Video Markets Evolution
In Panache Lands MTV Networks; Ad Insertion Space Evolves, Will Richmond writes about the evolving ad operations and ad management space. One thing we’ve been saying fairly consistently on these pages is that the video monetization market is nascent. If you take the public pitches of the various video companies and then plot their timelines, you’ll often see drastic changes and alterations in the pitch and sometimes
the business model itself. One thing won’t change though. Content distributors need money, and given the economic climate in the States, they are looking for any way to make more. The other thing that happens is to look to cut costs. Historically, ad operations and ad management are fairly large cost centers. Providing video monetization solutions that allow the basic content and ad needs to be met is only going half way, we feel. We need to offer cost efficiencies across the board, from ad operations, to syndication to billing and finance.
2009 will be an interesting year. I’ll remember to look back at the end of the year to see who fell down, who treaded water, and who surged ahead. But to surge, we’ve got to find ways to address both the revenue and cost sides of the equation.
Jayant Kadambi
Tags: MTV, Panache, Will Richmond