Moving From Monetization to Profitability
Finding effective ways to monetize online video has been a thorn in the side of most video publishers. There are, of course, several ways touted as effective monetization strategies: pre, mid, and post-roll advertisements, subscriptions, and pay-per-view models – each with its own advantages and pitfalls.
Whatever model an organization chooses to utilize, how can it ensure that its monetization strategy sits well within the borders of profit? As an industry we discuss again and again how, why, and if online video can be monetized. (I won’t get into those discussions now; that’s for another post.) But how often do we talk about profitability? Or how organizations can drive profit using online video?
For smaller companies who may be using online video or marketing or brand awareness purposes, covering delivery costs using a monetization strategy, or off-setting those costs with increased sales, might be enough. But for larger video publishing organizations, online video may soon become a part of their lifeline. Profitability, especially for these organizations, is vital.
In the current ecosystem, it’s difficult for these organizations to effectively discern whether or not their online video is really making them any money. Throw in the large amount of time and resources it takes to analyze their online video initiatives, and media publishers find themselves between a rock and a hard place: continue initiatives with very little valuable or outdated analysis or throw more time and money out the door.
In an effort to help solve this problem for media companies – of all sizes – Unicorn Media now offers its real-time analytics as a stand-alone offer. Our ground-breaking UMedia Analytics™ is now available for any platform. Now any content owner has the ability to gain valuable insight into the performance of their online media assets and make changes that affect their business – on-the-fly – driving profitability within the organization.
In an announcement made this morning, Colin Dion of The Diffusion Group, stated:
“One of the barriers to content monetization and optimization is not the availability of analytic data; it’s the application of that data in real time. Tools such as Unicorn Media’s real-time analytics allow content providers to know instantly what’s working and what’s not – taking the guess-work out of content delivery.”
By giving content owners the ability to create search criteria on-the-fly, drill down on a specific piece of content, then use that information to change ad content or set new business rules across multiple platforms, Unicorn Media helps move media publishers from guess work to action. By empowering organizations with actionable information, UMedia Analytics™ truly helps content providers and media publishers move from monetization to profitability.
View the full release here.
