All I Want for Christmas is a Way to Dynamically Deliver Ads into Quicktime Videos for FREE

So I was thinking about what I want for Christmas this year and the only thing that popped in my head was that I want some technology. I want the really cool kind of technology that Volo, Podaddies and Castfire have to deliver dynamically inserted ads into Quicktime Video and I would also like this technology for FREE. Then maybe as a stocking stuffer I could go for some hip ad networks that have advertising inventory that they want to deliver to people who watch videos on their iPhones and iPods.

"Tim, the research, programming, hard work, sweat and tears that went into this technology is worth something. Why would you dare ask for it for FREE?"

That's a good question and here's my answer.

The current rate card for these technologies run at about a $5 CPM to dynamically deliver ads into Quicktime video. If I want to build out my inventory, get it up and running and test it with my own promos, cross promos from my friends or even run some CPA ads I can't afford a $5 CPM because I deliver too many videos and I would go broke.

"Well you have to spend money to make money Tim."

Yes you do, but you don't have to spend money on technology that won't pay for itself.

"But Tim, it will pay for itself. If you install it advertisers will come."

OK, then how about you install it for FREE and let's watch the advertisers come?

Well, I ah, I'm going to need to, ah let me talk to my boss.

OK. While you are talking to your boss I'm going to talk to some friends of mine on the Internet and find out how close they are to finishing video ad insertion for Quicktime that will run on the Open X banner ad server I installed FOR FREE to deliver banner ads on my site. Cause there are several people working on it.

Hey Chris Pirillo how is your little video ad insertion project coming?

How do you get the word out about your online video series?

So you've created an online video series and it's awesome. Your friends love it. Your cast loves it. Your Mom loves it (Don't forget to find some good gifts for Mothers' Day May 11th). And more importantly, you love it.

Now what?

What plan do you have for getting the word out about your new video?

"Oh, I'll just upload it to YouTube and I'll be famous"

Right.

That's like, "I'll just make an Independent Film and get it into Sundance and I'll be rich."

Yep.

Do you have a blog?

Do you have your own website?

Are you an active member of a Yahoo Group?

Do you have thousands of Twitter or Facebook friends?

Do you have one friend who has all these things?

What are you doing to build your word of mouth marketing network and more importantly what marketing tools are you creating?

Studios and TV Networks finance productions or acquire content and then licenses that content to other distribution channels or send it down their own. They also provide marketing and publicity for their library of content.

Studios and TV NETWORKS market first to the industry and then to consumers.

Every May the Cable and Network TV companies converge on New York and rent out big theaters and halls like Carnegie Hall to hold events that they call "Upfronts."

These conferences are an opportunity for networks to get advertisers and media buyers emotionally excited about current and new shows so that they will spend billions of dollars in advertising.

Each new show will have a new trailer cut for it so that advertisers don't have to watch the whole thirty minute show to decide if they want to buy the advertising inventory. That upfront trailer will then be shown to the packed theater. Sometimes the stars of the show will come out on stage and say a word or two. Occasionally with older shows a heart tugging recap reel will be put together and played for the theater of advertisers to remind them of all the great programming the TV Nework has done. Here's one of those from 2004:



This year, the TV Networks will be presenting online video content to advertisers with the same emotionally compelling creative marketing tools that they have used in television to go after advertising dollars for the web.

What marketing tools have you put together to go after advertising?

If you don't have any marketing tools, you better start thinking about creating some because just having a great video that you believe in and your friends and mom like doesn't mean an advertiser is going to watch it. They don't even watch the TV shows they buy advertising on - even if they have big stars. Why would they waist their time watching your online video series?



If you have any links to your marketing tools or know of some good marketing presentations for other online videos please post some links in the comments of this post.

When Should You Give Your Content Away for FREE?

So when should you give your content away for free?

I say never.

When you are first starting out and you are trying to get noticed one strategy might be to place your content everywhere you can but in that instance you aren't really giving your content away for free, you are using your content for marketing promotion. Another strategy might be to create promos for your videos and post the promos everywhere and keep your videos on your own site.

If you have sponsored content that is baked in, like what we've done with French Maid TV (for GoDaddy.com, iLike.com, Barterbee.com and Tubes), your sponsor may want you to place it everywhere you can and in that case you are not giving it away for free your sponsor is paying you to super distribute it.

After you are a successful online producer and your online videos are being viewed millions of times a month you don't need to give your videos away. Advertisers will place ads next to your videos and video portals like Revver.com and Blip.tv will share advertising revenue with you. Maybe you can sell your own ads on your own site or a copy of your online videos on DVD or a high res version of your viral videos as a download.

But what if you get a call or an email from a website or mobile aggregator who just "LOVES" your show? What if they tell you how smart you are and how clever and funny your videos are, should you give them your videos?

Well, if they have a rev share and they have advertisers and they have other content creators that have already been paid money that you have spoken with, then seriously consider putting your videos on their site.

If they don't have a rev share or they don't yet have advertisers or they won't let you talk to any other content producers who are making money with them and they are not willing to pay you a licensing fee...

DO NOT GIVE THEM YOUR VIDEOS!!!

These guys are calling you because they have two problems:

1. They don't have enough good content

2. They don't have advertisers

They need your content to get advertisers and if you have emotionally compelling content that you give them people will watch it, you won't get paid and they might, I say "might" get an advertiser out of it. When and if they do get an advertiser they will be tired of your content and feature something new on the front page of their site.

Keep your content on your own site unless you are getting something for putting it on someone else's site.

Video and mobile sites are paying their employees to help them find advertisers and if they are using you and your content they should be paying you as well.

So if the emails and calls start coming for your wonderful funny online videos that they "LOVE" don't give your content away, ask them if they have a rev share. Ask them if they have advertisers. Ask them if they have other producers who have already been paid. If they can't give you any of that ask them if they would be willing to pay you a licensing fee. Depending on how popular your videos are you might ask for $500 a month you might ask for $5000 a month. Maybe just ask them if they are willing to pay something and then start negotiating from there.

What do you have to lose?

Expanding Your Brand

French Maid TV is known for "How To" videos by French Maids where hot sexy girls dressed as French Maids take products and services from sponsors and explain to young men how to use them. French Maid TV has about 1 million downloads per month of our funny / sexy videos but finding sponsors takes a lot of time, money and effort because the marketplace for this kind of advertising isn't built yet and not every potential sponsor wants to have their brand associated with sexy French Maids.

While the online video integrated advertising marketplace is building I thought I would try a few new things with French Maid TV by creating new non sponsored videos to take advantage of the few online video advertising monetization options that have already come together. I also thought this might be an opportunity expand the French Maid TV brand along the way.

The first new type of video is French Maid Magic which is a new series of Magic Tricks by French Maids. The second thing is the above video 1 Minute Maid which is the first in a series of funny and sexy video profiles of the French Maids.

I've spent a lot of time on the phone doing sales calls to get integrated sponsors for "How To" episodes of French Maid TV and it took me awhile to realize that the marketplace was just not coming together fast enough for me. Instead of giving up I thought I would create some videos that were not "How To's" and I would attach advertising solutions that are now coming together.

I'm currently working on deals with online video advertising networks to add pre-roll, post-roll and overlays to these new French Maid TV series but it's very slow going dealing with contracts and legal departments. That said, I've always found that whenever I post a new episode of French Maid TV in our video podcast feed on iTunes new business opportunities come my way through unsolicited emails. No, I'm not talking about the Nigerian Generals who need bank transfers. I'm talking about real deals for distribution of French Maid TV on other platforms and potential sponsorship deals. So rather than wait for the pre-roll / post-roll overlay deals to be in place I thought I would post these new non sponsored videos and see what new business oportunites come my way.

I've spent the last few months redesigning the French Maid TV website and I (don't laugh) used Apple's iWeb to do it. I also installed and built out a banner and text ad server using OpenX to deliver IAB standardized ads from different banner ad networks and affiliate marketing networks.

In addition to all this we created a new Gift Shop using Zazzle where you can even make your own T-Shirt .

With social networks all the rage we have created a new community area but at this time it's invite only while we work out the kinks. I hope to have it open to the public soon and make it so that people can upload their own French Maid auditions and post response videos to our videos. All in good time.

If you would like an invite send an email to community at frenchmaidtv dot com.

The New Digital Gatekeepers

It used to be that movie studios and TV networks were the gate keepers to creating video content and distributing it. Now there's a new gatekeeper in town and his names not Gozer. But it's close.

Ealier this month when Google paid 3.1 Billion for Doubleclick (remember Google paid 1.7 Billion for YouTube) it became the new gatekeeper to video entertainment and required some people to eat their words. Well not entirely, but on a large scale. How is Doubleclick/Google the new gatekeeper you ask? Relationships and technology, that's how.

Doubleclick is the Internet display advertising giant, they have the best systems (DART) and the best relationships with advertisers, publishers and ad agencies in the online advertising business. These are billion dollar relationships with brands and large ad buyers that deal in the emotion of brand advertising. Now, Doubleclick is positioned to do the same for online video adverting.

Sounds great! Just sign me up for Doubleclick. Right?

Well, it's not that easy. Right now as a "video publisher" you have to serve about 5 million video views per month and be willing to spend $5000 per month. So there is the new gate.

There are currently other alternative where you can go to an approved vendor of Doubleclick and pay $1500 per month to use their service but you still need to have the video views to make it worth your while.

How can you expand your online video advertising and grow your views? Maybe by customizing your tool set to automate the video ads you serve. You might even try getting some ideas from Doubleclick and figure out if you can use their suggestions with other ad networks - I mean digital gatekeepers.

That is until Google offers Doubleclick for free. ;)

Get Your Own Video Hosting, Video Player and Stats Reporting

Sure YouTube, Revver, Blip and Podango can make you some money and you don't have to pay for hosting but if you want to get the big CPMs for online video advertising you better start looking for your own video player and hosting. Companies like Yume, spotXchange and ValueClick have the advertisers but don't come with video hosting or a video player and for now, this seems to separate the "Pros" from the "Prosumers." Unless you can swing a deal (like Ask A Ninja did) with an advertising company that will pay for your hosting as part of the deal.

Castfire is one of the hosting/player/stats places that I'm talking with. Do you guys know of any other places that offer video hosting, a video player and do tracking/stats for FLASH, QuickTime and Video Podcasting?

I See the Future

I was going to blog about some new ad technology I stumbled across yesterday but I got some other technology (that Kris Smith introduced me to) and I'm busy building out the dynamic inventory on the French Maid TV website.

So here's the short 411:

Yahoo! has the Yahoo! Self Serve Display

If you have a $5,000 minimum per month advertising budget and want a walk-through of the platform (in order to answer any questions) contact Lindell Bennett at Yahoo! Advertising.

The platform is in pilot right now so it is better to go to Lindell's team for an explanation of the platform and to make sure that it is a good fit for you.

Even though it is essentially a self-service platform Yahoo! will build out a campaign (ads, targeting, etc.) for you and help you manage/optimize it at no cost. You will only be billed for the ads that are served.

I think this type of self-service banner building at Yahoo will someday be applied to video at Yahoo! and Google much like Spot Runner's High-quality affordable television campaigns

French Maid Magic

So I've decided I try a few new things and see how they work. I've redesigned the French Maid TV website (using Apple's iWeb) and I've launched a new series on French Maid TV called French Maid Magic using Revver for the video hosting.

French Maid Magic is shorter than previous French Maid TV episodes, it's cheaper to produce and most importantly it's not sponsored.

I think I've left a lot of money on the table by not creating more episodes and I've also found that when I release a new episode I have more sponsorship inquiries come my way. So rather than spend time chasing sponsors I'm going to try and create more content that hopefully will generate income through attached online video advertising / new ads on the French Maid TV website and bring new sponsors to me.

I'm also trying a few other new things that I will let you know about as well.

Oh, I've also created an area on the site for Media Buyers

Truth in Online Advertising

I'm not sure if you have seen the Jawbone internet video ads or not. I just stumbled across them yesterday. While I find them entertaining I'm not sure I believe that they are really going to wipe out all the noise as advertised.

Do You Love Commercials?

Do you love commercials enough to build a website dedicated to only the best commercials on TV the Web and Mobile? Or enough to go to a website to watch them?

Considering the Context

This morning I went to visit TV Week and had a look at their Viral Video page. Today's 3 top viral videos (as calculated on a weekly basis by Nielsen//NetRatings)were:

1. Body Rock - Blogger Perez Hilton boogies to some Ashlee Simpson.

2. Cat Snatch Fever - This cat wants that cake, end of story.

3. Fired Man imitates the Human Torch Johnny Storm.

Then I thought to myself, If I was a media buyer and I came to this high end site called TV Week - a site that I would think would really know what's going on in online video - and I saw the top three videos were all a bunch of foolishness I would move on thinking online video is not ready for the brands I represent because the top content is pretty poor.

Unfortunately we are not yet out of the time of "spectacle." We as online viral video producers need to raise the bar on the viral video content we are creating. The problem that we run into is that normally to raise the bar producers throw more money at the problem and we can't do that yet because we won't see a return on our investment. Instead of doing that we need to throw more creativity at the problem.

How do we create more emotionally compelling content that can compete with Cats, Farts and Crazy Gossip/Celebrity Vloggers like Perez Hilton and still be inviting to advertisers? We need to focus on simple stories that have spectacle and move more that one human emotion. And if we want to make money in online video advertising we need to consider the context in which advertisers and media buyers are going to be sampling our videos and how those videos are going to be viewed within the context of the media outlets that are going to write about them.

Media buyers don't have time to search the net and watch videos the way we all enjoy watching and sharing videos. Media buyers want to get their work done by doing a great job for their clients and then they want to get home and enjoy some down time. They don't want to help video producers. They want to help their careers by doing well for their customers.

If you see advertising on or around an online video think about why the media buyer spent their clients money on that video, who they are reaching with that video and what is the context. Then think how you can do something better for less money.

This is the Web and It's Going to Murder Your TV w/ Cherry Chocolate Rain

Dr. Pepper, their marketing department and ad agency have hit a home run in my book!

They know the power of the internet, understand what is acceptable to the audience and have created a gem of an integrated advertising video.

Creative team Dr. Pepper has delivered in a big way.

THEY GET IT!

Dr. Pepper has posted a new video mash-up "Cherry Chocolate Rain" Original Song by Tay Zonday on Tay's YouTube page that takes the popular web celebrity and builds upon his success with spectacle and story placing the YouTube Star in his own high end music video singing about the new Dr.Pepper Cherry Chocolate drink.


On his YouTube page Tay says, "Dr Pepper decided to make me a music video to celebrate their new Cherry Chocolate beverage! It was a fantastic shoot and I met lots of talented people!"

Tay also lists credits for the video:

Featuring Mista Johnson http://www.mistajohnson.com

Produced by True Entertainment
http://www.trueentertainment.net

Executive Producer, Shari Solomon Cedar

Director, Jeff Tomsic
http://www.jefftomsic.com

For information on Diet Cherry Chocolate Dr Pepper go to http://www.drpepper.com

Download MP3:
http://www.tayzonday.com/Tay_Zonday_F..."

The big test now is will Dr Pepper see an ROI on their Investment and will they share that case study with the rest of us integrated advertising folks?

Online Video Goes Yellow

Yellowpages.com is now offering video advertising.

According to their site, Yellowpages.com, "There are no up-front production fees. Just purchase a Listing Ad and choose your product"

Users can select from a "Video Profile" where Yellowpages.com will "create a unique video, using your photos and brand guidelines, to showcase your company's benefits and location or you can chose the premium "Video Profile" Where a video production team shoots your custom video on location — with you as the star! You'll spend a few minutes in a pre-production meeting, and one hour participating in the on-location shoot." Wow it's like Hollywood coming to your door step.

YELLOWPAGES.COM will display a video icon as a link on your ad then all your consumer has to do is "click and play" to see your business in action. Viewers can also forward your video to their friends, gaining you extra free advertising value! You can even add your Video Profile to your Web site.

The "30-second Video Profile will be distributed as part of your YELLOWPAGES.COM advertising and will enhance your priority on the YELLOWPAGES.COM site."

Now let's see who they farm out the production work to, if you will be able to do it yourself and more importantly if there will be any advertising Rev Share!

Please let me know if you find out anything more on this one. This is a marketplace that small business owners can get their heads around.

PARIS IN JAIL Viral Video beats VH1's Best Rated Show by 2 Millon Views

According to CNN.com "Last October, 7.5 million people tuned in to the second-season finale of "Flavor of Love" to give VH1 its biggest audience ever and adding to the channel's ratings recovery after its overdose of the "Behind the Music" bio series." and according to Youtube.com the PARIS IN JAIL: The Music Video has over 10,019,709 views. Now it did take four months to get those views but Chris Crocker's LEAVE BRITNEY ALONE! had 10 million views in just one week and that beats any VH1 Show. Leave Britney Alone now has over 11 million views.

What do media buyers pay to advertise on a VH1 show that only gets 7.5 million viewers? I don't know (please tell us if you know)but I bet it's a lot more than the creative team behind Paris in Jail got...but not for long.

As soon as online content producers are able to deliver millions of views on a consistent regular schedule and have a market place built where media buyers can find them, adverting dollars will pour in to the online video space.

If you can build your audience now and built out your advertising inventory that you control along with advertising that is a revenue share with a hosting company like Revver.com you will be ready to play ball when the Advertising Media buyers come a buying.