Tuesday, February 13, 2007
Media Putting Video in Spotlight
Video hosting company Brightcove, which also runs its own ad network, is emerging as a leader in the category, and the company just scored deals with Time Inc., TV Guide and About.com to distribute their videos.
Brightcove limits the risk to publisher by distributing videos for free and splitting the ad revenue with publishers. The cost of producing videos continues to tumble, and the increase in broadband penetration to nearly half of all U.S. households by the end of the year are prompting primarily text publishers to incorporate video into their websites.
Video is an attractive compliment that breaks up text-heavy pages, offers higher CPMs, and can attract the younger generation that considers video as the primary source of news and entertainment. While today the market is wide open, very soon we'll have a half dozen leaders in the video distribution, search engine, and advertising categories as the next 18 months will be the "shakeout" season to separate the winners from also-rans.
Found via MediaPost.
By John Gartner at 10:18 AM | Comments (0)
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