Video: Technical Challenges of Monetizing and Selling Online Video

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乔治·米克: We have clients ranging from big broadcasters to individuals who have yoga videos that they want to sell. 所以，这是一个巨大的客户组合. We’ve even got a dentist who’s monetizing a root canal video, 但他要以2美元的价格卖那个视频,因为它非常专业. Luckily, I had a voucher, so anyone who wants a root canal, I’m pretty good at that now.

They say, “Well, firstly, I want to monetize this piece of content.” Most people already have a video and a distribution solution in place. 如果他们没有, we actually are now working with a number of partners just to provide that and make it simple, 所以你不用担心. Just give me the content and we’ll get it up and running.

The next thing is understanding is support. So, as soon as you start to monetize a piece of content, you’re actually going to be dealing directly with the end user. You’ll be amazed how many people can now actually put a credit card number into a box, so it’s essential that we look after those.

The next challenge is being global is being able to support the customers on a multilingual basis. This also means 24/7 support because content around the world never stops.

It’s also about having the right interface for them, so we try the best as our business to have a two-click as close as possible to Amazon to make it very easy for people to buy. That then gives high conversion rates and actually makes the events profitable.

The other thing is, people are incredibly bad at paywall with respect to their time to market. 正常情况下, 这就像, "Oh, 我们有了这段内容, three days time it’s going live--should we put a paywall in?" So, their chances of being successful are 50/50, because it doesn't necessarily give you time to market.

我们这里有个本地客户, 酒吧高脚凳体育, that’s quite interesting when you’re talking about monetizing local content. They had a hillbilly boxing event in Pennsylvania and it’s basically a barroom brawl--there’s no actual real-name boxers. But 酒吧高脚凳体育, they’re a very viral business. 他们非常擅长社交媒体. So they put the paywall up within two days with us, 他们举办了这个活动, 那是一个星期五的晚上, 那是一个爆米花啤酒之夜, 大家都从酒吧回来了, 有什么好看的. I think one of their reports was that one of the brawls was a two-hour event with tens of thousands of subscribers. They probably made 20 times more money on that than they would for a normal advertising. 但是再一次, that’s a local piece of content without a single famous piece of famous sporting content in there.

然后是它的另一面, 比如康纳·麦格雷戈, who decides his middle name is pay-per-view, and he decided that he was going to monetize an interview of himself. Again, that was interesting, because it’s about scale. So here’s where promoting meant putting it on Facebook Live, 在Facebook上获得粉丝, 当比赛开始的时候, 切入Facebook流, 重定向到玩家. 然后, what we have to manage is tens of thousands of people coming in and looking to transact at that time.

So, those are some good examples of what's going on.