Monetizing Video Search

I think Aaron Goldman has it right in this MediaPost article.  Pre/post-roll ads probably aren't the right vehicle to monetize online video.  It's like applying the previous generation's solution to today's technology.

The scrolling ticker approach he mentions is a far better solution.  It still seems less than perfect, but it's definitely more effective in the "lean forward" online environment, as he characterizes it.  In fact, I like the ticker approach so much that I suggested it as a possible solution for DVR ad-skippers here.  And again, who says TV shows have to remain 30 or 60 minutes long?  Why not have 3 in an hour, especially if 22 minutes of real content is all you normally get in a half-hour slot?

Comments

[Michael A. Banks]

Three shows in an hour is a grand idea, whether the hour is filled with three episodes of the same series, or a mix of series.

PBS could do this, but the network and the local stations seem to feel obligated to fill in the time following a 20-minute show with promos for upcoming programs (plus the odd Toyota commercial). It gets annoying seeing the same promo over and over. Heck, they could run a ticker now and then that carries upcoming program listings and thank-you's to Toyota. The revenue would probably drop with the reduced exposure, though.
--Mike
http://www.michaelabanks.com