Monetising Media Europe 2016: Taming Live Video
At Monetising Media Europe 2016 in London this week, publishers' discussions of evolving revenue options were strongly focused on monetising video formats.
According to Ben Sinden, the Telegraph Media Group's director of video, UK video ad spend has grown from £53m ($69m) in 2010 to £711m ($922m) in 2015, with 76% of that budget going towards pre- and post-roll ads. Such a large bias for one format signals imminent saturation, and as live video continues to grow, marketers face the double challenge of finding less interruptive formats to please consumers who want instant connections, and mitigating the risks of unscripted live content.
Steve Ford, European vice-president of sales at live-streaming platform Twitch, said that unscripted audience moments are the magic moments of live video, and encouraged advertisers to plan around the unpredictability of live interactions.
In July, Twitch partnered with Paramount Pictures to promote the release of Star Trek Beyond. The film distributor took over a gaming live stream of influencer Onscreenlol by "beaming him up" into the Enterprise and using Twitch's audience interaction tools to give away film merchandise. In the same month, Twitch launched its Clips tool, which lets viewers share live-streaming moments while they watch. The clips can be distributed freely across other platforms, and link back to ongoing live broadcasts and archived recordings, boosting the spread potential of live moments.
For more on live-streaming video, see Live-Streaming Strategies. For wider updates on marketing with digital video, look out for our coverage from Social Media Week London 2016, publishing next week.