As much as 10 percent of MSNBC.com's 200 million monthly video views are coming from other sites, via a sharable or embeddable video player, says Mark Marvel who runs video operations at the giant news portal.
To monetize that traffic, the publisher is experimenting with 15-second pre-roll advertising. Marvel explains that is is important to find a "threshold" for what viewers on other sites will be prepared to watch.
While publishers are eager to find new audiences, advertisers can be squeamish about having their ads appear on unplanned locations. According to Ed Haslam, SVP at YuMe, there is technology to make sure that ads appear on "brand safe" sites.
This segment is an excerpt of the Beet.TV Video Strategy Summit held at Bloomberg last week.
Disclosure: YuMe was a sponsor of the program.