MSNBC.com to Monetize its Videos Throughout the Web

By on 08/12/2009 8:32 AM @beet_tv

REDMOND, WA — MSNBC.com,  the first major video news organization to provide sharable videos, has found booming usage of its videos off its site, notably on the Huffington Post.

We interviewed Charles Tillinghast, president and publisher of MSNBC.com at the company's Redmond headquarters.

Seeking to monetize this "off-the-site" consumption of video, the company will soon insert advertising into its embeddable player.  Managing the ads in the embeddable player is YuMe, a Redwood City-based video ad newtwork.

Charlie tells Beet.TV that his company is making its embeddable player more user friendly by making resizing easier.

Beet.TV videos are widely viewed on the Huffington Post on an embeddable player from Blip.tv.  This player also carries in-stream advertising.  For publishers large and small, an effective syndication strategy with embeddable players is essential.

This is the first of three interviews with Charlie and Beet.TV

Andy Plesser, Managing Editor

Video Transcript

Charles Tillinghast:  The embedded player has been tremendously successful for MSNBC.com in the year plus that we've had it on the market. We've had great pickup from many many blogs, the most prominent being Huffington Post. Because of the success of the player, we are starting to innovate with more modifications of it so that we can do things like re-size it, allowing blogs to be able to fit it into their page design and not be stuck with one size fits all type of experience. We also have a partnership with YuMe to provide ads for the embedded player, so we can start to monetize the embedded streams and, in doing so, we have a motivation to, and an incentive to, distribute our content broadly and not be in an old model where everyone has to come to our website to view the video. Instead, people can experience MSNBC video anywhere on the web.

It's a different experience. When you have the embedded player, it's a little smaller and the navigation is limited because you're trying to fit it into a small space on somebody else's site. When you come to our site, you have the full richness of the experience. You have complete navigation, you have a much larger video screen, you have more options, and more content that creates the context around that video. So we don't see it as an either-or type of proposition, we see it as a way for people to experience video in the manner they wish, in the place they wish, and those are all complementary uses, not competing uses.

The advertising on the embedded player is still very nascent, so we don't have advertisers coming to us saying, "We really want to be an advertiser in an embedded environment." What we do see, however, is tremendous demand for video advertisement in general. So we're essentially sold out on video, have been for a long time and so our main limitation is just growing volume to satisfy advertiser interest. But just as TV is a very popular medium for advertising, we're seeing a similar response for online video. It's a very bright spot in an otherwise difficult advertising environment.

Part of it is reach because a lot of those digital dollars, or those broadcast dollars are going up against some very very big properties that reach millions and millions of users compared to what any particular clip on the web would reach, but it may never go back to being…having the same profitability on a per stream basis, but the way that the economics are changing and the way that we're responding in partnership with our parent, NBC, is that we're producing video for multiple platforms. So the more that we can have a piece of content run on TV, a piece of content run on desktop, have it embedded on a blog, have it on a mobile device, then you're getting up…you're getting pennies on every one of those stops and that starts to ad up to dollars. So it's not a matter of, "What do you get for desktop video versus broadcast video?" The question is really, "What do you get for a piece of video when you add up all of the different places it's running, all of the different platforms?"

Recent Videos
image
TV, Online Video Collision Accelerating: Brightcove’s Gaydon

AMSTERDAM — TV and online video are colliding – and the result will benefit both sides, according to an exec at the epicenter. “We’re starting to see the convergence between the digital landscape and broadcast gather momentum,” video technology platform Brightcove‘s EMEA media ...

image
TV Is Becoming Online Video: Adobe’s Allison

AMSTERDAM — All of traditional television is ready to be delivered using the same mechanisms as online video, says Adobe’s video spokesperson. “IPTV continues to grow all the time,” Adobe Primetime evangelism senior manager Steve Allison tells Beet.TV in this video interview recorded ...

image
Asia-Pacific’s Diverse Range for Programmatic: Xaxis’ De Rijk

COLOGNE — Advertisers expect an extension of quotas governing television content to soon encompass online video, dampening digital advertising prospects. “There will be a big change in the video landscape in China in the coming months,” Xaxis Asia-Pacific MD Michel de Rijk told Beet.TV in ...

image
Carat’s Rhind Welcomes Better Video Segmenting

COLOGNE– Bigger scale and smaller segments are helping entice advertisers in to the online video space, says media planning agency Carat. In this video interview with Beet.TV at DMEXCO, global chief digital officer Anthony Rhind welcomes moves by big platforms to satisfy buyers’ wishes for more ...

image
Programmatic Video Ads Set for Big Growth in Europe, AOL’s International Chief Explains

COLOGNE – Programmatic video advertising around video on demand, which encompasses some 50 percent of the UK market today, will grow in Europe to some 75% in the months ahead, says Graham Moysey, Head of AOL International, in this interview with Beet.TV He shares observations on the various market ...

image
JWT’s Jeff Benjamin on How Data & Distribution Are Transforming Creative

COLOGNE — Digital creative is on the cusp of a transition that will be driven by data and new forms of distribution, says Jeff Benjamin, Former Chief Creative Officer at JWT North America,  in an interview with Beet.TV about the future of video. “There is a theme of data-driven creativity with ...

image
Growing Demand For Video Quality Tests Networks: Akamai’s Michel

AMSTERDAM — Networks are going to have to get smarter in the future if they are going to cope with booming demand for high-quality video, says network technology group Akamai. “Demands of audiences are going to increase, expecting broadcast-levels of quality,” Akamai product marketing ...

image
Investment Banker Terence Kawaja: M&A in Digital Space to Quicken with Strategic Investors

COLOGNE –  The pace of M&A in the adtech sector will heat up in the months ahead with the entrance of big, new strategic investors, says Terence Kawaja, CEO and Founder of the New York-based boutique LUMA Partners. We interviewed him last week at the DMEXCO show where he delivered a speech on the ...

image
Total Transparency Can Hinder Ads: Xaxis’ Moore

COLOGNE — Ad buyers are increasingly calling for outright and advance understanding over where they place ads. But, in the data frenzy, you can know too much, suggests WPP’s Xaxis chairman David Moore. “There’s a lot of misconception about transparency,” he tells Videology CEO ...

image
RTL-SpotXchange Deal Validates Programmatic: SpotXchange’s Merwin

COLOGNE  – Programmatic video ad tech platform SpotXchange says its sale of a stake to broadcast group RTL is a “huge validation” of the space, as it aims to take the new-wave ad-trading techniques to a much wider audience. “We’ve got better control, better insights - but ...

image
Google’s Chip Hall Reveals ‘The Programmatic Playbook’

COLOGNE, Germany – Google’s DoubleClick Ad Exchange buyer development head thinks he has the recipe to create “a very nice virtuous cycle where every (ad) impression is smarter than the last”. Chip Hall calls it “the programmatic playbook, and he tells Beet.TV about the five steps ...

image
BuzzFeed’s Jonah Peretti: Native Advertising is Not Easy

COLOGNE –  BuzzFeed, has pioneered “native advertising” as it has long eschewed conventional display banners.  While “native” is widely cited as an emerging monetization strategy for publishers, it’s not easy to do, there is a “high bar” to reach success, ...

loader