Dispatch from London: Publishers Look to Monetize Mobile and Refine Online Video

By on 07/05/2012 4:47 PM @daisywhitney

LONDON — In the quest to shift more ad dollars to digital video, publishers are looking at how to better monetize the fast-growing mobile business and also how to refine the placement of video ads in premium content. Those were among the insights shared by executives from BBC Worldwide, Adobe, Ooyala and others in the Beet.TV Global Video Summit at the BBC Worldwide.

"The big problem we have are formats in mobile," says Daniel Heaf, Executive VP and Managing Director of Digital at BBC Worldwide in this clip from the session. "We need to find a way to effectively monetize the fastest growing platform."

Another issue publishers face is how to make the most of their inventory and many aren't maximizing their fill rates and selling as much inventory as they should, says Sean Knapp, Chief Technology Officer and Co-founder of online video technology company Ooyala, in explaining the challenges. But there are also opportunities to sell more effectively, and to finetune how many ads can reasonably be shown based on how many episodes a viewer has watched in a program, he explains in this video clip.

Over the next few years, the amount of professional video on the Web will grow tremendously compared to the amount of user-generated content and that should open up more opportunities for brand marketers, says Jeremy Helfand, VP of Video Monetization at Adobe.

For more insight on online video standards, revenue and CPMs, check out this video from the Beet.TV Global Video Summit at the BBC Worldwide.

Daisy Whitney

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