Excerpt from my final post for Online Journalism Blog on how online video can be monetized:
(Editor’s Note: This is the last in a three-part series on local online news video, summarizing the findings of a thesis study that examined the Minnesota media market and their use of online video. Part one looked at content and part two examined design and usability. Love to hear feedback in the comments below.)
It is clear that the economy has damaged efforts to expand and improve online video. Many local news sites have had to cut staff, and they are working to produce content in survival mode. However, video advertising is expected to have the largest growth out of any sectors in online advertising. In December, eMarketer released predictions for video ad spending, saying that it would rise by 45 percent in 2009 to reach $850 million. Though ad spending has slowed a bit, video advertising remains strong. The opportunities are tremendous. However, half of the local news sites have yet to implement or even sell a video advertisement.
In summary, the six ways are: internal hosting, pre-roll ads, complementing ad forms, the 15 second rule, search ads, internal production of ads. Read the full details here.