FOOA, VideoClix and PayPerPost
Babak Maghfourian (VideoClix) ‘Web video monetization through Hypervideo and Dynamic Product Placement’
A product demo from VideoClix. This allows you to tag and track object in a video, so when a watcher clicks on those objects you get information about the objects. This adds a whole load of dynamism to video, allowing you to interact them. It’s something we’ve nearly done a few times at work, but never quite get to it! the video files also reports back to the publisher, allowing you to know views and clicks and all sorts of things. So if you are producing video, you can do product placement deals, ie for clothing or click through etc. A far more subtle way of advertising. One suggestion is burying eastereggs to get people to click around and interact, to find something different. They are in discussions with YouTube to see if they can get their videos on YT.
Ted Murphy (PayPerPost) ‘Connecting bloggers to advertisers’
A product demo from Ted Murphy PayPerPost (whom Mike Arrington called the most evil man in the room at last week’s MESH)
talking about the evolution of blog advertising. started with adsense, provided a basic level of income, easy for bloggers to sign up and start using. Traditional CPC model, advertiser control the message, large reach, but limited integration, low click through rates, hi click fraud, costly to maintain ongoing media spends. Next up was blog networks, allow you to tap into the premium blogs. On CMP models, makes media buys easier, can target categories, but small networks.
Blog outreach allows you to target the longtail – eg MS and Vista and Ferrari laptops. But on this there was a fair bit of backlash (because they did not se the guidelines). this immerses the blogger in the brnad, can be done in house, advertising in the form of conversations, but costly and time intensive, difficult to generate high traffic.
So payperpost is a marketplace that connects advertisers with bloggers. Bloggers can create sponsored content; bloggers are open to receptive to conversation (compared to some bloggers that do like like the sponsorship/free product model). A company creates an opportunity in the market place, bloggers can see the list of opportunities and can take the offering, write about it and submit it back. PPP then does quality control before paying. PPP manages the payments. Offers Brand Awareness, (even if the blogger does not pick the opportunity), word of mouth, traffic generation and SM optimisation. you can distribute media through the system. Two case studies – HP and Bug Film. They are also providing a way for advertisers and bloggers to negotiate payments.
Q: can you quantify massive reach? and what about the negative reactions.
A: 27k bloggers and 6500 advertisers. You have people who abide by a more journalistic set of ethics and there is a much larger audience who want to do what they want with their property and make money
Q: do you segment out the bloggers?
A: The bloggers self identifier and you can select on this; we will be offering additional segmentation later.
Q: any advertisers for SEO purposes.
A: I’m sure there are; for our business model is not based on SEO. In terms of Google, they don’t like things that take money away from Google.
