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BizReport : Advertising archives : May 27, 2011

Brightcove, AOL 5Min Media expand partnership

This week, Brightcove and AOL's 5Min Media announced plans to expand their partnership. Through the new deal Brightcove's Pro and Enterprise clients will be able to tap into 5Min Media's premium titles, giving them more monetization options.

by Kristina Knight

"[The partnership] offers advertisers access to a larger pool of video inventory related to premium, brand safe content," said Richard Bloom, Senior Vice President, Business Development with 5Min Media.

"For many publishers, creating a steady drumbeat of high quality, impactful content is an ongoing challenge when it comes to their online strategy," said David Mendels, President and Chief Operating Officer, Brightcove. "Together with 5Min Media, we are giving thousands of customers around the world instant access to premium content that can also easily be monetized, making it easier for these organizations to expand their video initiatives and reach new audiences."

He went on to say that one of the biggest challenges for advertisers in the online video space is scaling the segment. The ability to reach larger audiences with professional content in a brand-safe environment is important for brands who want to thrive in the video space.

"TV budgets are slowly moving to online video ads, however, challenges still remain due to a lack of fragmentation within networks and a need for more premium video views. Once these issues are resolved, and buyers become more in tune with the offering benefits, we'll see this trend really take off," said Bloom.

Recent data from NielsenWire finds that nearly 15 billion videos were streamed online in April 2011, a record for a single month's viewing. Most viewers streamed 103 clips. The top video hubs were YouTube (111 million unique viewers), VEVO (34 million unique viewers) and Facebook (30.5 million unique viewers).

Tags: 5Min Media, AOL, BrightCove, Nielsen Company, online video, video advertising, video monetization

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