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NEAL ROMANEK: What opportunities for monetisation emerge when working with your own platform?
STEVE RUSSELL: Last year, for an annual music festival in the Netherlands called the Friends of Amstel, we were thrown an interesting project. Normally, you can’t get tickets, because it’s so popular. But with Covid-19, it couldn’t happen – so they decided at the last moment to do it as a streaming event. Usually, 150,000 people go to the live event over two days, so we geared up for that. They started to sell tickets, and in the first week had sold 600,000! We were calling CDNs and making sure we had the capacity to run it. The monetisation model there wasn’t paid-for tickets. It was actually Amstel themselves who were the sponsor. And because it was a streamed event, rather than on national TV, they had a lot of freedom in the production. All the artists and musicians were in one venue – socially distanced from each other – and watching
Amstel gear, handing it to them in a tray at the end of a long pole. It was a great, natural way to bring the brand into the entertainment event. But it wasn’t pay-per-view, it was paid for through sponsorship. The sponsor got value out of it because they were able to integrate the product with the entertainment in such a smart way. VIKTOR UNDERWOOD: With our customers, getting return on investment is more about the effectiveness of your communication efforts. For example, I went to Norway recently for a hybrid live event from a TV studio. We had a certain number of viewers watching it live and engaging, accompanied by chat and polling. Once it finished, it was instantly available on demand. Over the next 24 hours, we had a larger online audience than had appeared live. In the business-to-business context, if you do an event, then make it available on demand, you extend its lifetime – and potential leads or revenue-per-viewer generated by it.
the performances. While they viewed, they were served beer by a waiter in
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“BECAUSE ITWAS STREAMED, RATHERTHAN ON NATIONALTV, THEY HADA LOT OF FREEDOM INTHE PRODUCTION”
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