Men, women, kids and teens consume videos online at an ever increasing rate and thankfully, marketers are thirsty for even more opportunities to get in front of the resulting eyeballs via video advertising.
If you are publisher that is still early in the stages of launching your video publishing efforts, chances are you’re evaluating which online video platform (OVP) is the best fit for your needs. The right OVP will enable you to maximize the visitors and marketing dollars that come with having a video-enabled website.
While choosing an OVP should be simple, the reality is that the process requires a good amount of business planning and research to ensure that you are choosing the right solution for your needs.
Challenge #1: How to Make Money With Online Video
Why waste your time developing an online video strategy if you aren’t going to make any money with it? The use of YouTube embeds should be part of any publisher’s video strategy — free and timely content via a reliable delivery medium.
However, to make money you will need to leverage an OVP that allows you to monetize your video inventory directly, or by leveraging their third-party sales relationships. Brightcove, Wistia, Kaltura, SpringBoard and Ooyala are among the OVPs that allow you to traffic ads and earn revenue from the videos that are watched on your website.
Challenge #2: Online Video Publishing is Expensive
Other than perhaps the cost of content, the main source of costs as they relate to video publishing is the cost of hosting and bandwidth. For a publisher looking to get into online video, the last thing you want to worry about is absorbing these costs before you’ve even made a nickel from your efforts.
While the Brightcoves of the world are great platforms, they cost money to use (licensing costs, bandwidth, etc.), which may not be something a new video publisher is willing to commit to from the start. However OVPs like SpringBoard and LongTail eliminate (or dramatically reduce) cost from the equation.
Challenge #3: How to Source Video Content
Unless you are a publisher who already has libraries of video you would like to show your audience, chances are you are in need of a video content source.
It’s cheap and easy to get a camera and start vlogging for your audience. But beyond that, there are a few OVP options that offer content that can be licensed directly from their platform. Real Gravity and 5Min are examples of video player solutions that offer a library of content (some premium, some not) that you can choose from to display on your site.
And if making money on your video is not important to you, YouTube, DailyMotion and many other video portals can be a solution — just grab their video embed and go!
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This article originally published at ClickZ