• by Naj Kidwai , September 10, 2009

As content owners search for effective strategies to monetize their online video content, they need to look no further then their content archives. Brands that already possess a repository of content are sitting on a valuable asset that is being underutilized. Online video is a platform than can help brands with loyal audiences take advantage of this asset and integrate it into their marketing strategy.

For example, existing video assets can be used by sports teams to create customized highlight reels for sports fans, and TV networks can clip packages from their programming archives. Monetization occurs by attaching a sponsored ad or direct marketing offer integrated within the video. Manchester United recently executed a campaign where fans got to select their favorite players and matches, and based on this information, ManU delivered a customized video package for each consumer that was tailored to their interests. An ad was attached to the end of the video offering a discount at the ManU team store. The video ad was relevant for the consumer and helped drive merchandise sales for the team.

Marketers always talk about engagement, and relevance is the real key to achieving this goal. If content owners can deliver customized video experiences that relate to individual consumers based on what they want to watch, these consumers will be more open to receiving marketing messages related to that content. The benefit to the content owner is simple: Higher conversion rates and more revenue.

Taking archived or unused content and turning it into a vehicle to deliver sponsor messages or promotional offers is easier than you might think.

New technology options available today enable content owners to tag and segment content into small video clips that can be assembled to create thousands of different ad variations based on the type of content consumers are interested in. Consumers are asked questions during the ad-serving process about individual preferences. These answers are then combined with consumer profile data such as geographic location or language to create a highly personalized and relevant ad.

So a travel agency could create an ad campaign where consumers watch vacation packages based on where they want to go, the type of trip (adventure or relaxation), and the time of year. The agency can include a discount offer at the end of the vacation highlight package as the incentive to book the trip. It is unique in that the travel agency is putting control back in the hands of the consumer at a time when they are engaged in the buying process.

It's a win-win situation. The consumer gets the content and promotional offer they are looking for, while the content owner gets a more relevant ad, higher sales conversion and better ROI.