There’s certainly a lot of activity and discussion around watching video on new platforms like mobile devices, tablets and game consoles, but finding ways to monetize this activity remains an ongoing debate.
Beachfront CEO, Frank Sinton, participated on a panel discussion on this very topic at the Broadcasting & Cable/Multichannel News’ Next TV Summit last week in New York. The panel, “Monetizing Video and Advertising on New Platforms” focused on what many called the “train wreck” of cross-platform video monetization. Device and platform fragmentation, lack of ubiquitous content, variable delivery quality, and confusion over customer behavior all contribute to the problem.
During the panel, Frank suggested content providers broaden their release strategy perspective, and choose partners that ensure their content is available to all users on all devices regardless of choice.
“Content needs to be cross-platform,” he said. “It needs to be everywhere on day one.”
In addition to Frank, the panel consisted of:
- Moderator: Guy Finley, Executive Director, 2nd Screen Society and MESA
- Meghann Elrhoul, VP, Client Service and Analytics—Trendrr
- Christie Hartbarger, VP, Strategic Alliances & Field Marketing—YuMe
- Tom Ahn Hicks, Head of Business Development & Strategy—adRise
- Ashwin Navin, CEO—Flingo
Additional topics/themes raised included:
- Videogame consoles are the most common alternative TV platform. Bridge devices like Roku and Apple TV are next, with smart TVs ranking third.
- Understanding customers and how they use these different platforms is key to monetization, so cross-platform analytics are essential.
- Viewer engagement on social platforms is growing, and represents a key opportunity for monetizing activity.