Lightcast's 和reas Kisslinger Talks Innovative 奥特 Monetization Strategies
了解更多关于奥特货币化的信息 流媒体西部2022.
蒂姆Siglin: Welcome back to 流媒体 East 2022 here in Boston at the Westin Copley. 今天我请来了Lightcast的和reas Kisslinger. 首先给我们讲讲Lightcast吧.
和reas Kisslinger: Lightcast is an end-to-end 奥特 provider enabling publishers to upload and transcode, 存储和传送他们所有的内容——点播音频, video, 生活事件, 线性流-到所有设备和屏幕.
蒂姆Siglin: 一分钟前你在创新专区做了一个讲座. 主题是什么??
和reas Kisslinger: 它是关于 创新的奥特 roi. 我们看到许多垂直领域的新发行商, 行业, 所有类型的非营利组织, 教育, 政府, but also independent content creators sometimes struggle to find a good business plan around their 奥特 presence and their media distribution. 所以我们专门提供建议, but also a toolbox with various revenue opportunities beyond the beaten path. 所以超越了标准的广告和订阅.
蒂姆Siglin: That's probably timely because traditional online ads are not doing quite as well people would expect at this point.
和reas Kisslinger: 这是一个挑战，现在你需要五个, or even--as someone here at the show told me yesterday--sometimes up to 20 different ad networks and demand partners to, 达到体面的80%填充率. 这使得它非常复杂. 当然我们可以处理这些. 在Lightcast媒体云中, you can use 20 different demand partners and merge them all into a feeds that go across all devices. 但仍, 这让事情变得非常复杂, because then you have to make sure you get paid from each of these 20 different demand partners.
蒂姆Siglin: Just because the ads get served on your content doesn't necessarily mean you'll get paid. 昨天我们做了一个研究主题 流媒体状态, and one question we asked--especially for those who are interested in doing FAST channels--was how satisfied they are with the revenues that have come in from their 奥特 channel or their FAST channel. 结果显示，54%的人要么表示中立，要么表示不满意. 和 so when you talk about ROIs is part of that helping to set expectations for people who think, "Oh, 我的内容每个月能让我赚一百万.“也许他们确实有一些半付费内容. 你如何帮助他们设定期望?
和reas Kisslinger: 这是一个很好的观点. We actually try to help consult new startups and new customers early on to make the best decision on the best revenue model that fits their business, 还有他们的收视率. 和 we distinguish between large audiences above 1 million views a month, 每月的小观众在100万以下. 和 with smaller viewerships we do recommend they look at alternative ROIs, such as lead-gen for sales of service and product while publishers are building their audiences to achieve the levels where 广告 actually becomes viable.
蒂姆Siglin: 你这么说真有意思, because we've now done five of these surveys and Michelle who you met helps do the analytics on it. 那天我们边看边聊, 我们一直对AVOD有疑问, TVOD, 的广告, 但我们在这里留下了一个类别，叫做“免费”.“当我们最初这样做的时候, the editor of the magazine and I argued about whether "free" was actually a revenue model. 我说:“看看亏本公司.“最终你所说的是, 你可能需要利用其中一些免费内容来建立用户群. 和 then at some point shift over once you get to critical mass.
和reas Kisslinger: 完全. 和, 订阅, 例如, does work for smaller audiences as well if the publisher produces content that speaks to a very specific group that is willing to fork out a credit card for that. 但我们也有Flex订阅, 我们在哪里允许观看者设置订阅价格. This is great for startups and media companies as they're growing their audiences who would otherwise give away the content for free entirely. 和 they say, "Well, if someone sets it to zero, we'll allow them to view it. 至少我们收集了用户数据，现在我们可以跟进了,出乎所有人的意料, often it exceeds their expectations as viewers set prices of $5, $10, $20, 比他们预期的要高很多.
蒂姆Siglin: 和 then that also allows you to put your business model together to say, “好吧, 我知道普通用户可能每月支付5美元."
和reas Kisslinger: 完全. 和赞助商. So, many startups and media companies don't realize how many potential advertisers they already have in their pool of contacts within their network who would be willing to add flat-rate pre- or post-roll ads around both their on-demand and live content, 按月或按年支付固定费率. 和 they can be served just like any other 广告 from within the Lighcast Media Cloud. So our publishers can upload and manage all of their direct sponsors' ads, and then serve them around all their content and get paid directly without any middle man getting any cut.
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