Blip.TV: An Ad Model For Online Video

amp160In an exclusive interview with Jack Myers Media Business Report Kaplan defined three discrete types of online videoViral video weaponized by YouTube in 2006 amp8211 catering to mostly oneoffs or TV highlightsFriends ampamp Family video sharingEpisodic video creating TV shows for the WebIt39s the third category that bliptv is focused on nurturing promoting and yes monetizing Kaplan notes that quotcontent has drastically evolved from Day In the Life a la blogging to scripted slick productions We39re not MySpace or YouTube To create a show you need actors a director a whole production Bliptv is more about media than technologyquot Surprisingly the content is not coming from twentysomethings the alwayson generation It39s Kaplan39s thesis that folks who have experience in media and film have an edge over those who simply have technical masteryList Your Job Openings at Jobs at JackMyerscom emPowered by mediabistrocomBlip enables content creators to easily optin for ads with a fiftyfifty revenue share split One can decide between midroll postroll adjacent and overall ads and stats can be easily accessed The video can itself be uploaded from a myriad of formats Kaplan offers two persuasive arguments why advertisers might find bliptv a compelling ad buy noting that marketers have been concerned about advertising their brands adjacent to a viral video Bliptv allows a sponsor the safety of reviewing a show39s archive so they know exactly what they39re part of Show creators have a unique relationship with their audience they receive comments about storylines characters and use the feedback for inspiration For an advertiser notes Kaplan quotthere is an opportunity to get in that conversation between the show creator and the audiencequotKaplan relishes what she refers to as quotthe puzzle of figuring out what the standards for monetizing TV shows on the Webquot should be When she39s asked by a prospect what those standards are she offers quotWe39re setting themquot Blip is a charter member of the Association for Downloadable Media which is currently working to define standards for video advertising About a month and a half ago Blip noted a sea change brands began inviting them to pitch Kaplan believes that we will be seeing more and more dollars leave TV for Web shows quotIt might not be a lot but even one percent is a lot for Blipquot Blip can wait it out They have angel investors in ASI Ambient Sound Investments and Lauder Partners and low overhead This is not 1999 all over again This startup isn39t spending tens of millions of VC dollarsBliptv39s offerings range from CBS39 Wallstrip the hipster series The Burg as in Williamsburg Brooklyn Alive in Baghdad Technorati39s Buzz TV and the newscast satire Goodnight Burbank And those are the notables among literally thousands Blip set a precedent when it first launched Amanda Congdon39s blog she late of Rocketboom with the sponsorship of Dove and Paltalk Rocketboom has itself recently joined bliptvBlip sitcom Break A LegGeek TV found an underwriter in GoDaddycom Kaplan asserts quotIf you39re looking to reach a targeted demographic Web shows are an incredibly efficient way to do that Dewar39s was interested in reaching a young urban and independent demo You can throw something up on TV put up a billboard That39s inefficient We paired them with The Ze Frank Show amp8211 for a sponsorship It was a great match and a great way for the brand to get out its messagequot Click to Read Myers Daily Research DataKaplan is also bullish on shows like The Wood Whisperer think Gen X Bob Villa and Feed Me Bubbe your Jewish grandma cooks a meal to remember Over time and with Blip both featuring these shows and promoting them to syndicators like AOL Video they find their niche A caveat here is that shows are transparent about their sponsorship They frequently trade in authenticity and wouldn39t dare undermine thatNext up Pushing content from the PC to the TV set Bliptv is an early launch partner of Sony Bravia39s Internet Video Link Service and is Apple TV compatible It is working to get onto TiVo39s Podcaster platform and is in discussions with cable providers such as Comcast and Time Warner as they diversify offerings on their settop boxes Kaplan agrees that content is quotbest watched on a comfortable couch not from the office chairquot True enough but something of a paradox when Kaplan notes that Blip39s audience is quotnot necessarily watching a lot of TV anymorequot Read TiVoWorthy TV Everyday at JackMyerscomAs the possibility of a Writers39 Strike looms ever closer will Bliptv amp8211 indeed all online video that is original content amp8211 benefit Kaplan doesn39t know but she can speak to the autonomy that creators have here quotthere are no rules for this It39s liberating for a writer for actors and directors There39s no one stopping you from doing a showquot During the last Writers39 Strike scribes withdrew holed up in cabins on either coast working on spec scripts Perhaps this time around they39ll take to the Webamp8230For more information on bliptv contact Dina Kaplan at dinabliptvThis special report is underwritten by Teletrax quotthe leader in digital watermarking for video media tracking measurement and intelligencequot For more information contact amp160Peter Winkler at pwinklerteletraxtv amp160The editorial content has been prepared by Myers Publishing with no involvement or approval of sponsors amp160 amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160

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Blip.TV: An Ad Model For Online Video

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