Monetizing Consumer-Created Video, a JupiterResearch report released April 2, says advertising is “the only revenue stream worth pursuing” for ventures that aspire to be consumer-created video (CCV) aggregators. The study focuses on consumer attitudes toward advertising, because most consumers are willing to view ads in exchange for free content. Pre-roll ads are preferred by 19 percent of consumers, post-roll by nine percent and banners by 30 percent, the study found. Ad revenue will grow from $489 million in 2007 to $1.3 billion in 2011.
To placate advertisers and consumers, JupiterResearch says the sites “should offer advertisers new creative formats as they become available and should avoid imposing too much clutter and delay between viewers and the video clips they want to see.”
The study reports that ad revenue is high, using Revver as an example. It uses a cost-per-click model, charging $0.75 to $1.00, with a 3.5 to four percent click-through rate. The report said that “ad rates and response levels this high are sustainable only when audiences and inventories are very small, or when content quality is extremely high.”
It also said, “As CCV aggregators proliferate and video-related ad inventory increases, advertisers will gain the upper hand and rates will fall.”
Peter Alsante Named Chief Creative Officer Of the community In New York
The community, a global creative agency, has hired Peter Alsante as chief creative officer, New York. He will be working in close partnership with the communityโs founder and CCO, Joaquin Molla.
Within the New York Office, Alsante will help lead creative partnerships with clients such as Volkswagen, Perfect Bar, Bath & Body Work, and more. He will be leading a team of talented creative teams who have been supporting these brands for many years.
โPeterโs work speaks for itself. Heโs an exceptional creative leader and I couldnโt be more excited to partner with him as he leads creative for our New York teams,โ said Molla. โPeter is strategic, approachable, and has the right creative sensibility. His talent, industry expertise, and ability to connect with culture and the new mainstream align perfectly with our agencyโs mission. He loves great work and building brands as much as we do. This is the beginning of a new chapter for us and I couldnโt be happier.โ
Prior to joining the community, Alsante spent two years working as an executive creative director at Grey Group NY. While at Grey, Alsante oversaw the Pringles brand, where he led the team to create the brandโs most successful Super Bowl campaign ever. Before Grey, Alsante began his career at BBDO, spending almost 17 years at the agency and growing from creative assistant to ECD, where he worked with a diverse range of brands. Alsanteโs work has been celebrated with numerous industry awards, including three Emmy nominations and two Emmy wins for his work with Sandy Hook Promise. His ability to inspire clients to create culturally relevant and talked-about work has earned him recognition across the industry.
โThe chance to make work that resonates in culture,... Read More