Digiday Publishing Summit Europe. Federico Lusi, JW Player
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Monetizing Video: The Devil is in the Detail. March 2019, Milan.
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Digiday Publishing Summit Europe. Federico Lusi, JW Player
- 1. Monetizing Video The Devil is in the Detail
- 2. 2018 1st Video Player Bidding Solution 2017 1st to support PWA as a service 2017 1st VAST 4.0 web player 2016 1st OVP Google Certified Publisher 2013 1st to support MPEG- DASH 2011 1st HLS web player 2010 1st HTML5 web player 2004 1st embeddable web player Since 2004: A History of Innovation 1st Buffer Free Player 2018
- 3. Massive Footprint 1st Independent video platform, worldwide 25% Of the fortune 1000 brands
- 5. We Live In The Attention Economy 12 hours/day on an average of 3.64 devices 21x/hour Consumers may switch screens 8 seconds Average consumer attention span Sources: AMA; eMarketer and Global Web Index; Forbes; Microsoft; 80% Internet Traffic in 2020 will be in Video
- 7. Take Control Make Every Play Meaningful 1 2 3 Takeaways Show off your content Offer a seamless experience Engage with your audience Leverage Data Monetize effectively 1 2 3 How to make every play count 4 5
- 8. Show off your content ● Thumbnail ● Description ● Caption Pay attention to the details while managing and publishing video.
- 9. Buffer Free Playback Reducing latency without sacrificing quality to reduce viewer abandonment and increase monetization per view. Adaptive Playback Experiences Mobile-optimized adaptive UI & code. Auto- updating configurable cloud players. Offer a seamless experience 65% of all plays start in under 100ms
- 10. Engage with your audience 68% Increase in Time Watched 20% Lift in Revenue Grow the number of views and maximise the ROI with JW Recommendations 35% Additional Video Plays
- 11. Leverage data Optimize your content creation with actionable insights. Contente Score A very powerful tool to immediately have a sense of how all the videos are performing across the board.
- 12. Monetize effectively Increase competition for your inventory Through enabling multiple demand sources to bid simultaneously for your inventory. Reduce your video latency By avoiding the latency of traditional waterfall chain calls. Streamline your ad implementation With no additional code or developer resources to integrate into your site. Improve your monetization with Video Player Bidding
- 13. Taking Control by Making Every Play Count
Editor's Notes
- I am Federico Lusi, Sales Director, EMEA at JW Player and today I am going to talk about Video Monetisation and why the details play an important/crucial role in this process. Before doing that, even though I am sure that most of you know or have heard of JW Player at least once in your life, I am going to give you a brief introduction about us and and what we do at JW Player
- JW Player was created as an open-source project in 2004. And to date it is of the most successful open-source project of all time. JW Player was also the player used for the launch of YouTube...then of course Google acquired Youtube and..the rest is history. Since then a lot of things have changed though for JW Player. From being the 1st embeddable web player - we have developed an end-to-end solution for publishers to manage, distribute and monetise video content. Always ahead of the curve and always pushing the boundaries of the online video space
- And it is not a case that we have become now the 1st Independent video platform worldwide We work with thousands of publishers and publishing group all across the world. But what our partners and the publishers that we talk to ask us and want from us? CONTROL. They want to take CONTROL
- Social Media are a great marketing tool and they are good for driving traffic but ultimately O&O is where publishers should really invest and monetise their video. Basically to have full control of the monetisation process. Publisher should not rely entirely on social media for their monetisation. Their O&O is where they should build the relationship Why is taking control of your O&O so important? Well it's because...
- We live in in the Attention Economy. Video is everywhere. And everybody is competing to get people attention. We consume more video content than ever and the way of consuming video content has changed. Here just some figures that gives you an idea.. So there is a dog-eat-dog run to capture the attention of the users BUT what is needed to be noticeable? To Stand out in such competitive environment?
- In order to do that, we have to acknowledge the fact that every play is important, and every play is meaningful. Make every moment of the video experience meaningful to your audiences How do we make every player meaningful? Focus should be on what happens before users click on videos and what happens next, what information those brings with them
- Make sure that your content really stands out in a crowded online marketplace Thumbnail to encoursa watchers (catch their attention) and make them click on the video Description to make the content discoverable and more appealing for users Caption to help driving targeted ads and maximise revenue
- At JW Player we do that with: Buffer-Free Video player (content preloading, ads preloading) Adaptive Playback experience that adapts to different devices and different connection speed
- Consuming content on O&O should not be one-off experience but publishers should have users consuming more content. One of the thing that social media do really well is keeping users consuming more content on their platform That is why at JW Player we developed JW Recommendations - a data driven engine that recommend video content based on content watched before but also content that is relevant to each different users. This means offering an extremely personalised and engaging video experience Publishers that use JW Recommendations usually see: +68% Increase in Time Watched +35% Additional Video Video Plays + 20% Lift in Revenue
- Using date to optimise the video production process. At JW Player, as part of our JW Analytics product, we created what we called “Content Score”a live graphic representation that in real time tells you what content is performing well and what’s not. What content is having a High Conversion and which one is having a Bad Conversion - based on Engagement Rate and Entitlement Rate. A very powerful tool to immediately have a sense of how all the videos are performing across the board.
- Taking control - not rely too much on social media but making sure to take full control of your O&O. Making sure to choose the right technology to deploy your video strategy, pay attention to the details while managing and curating content, having your user to consume more content across your properties, leverage data to drive the production of content and optimise the monetisation process.
- Conclusion - Great to be here, thanks for having me, if you'd like to chat more I'll be around during the break and for the next 2 days. So please feel free to come and grab me at any point.