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Perspectives from PLAY: Monetizing Online Video

Online video monetization has been and continues to be a very hot topic. For evidence, look no further than last year’s panel at the Brightcove PLAY customer conference, Video Monetization: Perspectives from Print, Broadcast & Web Media. The discussion, which took place in front of a packed room at the Boston Seaport World Trade Center, featured insights from online video experts representing Rainbow Media (now AMC), Hearst Interactive Media, Legion Media, and Gannett Digital, along with a case study using the Sony Pictures film, “Takers.”

The video below features highlights from each speaker’s presentation.


Gannett’s Kate Walters kicked off the session by explaining how the publisher is able to command $50 CPMs for pre-roll video on its local sites thanks to a redesign of its newspaper and broadcast sites along with a focus on promotion. Gannett’s efforts also increased year-over-year video views by 82%.

In an extensive integrated marketing campaign to promote “Takers,” Sony Pictures introduced the concept of the “bro,” or browser overlay, according to John Sasso. The bro featured the film’s trailer on a Brightcove player that appeared on top of a viewer’s web browser, along with information on a related contest that engaged 30,000 entrants leading up to the opening of the movie.

Addressing best practices in video indexing and monetizing existing content, Mike Cagnazzi from Rainbow Media (AMC) explained how the organization leverages recaps and supplemental content to attract viewers. Once engaged, Rainbow utilizes a strong focus on discovery with highly relevant search and recommendation results to keep visitors on site.

“The future of media” was the theme of Hearst’s Mike Dunn’s presentation, during which he stressed that publishers need to be aware of where the web is going, not just where it’s been. To that end, he noted the opportunities and challenges presented by developments such as IPv6, which will allow content owners to deliver video to a whole new world of video-enabled screens, such as those that could be found on refrigerators, for example. Dunn also urged publishers to do a better job of “metadata-enabling” content, which will lead to better SEO, advertiser reception and, ultimately, CPM.

Brightcove PLAY 2012 promises to expand on the wealth of information presented at last year’s sold-out conference. Taking place June 25-27 at the InterContinental Boston Hotel, PLAY 2012 is drawing Brightcove customers, partners, and digital media experts from around the world for three action-packed days of hands-on learning, in-depth strategy sessions, next-generation product demos, all-star keynotes, and networking.

For more information and to register for Brightcove PLAY 2012, visit