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
Addressable TV Saves Advertisers Money: Rentrak’s Livek

So-called “addressable TV” promises to bring more-precisely-targeted advertisements to TV viewers via connected boxes and TV sets. And that is going to mean greater efficiencies, according to one ad tech exec. “Addressable TV is here,” says Rentrak CEO Bill Livek. “You have two ...

True Ad Personalization Will Never Happen: Modi’s Thissen

All the talk in TV ad land is about the prospects for super-targeting viewers of connected TVs with hyper-individualized ad messages. One school of thought says that kind of dynamic personalization is “science-fiction“. And a leading addressable TV advertising exec is similarly bearish. “I ...

Dynamic Ad Creativity Is Science-Fiction: Nielsen’s Solomon

The prospect that, in a connected era, TV ads could be assembled from multiple component parts to make up a 30-second spot that is custom-built for a particular individual viewer is getting some marketers is excited. But how viable is this idea, really? Nielsen’s precision and planning SVP Eric ...

Why Out-Of-Context Ads Can Work Best: Xaxis’ Schlickum

Despite the emergence of ads networks and individual targeting that allows advertisers to reach consumers on whatever site they may be, many ad tech execs say context – the art of simply placing an ad in a related publication or TV show – will continue to prove valuable. But can context ...

Context And Audience Go Hand-In-Hand: Xaxis’ Beaumier

The coming age in which TV adverts can be distributed to different individual viewers based on specific targeting criteria could, in theory, mean an end to the practice of buying ads against particular shows known to pull broad audience demographics. But one ad tech exec doesn’t expect a wholesale ...

Cord-Cutting Is Forcing Smarter TV Ad Offerings: AT&T’s Brown

The emerging prospect of targeting individual TV viewers with ads, no matter what show or channel they’re watching, may be real – but that doesn’t mean the industry should throw out the old practice of buying ads in shows considered to have demographic matches. That’s according ...

Upfronts Won’t Die In TV Renaissance: Magna Global’s Bayer

FORT LAUDERDALE — If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna ...

Brienna Pinnow, Experian
Experian Gearing To Launch Connected Addressable TV Platform

FORT LAUDERDALE — “This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014,” according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? “To develop ...

More Safeguards Needed For Dynamic Ad Creative: Bank of America’s Paskalis

The concept of dynamic ad insertion – through which, consumers would get served a brand ad with different content, depending on their targeting profile – has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a ...

Context Of Viewing Still Matters To Ads: Videology’s CEO

Now that online video ad targeting technology can reach advertisers’ ideal audiences wherever they are watching, what is the use for the old model, in which buyers place their bets on shows with audiences they believed to be matched? The new doesn’t have to trump the old, says video ad tech ...

Too Soon For Dynamic Creative Ads: DISH’s Gaynor

Super-targeted TV advertising is just around the corner, but don’t expect the content of those ads to be served dynamically just yet. That’s according to DISH media sales and analytics VP Adam Gaynor. In this video interview with Beet.TV, he says: “Advertisers no longer need to use ...

Castree On Videology’s “Sand, Rocks & Boulders”

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our ...