Learning about your audience and forming the right relationship is the foundation for all content monetisation
he digital sphere offers all kinds of new monetisation opportunities, with various
way to squeeze out some amount of revenue. But when you are producing content of a certain appeal, with a known audience, strategies and processes need to be thought out in depth to make the most of the opportunity the content offers. Just selling the rights is the bare minimum for any high-quality content, and careful analysis may indicate that going directly to the consumer is the most lucrative route. Not just to earn revenue for the content itself, but to ensure a closer relationship with the audience in the future. In the case of sports, rights to an event may have already been sold, but many alternatives can be exploited – everything from betting, bonus fan content and NFTs, to in-stadium opportunities and merchandise. “We’re trying to help our customers get the most value out of their content,” says Bob Waln, MediaKind’s product manager for monetisation. “One thing that is often overlooked is the data around the consumers themselves. Providing the data back
to the content owner can really help them better engage the viewer and retain them for longer.” That user data may be a catalyst for enabling other types of monetisation, informing decisions on how to treat the content by watching how users interact with it. Having good audience data is valuable – and monetisable – even if the numbers aren’t particularly huge. “If you’re a smaller content owner, your options are still pretty wide,” says Waln. “You could try a FAST channel approach, where you make it all ad supported. You just need to make sure you have knowledge of who that consumer is, so you can get closer to them.” MediaKind’s tools intersect the content pipeline at every stage of the process, giving the company’s customers a big boost in how they
pathways to reach audiences – live streaming, VOD, social media and traditional broadcast, to name a few. But the ever-deepening connection between technologies and audiences introduces entirely new avenues of monetisation, including NFTs and – although it’s still in embryonic form – the Metaverse, which promises to monetise... well, everything. “Your biggest challenge is, how do you fight for eyeballs? How do you get attention?” asks Eamonn Armstrong, MediaKind’s senior director of product management. “Once you’ve grabbed that attention, how do you monetise it? Will they watch ads? Will they pay for the service? Will they be willing to watch a full piece of content? Do they only want highlights or a small part of the content? Those are the interesting challenges our customers have.” Monetisation itself is not that complicated. Any one of us might post a YouTube video and then find a
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