't care. Jensen
Ackles will be a big star someday, but I digress.) And something
happened that I have been expecting for a long time. I witnessed the
first online video commercial pod. Two :15's back-to-back.
Now the CW's video player is one of the worst video players out there (TNT, you
are worse, but again I digress), and other than the Gossip Girls none of their
shows are all that buzzy (they
even tried to kill that, but yet again, I digress). And now the CW is
trying to mix up the current pre-roll and single :15 pod length formula.
Sure, their moves across the board show that they are out of step with premium
online video eco-system. But, in a bad-for-the-viewer,
good-for-the-industry kind of way this is good news long-term for online
video.
In the beginning (and we are still in the beginning, folks) fewer ads were seen
as necessary to spur online video viewing, but as people get accustom to
watching online and the market matures, expect longer and longer ad pods, until
they reach parity with TV. This is expensive content to produce, and
CPM's aren't high enough to make up the difference between TV and online pod lengths.
Enjoy the relative lack of advertising for premium content online while it
last, because today's environment is not a sustainable business model. In
2008 nearly 80% of
internet users watched video online. The Wall Street
Journal states that 90% of broadcast shows and 20% of cable show are available
online. When the Wall Street Journal says it is socially
acceptable to cancel cable for Netflix and online alternatives, hold on to your
butts.
Simply put, more than anywhere, balance sheets abhor a vacuum. When Jeff
Zucker, CEO of NBC says, "We
can't trade analog dollars for digital pennies", he isn't kidding.
Enjoy the relative ad free world of online video, cuz it ain't getting any
better moving forward.
Why Gravy?
As marketing people we're constantly asked the same question by developers and publishers, "I've got great traffic, but how do I make money from it?" Our experience is on the supply-side of the revenue stream- advertising agencies and media companies. We know what brands, and their agencies, want for their money. And so was born Gravy, the digital revenue consultancy. Gravy helps web start ups, publishers and digital brands figure out how to create income without diminishing user experience or dilute a brand's DNA. In fact, if done right, Gravy can actually improve the utility of your property and enhance user loyalty.
No. Bill Gates does not need Gravy. But Gravy can be helpful to Web 2.0 start ups, online publications and digital brands. Basically any online idea that brings people together can use a little Gravy.
Gravy is the sum total of four experts in the field of online media planning, creative and production. Altogether that's 60 years of experience in a field that didn't exist 10 years ago. We know what works (and doesnt). We know how advertising agencies, media companies, marketers and production companies operate. We know who to talk to and how to get deals done. Our clients included Volkswagen and Burger King. In 2006, we bought one of every 16 online video banners in the U.S.
We're pretty systematic. We take it step by step until we get you to the finish line. And you don't need to buy the whole program—stopping at any point will put you ahead of your competition. But we recommend the whole Gravy treatment for best results.
Gravy is as close as your smartphone.
. Call us at (612) 374-2000.
. Or email us at info@gravyrevenue.com
Leave a comment