What are the essential ingredients for video enabling a website

1. Ventuno Video Ecosystem
Ventuno has developed a proprietary technology platform and service model that serves 3 fundamental
purposes for a publisher to be video enabled.
1. Setting up the required video platform & infrastructure
2. Getting relevant video content that would interest the website’s audience, thus, enhancing the current
offering
3. Increasing the monetization of the website while adding video content
Each of these components can be available by the publisher and/or outsourced.
Video Platform & Infrastructure
Infrastructure is the software component that helps the publisher upload, organize, manage, publish,
distribute, monetize and analyze their video assets online. The publisher could either build this
infrastructure on his own or get it from an online video platform company (like Ventuno). Unless the video
competency within the publisher’s organization is high and video is core to the publisher’s business
strategy, building and maintaining it in-house is an expensive proposition.
Ventuno solves all the issues by providing ready-made capabilities in terms of hosting & streaming content,
content management, publishing and distribution, ad monetization and support.
Video Content
Video content, unlike other content types is not easy to create. Producing video content is both expensive
and requires a lot of expertise. An alternative is to procure content from available sources, though this is
not necessarily easy. Alternative sources of content would typically come from
Traditional content creators
Content aggregators
Content networks
Sourcing from traditional content creators for online use is tricky as they are used to a set way of thinking
and are not always open to the new media revenue models. Traditional content pricing typically involves
an upfront fixed fee with geographical limitations. Going to aggregators usually carries fixed fees and in
some cases minimum guaranties and/or revenue share. In case of a revenue share model too, most times
a minimum guarantee amount is expected. Then there are large content networks where you will not only
get content but also a payout when ads are run. However, the publisher will have no control over the in-
stream ad monetization and you will have to depend on that content networks’ capability to fill and
monetize the same.
Ventuno solves this problem by acting as a meta-content aggregator & syndicator. Ventuno augments this
with its own content production facilities. Thus making available a vast library of content to the publisher at
no cost

2. Monetization
Monetization is typically from subscriptions, pay-per-view, sponsorships and ads. If you have compelling
premium content that is copyrighted or licensed by you then subscription and or pay-per-view models could
be an option. But getting scale on the back of subscriptions is not easy; however, if executed correctly, you
could make a tidy margin. Monetization through advertising is popular amongst existing websites that have
video capability. This requires a website to have a robust video ad server, a direct sales team and a large
enough ad inventory, else getting ads directly from advertisers and agencies is close to impossible. Also,
geographical split of content views creates a complexity that would require you to offload your remnant
inventory to video ad networks. Lack of standard adoption makes integration with multiple video ad
networks a complex task. Having done all this, the publisher has to make sure that the analytics and
reporting are detailed enough to optimize and maximize revenue generation and profit margins.
Ventuno by virtue of being an open platform has integrated with more than a dozen video ad networks
around the world including Google Adsense for video. This provides the publisher the flexibility to maximize
revenue from many available options. In cases where the publisher is capable of procuring ads on their
own, the Ventuno ad-server is used by them to manage their video ad inventory.