The top challenge that we get from our publishing customers relates to content creation and maintenance. Publishers are scrambling to create or source content and to keep it fresh and up to date. Today, many publishers still rely on fragmented third-party tools to support their video content and monetization strategies. Relying on independent creators, stock videos, and other 3rd party services to supply a consistent flow of content is no longer enough if you want to scale your operation. After all, it is the over-reliance on fragmented third-party tools that lead publishers down a rabbit hole of inflated costs, compatibility, and latency issues. With the cost of content creation on the rise, you need to find a way to be self-sufficient if you want to avoid eroded profit margins.
While news media publishers have a constant stream of videos, you have those who are scrambling to find video content to monetize on — making it challenging for publishers to effectively monetize their sites while keeping both users and advertisers happy. If you want to monetize your site effectively and create a sustainable video content and monetization strategy, you need to find a way to make technology and content work together. One of the challenges in doing so is the balance of automation vs. quality. While efficiency is important, you are still obligated to a certain level of quality. Finding the right component that will effectively contribute to your revenue is not easy, but it is possible.
Step #1: Technology is not the devil’s hand.
When implementing new technology, most publishers fear the learning tax that is associated with it. Slow page loads and higher user abandonment rates have been known to follow. However, if you want to scale, you need to combine your tech and content resources into one symbiotic system that enhances your content experience delivery capabilities. When you apply a technology that can maximize the value of each content you create, you get a better return on an inventory and category level.
Step #2: Automate your content creation processes
As opposed to general opinion automating processes doesn’t necessarily mean a significant investment, if you lay the groundwork properly. It also doesn’t mean big production teams or time-consuming “learning-tax” that is prompted by many ad-tech solutions.
Vendors today offer a technology layer that knows how to communicate well with others, allowing you to simplify your stack, work more efficiently, and derive much more value from each content produced.
Step #3: Work efficiently and see your performance lift.
Maximizing the full potential of your existing content also drives value by generating traffic to less prominent sections of your site. With automated video storytelling, you deliver premium in-stream video and enhanced viewing experience, while leveraging your existing content across your site in different verticals, making the most out of each content asset. By doing so, you gain traffic to other less prominent pages, increase time spent on site and avg — page per visit, ultimately leading to reduced abandonment rates. By being able to offer a steady flow of high-quality, contextually relevant content, you eliminate the need for multiple complex solutions and costly video production teams making it significantly more cost-effective to engage and retain your users.
Step #4: Make sure it is easy to use.
When you examine your stack, you need to understand what you are looking at. If your ops people can not make sense of the tools they are using, then you have a problem. Time is money, especially for publishers whose revenue is measured by milliseconds intervals. To make sure you are selecting the right partner also look at how responsive your potential partner is. If the entire sales process is cumbersome or unmanageable, why should the product or customer service be any different?
Remember, while there are many technology alternatives, the main goal that we started with is to simplify the process, combining only the elements that will lead to true performance optimization. Therefore, you need to simplify your stack and avoid integrations that will only inflate your stack and impact your performance across the board.
Step #5: Make the most out of your assets
Streamlining original and engaging content is a publisher true Achilles heel. You need a technology that not only supply a fresh stream of engaging and monetizable content but also knows how to transform your proprietary assets into engaging videos within minutes, without requiring any setup or editing. These capabilities allow you to improve other content sections and increase their value in the eyes of the advertiser as well as lift your overall performance and monetization.
Video creation has been a significant barrier before, but not anymore, and there’s a place for auto-generated content for driving engagement, user retention, and monetization. You’ve already invested in quality editorial and visual assets, why not put them even further to use? When you have a technology that has built-in video streams and can re-use your non-video assets in a contextually relevant environment and deliver video CPM, you can benefit from both content and monetization enhancements in one take.