TV shows: Making Money Work

Not making money as a YouTube partner? Here are some tips from YouTube itself

YouTube hosted a live event today to help partners get the most out of their YouTube revenue.

Phil Farhi of YouTube, began the event by telling partners about a few of the new initiatives that YouTube is working on, to help make partners as successful as possible. He started by bringing us through the history of advertising on YouTube.

Phil mentioned that just 3 short years ago, YouTube began using in-video and overlay ads, the first step in monetizing videos. And following the first format of ads, YouTube brought Ad Sense ads, enabling smaller advertisers/customers to get on board, allowing YouTube to capture a broader range of advertisers.

Next came in-Stream Ads (mid and pre-roll ads), a format that was launched about two years ago. YouTube said this has been popular because advertisers will pay more for ads that are similar to the format on TV. At almost the same time, promoted ads were introduced and it was proven to drive traffic to videos that were featured using the ‘promoted video’ format.

A few months ago, a new ad format for partners called TrueView was rolled-out. This format lets users watching a video skip the ad after five seconds. An ad format that YouTube says is less interruptive and doesn’t risk annoying your audience because it gives them the chance to hit stop.

Phil asked the question “ What makes a movie a successful?” Using the movie industry as an analogy, he went on to explain that there are many factors that come into play that make up the overall picture; ticket prices, seats filled, distribution etc. It’s the same with YouTube as he pointed out. Partners shouldn’t look at one aspect such as RPM (revenue per thousand page views) or CPM (cost per thousand, as an example $1 or $5 per thousand views), they should look at everything including geography.

A few points to take away

Good partners focus on overall revenue and aren’t fixated on “ticket price”. They also work hard at building a strong audience as well as trying to increase views. Good partners look at geography, RPM and CPM.

Bad partners look at the wrong metrics and don’t build up their audience. Partners who only focus on RPM might think everything is fine however, it’s critical that users concentrate on CPM as well and continue to build audience loyalty.

YouTube says advertisers are creating content that competes with user content, and millions of users are watching advertisements on the site. Think about the popularity of Superbowl ads.

Keep experimenting! Compare ad formats by type and geography and play around with different scenarios. Try enabling ads after your loyal audience has seen them or try it in reverse. Play with different recipes and see what happens when ad formats are enabled/disabled. There is a wide variety of ways to make revenue.

Take a good look at revenue break downs and compare formats; True View, in-Stream, etc.

Better reporting for ad formats coming soon. YouTube admits that partners don’t have the best reporting feature right now.

YouTube will be adding an option for partners to opt-in to just TrueView Ads without needing to be signed up with other formats.

Ensure the metadata on videos have the correct information and enough words to help YouTube’s algorithm bring the best targeted ads to your videos

It was a nice idea. Today the unemployment rate is hovering above 9 percent—better than it would have been without the stimulus, most experts agree, but still painfully high. Why didn’t we get more for our money?

While liberals and conservatives alike blame the stimulus itself—It wasn’t big enough! It was never going to work!—the problem may have more to do with how the money was spent. It’s not enough just to inject money into infrastructure, because not all transportation funding is created equal—or at least, it doesn’t create jobs at an equal rate. As any infrastructure policy wonk can tell you, money spent on fixing up existing systems or building mass transit delivers more jobs, and faster, than building new highways. With their wallets bulging with their federal allowance, the states were allowed to spend $26.6 billion of the American Recovery and Reinvestment Act money however they saw fit.

A new study shows that most states didn’t end up making the most of the windfall. The report by the transportation research group Smart Growth America found that states spent more than a third of the money on building new roads—rather than working on public transportation and fixing up existing roads and bridges. The result of the indiscriminate spending? States missed out on potentially thousands of new jobs—and bridges, roads, and overpasses around the country are still crumbling. Meanwhile, the states that did put dollars toward public transportation were richly rewarded: Each dollar used on transit was 75 percent more effective at putting people to work than a dollar used for highway work.

The government meant to get the biggest bang for its buck, with “shovel-ready projects.” But building miles of new roads requires planning, land acquisition, and other lengthy steps that put fewer workers on the job immediately.

Mandel Ngan / Getty Images

The government, of course, meant to get the biggest bang for its buck. The stimulus bill forced states to spend their allocated cash quickly, which was intended to get them to fund maintenance needs—“shovel-ready projects”—that had already been identified. Building miles of new roads, on the other hand, requires planning, land acquisition, and other lengthy steps that put fewer workers on the job immediately.

Some states did that. Sue Minter, Vermont’s deputy transportation secretary, says a longstanding “fix-it-first” policy for infrastructure and bipartisan collaboration shaped Vermont’s decisions about how to use the funds. The state spent all of its highway money on system maintenance, with a small amount going to mass transit. (Minter, a Democrat, was a member of the state legislature at the time.) “This shot of money into our economy was very, very significant. It’s part of the reason we have a relatively low unemployment rate,” she says. Only 5.8 percent of Vermont residents are out of work, one of the nation’s lowest rates. State research shows that ARRA funding employed 11,000 people—a small number overall, but a significant one in a small state. Minter says the maintenance was important for keeping economic growth, particularly in tourism, strong.

Other states, however, took a different tack. Arkansas used 81 percent of its money for new projects and none on transit; it also has a higher unemployment rate than Vermont. And unlike other states near the bottom of the list, just 38 percent of its roads are in good condition, according to a report by the American Association of State Highway and Transportation Officials, a trade organization.

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TV shows

Tuesday, February 15, 2011

Making Money Work

Not making money as a YouTube partner? Here are some tips from YouTube itself

A few points to take away

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'Idol' <b>News</b> Beat: Siobhan Magnus Records, Plus Alex Lambert <b>...</b>

Michelle Malkin » CBS <b>News</b> reporter Lara Logan sexually assaulted <b>...</b>

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'Idol' <b>News</b> Beat: Siobhan Magnus Records, Plus Alex Lambert <b>...</b>

Michelle Malkin » CBS <b>News</b> reporter Lara Logan sexually assaulted <b>...</b>

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