Existing Web sites that incorporate video see lower bounce rates, higher levels of engagement, and more repeat traffic. This increases the value of the non-video portion of the site, driving up eCPMs for more traditional display advertising.
And that's important because the IDC forecasts that the real market for online ads is emerging and will grow sevenfold by 2012, hitting $3.8 billion domestically. As I’ve stated many times before in articles, blog posts, presentations and meetings: The digital dollars are there. The question is…Are you getting your share? Increasingly, video will contribute to online content generation, but more importantly, REVENUE generation.
Twistage CEO David Wadler shares his insights in a good how-to article outlining points to generate dollars from video on your website at AdAge.com. Not only does he highlight the fact that the inclusive of video on your website helps to lift the revenue you can generate from other display pages, but there are more great tips to help you generate revenue with video too, summarized as follows:
- Sponsorship: Offering sponsorships of the player, a series of videos, or perhaps even of the entire video experience can be a compelling option for a brand advertiser.
- Focus on the audiences your brand can pinpoint
- Balance your zeal for monetization with the quality of the user experience
- Create great content. The better your content and the more engaged your audience, the higher eCPMs will be for your videos.
Thanks toMark Ramsey for sharing this article and his summary with me. Click here to see David’s full article.