How Fox Monetizes its OTT and TV Everywhere Offerings
When it created a YouTube channel for "American Idol," Fox faced an ad rights minefield. Learn how programmers can monetize their streaming video deployments.
The bigger the operation, the more complex putting premium content online becomes. No one knows this better than Mark London, vice president of ad solutions for Fox Networks Group, who spoke about over-the-top and online video ad challenges during a panel discussion at the recent Streaming Media West conference.
"We recently put our stuff on YouTube. We have an 'American Idol' channel on YouTube, and just for the North American rights to put our ads on that platform was extremely difficult, from a process discussion, technical integration, using their ad server or ours. Those kinds of discussions are complex and then you get down to the technical delivery and the operational discussions," London said.
For those facing the same challenge of managing ad rights and creating a workable technical platform, London offered advice.
"The first and foremost is you've got to get the business side and then you really dig into the technical part of it. A lot of people probably in this room think, technically it's probably pretty straightforward, but testing that, the various devices that are now out in the marketplace makes it very complicated," London noted. "I think 'X Factor' on Roku is a similar situation. What does that look like? Similar conversations due to the partnership with Simon Cowell's production company as well as Freemantle makes it very interesting but also keeps a lot of challenges for us, but we attack them as they come."
For more on how programmers can monetize their OTT deployments, watch the panel discussion below.
ROUND TABLE: Over-the-Top, and Into Your Bank Account
This session focuses on how programmers and aggregators monetize TV Everywhere deployments. As more live, linear broadcasts (and networks) are deployed on secondary screens, the need for ad insertion/ replacement models is emerging. What are the functional building blocks required to originate the signal and stream? How are the ad breaks recognized and marked- and what happens in order to repurpose the broadcast ads for these additional screens? This session explores the technical workflows, business requirements and rules, and "need to know" elements to help get a video ad deployment up and running.
Moderator: Matt Smith, VP, Technology, Chideo
Speaker: David Adams, VP, Corporate Development, Accedo
Speaker: Sean Crawford, VP, Strategic Business Development, Adap.tv
Speaker: Greg Philpott, CEO, mDialog
Speaker: Mark London, VP, Ad Solutions, Fox Networks Group