| There were some very strong structural reasons | | | | advertising (and you are happy to be accountable, |
| why advertising was hard to obtain for Internet | | | | and you can provide click-throughs to the |
| TV stations, and that this was allowing the | | | | advertisers web-site) that is relevant to the |
| free-to-view space to be inhabited by the main | | | | audience you have on your Internet TV station. |
| channels and broadcasters, who could subsidise | | | | You have an audience that is valuable to specific |
| their Internet TV operations with revenue from | | | | advertisers. And ideally your monthly viewing |
| the traditional broadcast channel. | | | | audience is larger than that of the relevant trade |
| Is there a solution to these issues? Well, if there | | | | or specialist press publication. Clearly the tighter |
| isn't one yet, then one can certainly be | | | | and more homogenous your audience, and the |
| constructed. Firstly if the tv player software could | | | | tighter and better targeted your programmes, |
| pull in advertisements from an external source | | | | and the more relevant your proposition is, then |
| and integrate them smoothly into the schedule | | | | the more likely you are to get advertising. |
| stream, and that external source could be an | | | | And you need to design this into your Internet |
| advertising agency or a buying agency, so that | | | | TV station from the start if you are to have any |
| the count of the number of times an | | | | chance of getting significant levels of advertising |
| advertisement played could be independently | | | | revenue. Essentially, you are competing with the |
| verified, then that would be a good start. | | | | trade press, and you can use their advertising |
| Secondly, Internet TV station owners could | | | | rate card to structure yours. So the media |
| reposition and reframe themselves away from | | | | buyers and advertising agency planners you would |
| the TV advertising model. What I mean by this is | | | | need to talk to are those dealing with Press and |
| that just because you want TV advertisements, | | | | or buying/planning Press campaigns, rather than |
| doesn't mean you buy into the whole TV | | | | TV. The third issue I discussed in the previous |
| advertising model and the way TV advertising is | | | | article was the typical audience size of an Internet |
| bought and sold ie the advertisement is not the | | | | TV station, compared with a programme |
| whole model. | | | | audience on a typical mainstream broadcast TV |
| There is another advertising model that I see as | | | | station -there's no comparison, your tens of |
| being more appropriate, the press advertising | | | | thousands, maybe hundreds of thousand of |
| model. Let us suppose for a moment that you | | | | viewers per month, against several millions for 1 |
| are a manufacturer of sealed unit windows, and | | | | programme on 1 day! |
| you have just made a technical break through | | | | However, it should be apparent that comparing |
| that means you can produce windows that are | | | | your audience of several tens of thousands of |
| lighter, stronger, retain heat better, reflect sunlight | | | | architects (say) a month against the readership |
| better, and more resistant to breaking. | | | | of, say, Construction News, is going to be a much |
| Your market place is the architects, the structural | | | | better match, you may even have better figures. |
| engineers and specifiers, and the construction | | | | There is another possibility I want to raise, which |
| companies themselves roughly in that order. What | | | | is of a family of Internet TV stations, all broadly |
| you need to do is create an Advertising campaign | | | | targeted at 1 group, in much the same way that |
| that generates awareness initially, and follows that | | | | traditional press publishing companies have families |
| up with technical data, and gets some buildings | | | | of journals. Take for example an Internet TV |
| built or refurbished with your windows. | | | | station aimed at Vets, that could be allied with |
| That Press Advertising campaign is going to be | | | | Internet TV stations aimed at dog owners, cat |
| based around advertisements in the "trade" press | | | | owners, horse owners etc etc. |
| that each key group architects, structural | | | | So while Internet TV may be your communication |
| engineers/specifiers, construction companies and | | | | medium, your business model, I believe, should be |
| builders etc) read because that is the most cost | | | | closer to that of specialist press publishing. Now, |
| effective route into that audience. | | | | when you go on Joost, Blinx, Babelgum and similar |
| So, as an advertiser, you are "buying" a discrete | | | | internet video content aggregators, and your |
| targeted group purely on the basis of their | | | | content is buried along with thousands of hours of |
| profession and their role in the total buying | | | | all other sorts of video content aimed at God only |
| process for your product. And that is also what | | | | knows who, its no surprise that these businesses |
| you are selling as a station owner. And that needs | | | | struggle with advertising revenue, and you aren't |
| to be your pitch to the advertising agency or | | | | likely to get much. |
| media buyer (or both), you want video based | | | | |