[videoblogging] Re: Pricing Media (difficult question)
With time shifting, I would think the value (or more the lack of value) of not only the content changes but also the ad, probably more so. A company can go out of business, change hands, change products, and would probably have a new version of the product at a later date. If the ad was generic enough it may have longer pertinence. But I would think the ad would be less meaningful and valuable to the company paying for it in time. -- Enric -==- http://www.cirne.com --- In videoblogging@yahoogroups.com, robert a/k/a r [EMAIL PROTECTED] wrote: Adam, correct, the time-shift thing is very true, I'm thinking the pricing of the forward commodity, the advert, are and time-shifting are both in that equation some where. In the past, when calculating CPM and such the time-shift was not as significant because the media was better controlled. And today, when you lose control of the media you can't control first-run vs re-run pricing in the same way, if at all. Further, continuing with the RB example, they chose to sell a weeks worth, which bundles mondays, tuesdays, etc and makes a unit. They could have auctioned just next monday and separately next tuesday, but they didn't. They made a conscious decision to sell a strip, which homogenises the price. Is a friday worth more than a tuesday? Who knows. If you watch the RB episode manufactured on tuesday time-shifted to friday is it worth more? If you watch it a year from now what is that advert worth? And they chose the length of the strip as a risk / reward decision. What if RB had sold a months worth of adverts as a block. If they had, RB would have had less risk, though they may have received a lower price. Risk/reward at work there too. Seems like there's a lot of blending going on in new media pricing. This is not totally new science, however it is good to think about in the context of vlog economics. On Feb 15, 2006, at 11:28 AM, Adam Quirk wrote: On 2/15/06, robert a/k/a r [EMAIL PROTECTED] wrote: Obviously such variable pricing works because the number of seats in the theatre is limited and they have a half life. It's not dissimilar to the freshness of vegetables on the shelf at the grocer which expire or the freshness of media. If a seat in the theatre goes unsold it's not recoverable. If a bunch of carrots go unsold they are not recoverable. What happens to the price for a show on the Internet once it is no longer fresh, can it still be sold as new? Can a secondary market develop and, if so, how will it work? One of the things that internet distribution has going for it is the ability to time-shift the media, which cuts into this theory a little bit. Although for shows like Rocketboom that deal with current events, or news shows, I guess the carrot analogy holds true. Most stuff I watch doesn't necessarily lose value as time goes by. Sites like the NYtimes charge people for archive diving. Maybe there's something there. The latest week's worth of media is freely distributable by all the available means, but anything older than a week costs X, where X is a reasonable price for a short video that someone wants to watch. AQ Yahoo! Groups Links * To visit your group on the web, go to: http://groups.yahoo.com/group/videoblogging/ * To unsubscribe from this group, send an email to: [EMAIL PROTECTED] * Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/
[videoblogging] Re: Pricing Media (difficult question)
John Wanamaker, the founder of Macy's said, I know half my advertising is wasted, I just don't know which half. Big advertising agencies use very sophisticated math models and software to plan, execute and manage their ad buys for their clients. They can track the effectiveness of every ad in every media with a great deal of accuracy and precision. And yet and ad with an old lady saying where's the beef, or a bunch of young urban men saying, wassup can capture the attention of the audience and blow all those metrics out of the water. As Internet advertising came online, a concomitant push for performance-measured advertising also developed. Advertisers got hard-nosed and wanted a proven ROI for every dollar spent. Well, where's the beef and wassup? Advertising is an art and a science. Get your head too buried in the statistics and you miss the point that really good creative execution can make those metrics meaningless. Ignore the numbers and you end up with wonderful art that sells nothing. -David The Captain Humphreys Project: A Man Alone. Around The World. The Smallest Boat. A World Record. http://www.captainhumphreys.com [EMAIL PROTECTED] --- In videoblogging@yahoogroups.com, Enric [EMAIL PROTECTED] wrote: With time shifting, I would think the value (or more the lack of value) of not only the content changes but also the ad, probably more so. A company can go out of business, change hands, change products, and would probably have a new version of the product at a later date. If the ad was generic enough it may have longer pertinence. But I would think the ad would be less meaningful and valuable to the company paying for it in time. -- Enric -==- http://www.cirne.com --- In videoblogging@yahoogroups.com, robert a/k/a r robert.videoblogging@ wrote: Adam, correct, the time-shift thing is very true, I'm thinking the pricing of the forward commodity, the advert, are and time- shifting are both in that equation some where. In the past, when calculating CPM and such the time-shift was not as significant because the media was better controlled. And today, when you lose control of the media you can't control first-run vs re-run pricing in the same way, if at all. Further, continuing with the RB example, they chose to sell a weeks worth, which bundles mondays, tuesdays, etc and makes a unit. They could have auctioned just next monday and separately next tuesday, but they didn't. They made a conscious decision to sell a strip, which homogenises the price. Is a friday worth more than a tuesday? Who knows. If you watch the RB episode manufactured on tuesday time- shifted to friday is it worth more? If you watch it a year from now what is that advert worth? And they chose the length of the strip as a risk / reward decision. What if RB had sold a months worth of adverts as a block. If they had, RB would have had less risk, though they may have received a lower price. Risk/reward at work there too. Seems like there's a lot of blending going on in new media pricing. This is not totally new science, however it is good to think about in the context of vlog economics. On Feb 15, 2006, at 11:28 AM, Adam Quirk wrote: On 2/15/06, robert a/k/a r robert.videoblogging@ wrote: Obviously such variable pricing works because the number of seats in the theatre is limited and they have a half life. It's not dissimilar to the freshness of vegetables on the shelf at the grocer which expire or the freshness of media. If a seat in the theatre goes unsold it's not recoverable. If a bunch of carrots go unsold they are not recoverable. What happens to the price for a show on the Internet once it is no longer fresh, can it still be sold as new? Can a secondary market develop and, if so, how will it work? One of the things that internet distribution has going for it is the ability to time-shift the media, which cuts into this theory a little bit. Although for shows like Rocketboom that deal with current events, or news shows, I guess the carrot analogy holds true. Most stuff I watch doesn't necessarily lose value as time goes by. Sites like the NYtimes charge people for archive diving. Maybe there's something there. The latest week's worth of media is freely distributable by all the available means, but anything older than a week costs X, where X is a reasonable price for a short video that someone wants to watch. AQ Yahoo! Groups Links * To visit your group on the web, go to: http://groups.yahoo.com/group/videoblogging/ * To unsubscribe from this group, send an email to: [EMAIL PROTECTED] * Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/
Re: [videoblogging] Re: Pricing Media (difficult question)
--- Enric [EMAIL PROTECTED] wrote: If the ad was generic enough it may have longer pertinence. But I would think the ad would be less meaningful and valuable to the company paying for it in time. seems like sponsorship campaigns would potentially have a greater chance of maintaining value in this time-shifting situation - associating your brand with the brand halo of a RB has a value, even if you're not selling a specific product. one of the reasons internet advertising at the level of raw banner ad units is hard to effectively measure is that even if a user doesn't click on the ad, there's value in just getting your message or your brand in front of a user in the first place. i can easily see google ad sense extended into videoblogging by way of intelligent tagging, however. imagine a protocol that calls their ad server when you start watching the file and has a relevant, contextual ad to show you by the end of the file. sure, in today's world, shifting video to the ipod would break that - but these video players will definitely not be without wireless connectivity forever (if phones don't simply usurp these devices' role altogether). -scotto -- CHERUB - the vampire with bunny slippers http://www.cautionzero.net/cherub/ __ Do You Yahoo!? Tired of spam? Yahoo! Mail has the best spam protection around http://mail.yahoo.com Yahoo! Groups Links * To visit your group on the web, go to: http://groups.yahoo.com/group/videoblogging/ * To unsubscribe from this group, send an email to: [EMAIL PROTECTED] * Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/
[videoblogging] Re: Pricing Media (difficult question)
There's definitely value in the archives, and in genres of information. Now that I have a good library of Minnesota Stories videos, all categorized, I'm going to make those categories prominent. It's something we take for granted on text blogs, but I think if you call it something other than Archives by Category (yawn) -- more like Videos by Category, people will want to explore. That opens up an opportunity for sponsorship by type of content. Obviously this doesn't apply to most vlogs, but my content is all over the map. A local club might want to sponsor the music genre of videos, for example. It's basically the PBS model, where you see Science programming on WGBH is brought to you by 3M. I've actually got an opportunity brewing along these lines, for architecture/ urban development. It was triggered by a video I made about an old mill building being renovated into riverfront condos in downtown Minneapolis. The real estate community really latched on to this and saw the power of video, and how it could benefit them. Where it gets tricky is they want me to make a series of videos about a new condo development.. follow the citizen meetings, the building, etc. I'm interested in that kind of long-term video project, and having access. But there's the huge question of editorial integrity and editorial control. Sponsorship and content are ideally completely separate, though you see it blurring all the time. It's something I'm struggling with... I think maintaining editorial control is of utmost important if it's going to be on my vlog, instead of a straight-up corporate video they put on their site. It also has much more value to them being on my vlog, much more integrity and reach. Just as it would if a news station followed a condo development, that has a lot of influence. Anyway, the only way I can imagine doing it is if they sponsor that *type* of vlog programming, which would include following the condo development but also anything else related to architecture, housing issues, and so on. (any thoughts??) I also have no idea how to price something like this. -chuck http://mnstories.com --- In videoblogging@yahoogroups.com, Caution Zero [EMAIL PROTECTED] wrote: --- Enric [EMAIL PROTECTED] wrote: If the ad was generic enough it may have longer pertinence. But I would think the ad would be less meaningful and valuable to the company paying for it in time. seems like sponsorship campaigns would potentially have a greater chance of maintaining value in this time-shifting situation - associating your brand with the brand halo of a RB has a value, even if you're not selling a specific product. one of the reasons internet advertising at the level of raw banner ad units is hard to effectively measure is that even if a user doesn't click on the ad, there's value in just getting your message or your brand in front of a user in the first place. Yahoo! Groups Links * To visit your group on the web, go to: http://groups.yahoo.com/group/videoblogging/ * To unsubscribe from this group, send an email to: [EMAIL PROTECTED] * Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/
