Exclusive: Microsoft and the Associated Press Teaming with Thousands of Newspapers and Broadcasters in New Online Video Network

By on 03/06/2007 5:54 PM @beet_tv

View a transcript of this interview

The Associated Press, the world’s largest news organization, and Microsoft have developed an online video platform for thousands of U.S. newspapers, television and radio stations to upload, publish and monetize locally-created video.

The new system is in beta tests with some 30 newspaper publishers and broadcasters including The Miami Herald, the Houston Chronicle and the Rocky Mountain News.  The program will go live in about 30 days.

I spoke with Jim Kathman, who heads global broadcast strategy, at world headquarters of the Associated Press in Manhattan.

He explained that publishers can monetize content through a revenue split between MSN Network and the AP.  They also have the option to monetize ads locally against local content by using the Atlas adserving platform.

One year ago, Microsoft and the Associated press launched the Online Video Network, a distribution platform for the video clips created by the Associated Press television unit.  Most of the clips come from abroad — and from major news. In the first year, some 1600 U.S. newspapers and broadcasters have used the video clips on their web sites.

Beet.TV has learned that the AP will stream about 7.5 million clips this month.  CPM (cost per thousand views) is above $20. MSN has sold pre-roll ad inventory on the network to national brand advertisers including GMC, GE, Proctor & Gamble and Netflix. Clearly, the AP has established a successful online video distribution model.

The program currently in beta involves a much bigger pie: it’s the 7,000 newspapers, television and radio stations that are affiliated with the Associated Press and who will create their own content, locally.  The clips will be staff and user-generated video.

The AP projects that as many as 50 percent of affiliates, or some 3,500 local news organizations, will eventually participate in the new video program.

For the nation’s 1000 television stations, many of which have news gathering operations, the opportunity to publish and monetize video is immediate.  For 1500 newspapers and 4500 local radio stations, whose staffs produce very little video right now, the opportunity will be a little bit further off.  It could be that the most immediate opportunity for newspapers and radio stations will be user-generated content.  We’ll have to see.

The next phase of this program, scheduled for this summer, will be a syndication system which allows publishers and broadcasters to nationally distribute locally-created content and monetize content on a network-wide basis.

Although Microsoft is providing the uploading tools, infrastructure and monetization, clips are viewable in both Microsoft Media Player and Flash. 

Local_video_upload_tool_manage_video_scr_1Here’s an image of upload interface which is still in beta.

Andy Plesser

, ,

Recent Videos
image
Marketing Industry Chief: Ad Fraud Must be “Put to Its Death”

Speaking in blunt terms, Bob Liodice, President and CEO of the ANA,  the nation’s trade association for advertisers, says that his group has had enough and wants no part of criminal activity where dollars are being diverted in various ad fraud scenarios.   He says the industry needs to deal with this ...

image
Social Sharing Drives Video Ad Returns: Unruly’s Kosinski

Making your video ad shareable doesn’t just mean a wider audience – it increases its chances of stimulating real marketing outcomes, says Richard Kosinski, president of video measurement agency Unruly Media. That company produces the Viral Video Chart and tracks how videos are watched and ...

image
Innovid Rolls Out New Targeting Tools

Advertising tech platform Innovid is rolling out real-time synchronized ads this year, says CTO Tal Chalozin at the recent Beet.TV executive retreat. As it expands deeper into targeting technology, Innovid has begun working with Cisco to bring tools to second screen apps by targeting ads to relevant ...

image
Small TV Networks Allow Programmatic Buying By Magna Global Advertisers

The US TV business has moved another step closer to selling its advertising programmatically, with 15 small broadcast networks signing up to allow programmatic buying by clients of IPG Mediabrands’ Magna Global investment unit. Its data-driven ad targeting capabilities will be used by small networks ...

image
Teads Outperforms Competitors In Video Ads, Nielsen Commissioned Study

French video ad tech company Teads has lately been shouting about the performance of its ad format InRead, which inserts auto-playing video ads between text paragraphs on major publisher sites. Now it is using a study commissioned from Nielsen to claim it outperforms its competitive video ad format ...

image
Google’s AdX Bigger Than Global Stock Markets: Vanderzee

It is often said that the “programmatic” shift from manual ad-buying to automated mechanisms will do for Madison Avenue what computer trading did to Wall Street. But, on one measure, it’s already bigger than that. “The number of transactions now on the DoubleClick Ad Exchange, if you ...

Martin Sorrell - media rev thumbnail
Making the “Media Revolution:” IPG’s Roth, WPP’s Sorrell, AOL’s Armstrong...

The role of the media agency is dramatically changing with entrance of “biased” tech companies, says Michael I. Roth, CEO of Interpublic Group. He says the role of the unbiased, “agnostic”  media agency is more important than ever. Sir Martin Sorrell, CEO of WPP, says that there will ...

image
Audience Buying Ushers in Changes for Premium Publishers, SMG’s Delaney

Audience buying does not signal the end of premium publishing, but it is ushering in changing ways of doing business, says Mac Delaney, SVP of Programmatic at SMG Global, at the recent Beet.TV executive retreat.  Efficiencies, pricing, yield and CPMs are radically morphing, but publishers are still creating ...

image
Ad Sellers Not Equipped For Programmatic Fight: Adomik’s Shaevitz

PHOENIX — The rash of new ad tech platforms we have seen over the last couple of years is designed to wring greater efficiency, better targeting and lower costs out of ad buying. All of that appears to be stacked in favor of ad buyers, not ad sellers – so is the sell side disadvantaged in the ad ...

image
Programmatic TV’s Future Is Four-Fold: SpotXchange’s Cooke

PHOENIX — What’s the future of “programmatic”, the collection of targeting and trading technologies currently revolutionizing display advertising, when it comes to television and video? It boils down to “four buckets”, says video ad tech platform ...

image
‘Always-On’ Advertising Moving To The Hub: Rocket Fuel’s Skinner

PHOENIX — Rocket Fuel’s acquisition of data management platform X+1 was one of the more talked-about M&A deals in 2014. So why did the programmatic platform do the deal? To give customers a single, constantly-connected platform, says Rocket Fuel’s global partnerships VP David Skinner. ...

image
Not Enough Data About Video Content: Coull’s Watkins

For an ad tech industry used to talking so much about “data” these days, it may seem counterintuitive to suggest that there is insufficient data around. But that’s the reality when it comes to video, says one video ad tech exec. “There’s a paucity of data,” says Irfon ...

loader