Positioning Your Content As a Revenue Generator
January 27th, 2009 by Alec McNayrPosted in Advertising, Business, Uncategorized | No Comments »
Someone said to me the other day, “2009 is a great year for online content… if you don’t have to make any money from it.”
It’s true. More focus, more shifting away from cable to mobile and online, and more interesting content finding its way into the radars of non-technical, average folk, who don’t know how to connect a laptop to a TV.
But no money. Or at least, not a lot of money. The amount of online content is too vast to stand out with a simple, well-produced web series. You need distribution. No money, no distribution, no production, no experience.
NewTeeVee reports on RedLever’s shift from artistic creator of content (term used lightly after seeing a video starring a bikini-clad hottie dropping raw eggs into a “contestant’s” mouth) into strategic brand enhancer. I think that’s a smart play for this economy. Well done.
RedLever shows cost anywhere from $100,000 to $1.5 million each, including distribution. “If they want 100 million uniques to see it, not a problem, we can do that,” he said, adding that 10 million seems to be the number most people are looking for. With a combination of original shows and distribution deals like the one it has with Vuguru’s Back on Topps, RedLever hopes to launch 10 shows this year.
Now, the “content as ad” model looks nice, but only a precious few who have the ears of ad agencies can play that game, as the case for original video content leading to concrete customer conversions is weak at best…
My knock is that without a pre-existing brand relationship (or at least a spokesperson/lifestyle-type relationship fit), branded entertainment will feel like an ad. And Tivo knows that people fast-forward through those.
Or you could just visit this guy.
