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LongTail Video founder and CEO Dave Otten on video ads work, and how CPMs can go up
Advertising is expected to increase 20% to $31 billion in 2011, according to eMarketer. But online video is expected to grow more than twice as fast, or 52%. Given the fast-growing segment, the questions for both marketers, publishers and content producers - all three constituents that benefit from video advertising - which ad units are most effective and when can Web publishers see more consistent campaigns with CPMs (cost per thousands) above a single-digit price point? I talked to David Otten, founder and CEO of LongTail Video, a full-service video technology and advertising solutions company for that answer.
In this interview, David also talks about an influx of tier two advertisers/marketers that should increase the number of campaigns available paying out high single-digits to low double-digit CPMs to Web publishers who aren't super high-end content players, like Hulu.
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LongTail Video is a New York-based startup that has pioneered the web video market. Our flagship product the - JW Player - is active on over one million websites and streams billions of videos each month. It is used by a diverse group of publishers, ranging from Fortune 500 companies to individual bloggers. AddOns, a library of plugins and skins contributed by LongTail's community of developers that enable customers to customize their JW Player, are used by over 300,000 sites; and the AdSolution, LongTail's stand-alone, self-serve video ad serving system, serves over 200 million in-stream ad impressions each month to thousands of websites.
Recent additions to our family of products include Bits on the Run, an online video platform for managing, hosting and streaming your video content, and Open Video Ads, the world's first open source initiative to implement the IAB VAST 1.0 / 2.0 standard for video ad delivery.
To learn more about us, check out some of the following pages:
- The JW Player for Flash and HTML5
- Our AddOns Library
- Bits on the Run, our Online Video Management Platform
- Open Source Video Support for IAB VAST Video Ad Delivery, Open Video Ads
- LongTail Video's Community Site
- LongTail Video's Blog
We pride ourselves as the leading self-serve video product company on the web.