Streaming Media White Paper 2008 - (Page 8) 8 Best Practices: HOW TO PROFIT FROM INTERNET TV Advertising placement services from Internap provide the ability to utilize a customized media player,which establishes the channel’s look and feel, offers media controls, and provides the opportunities for ads to be inserted. Advertising services from Internap provide you with the tools you need to manage campaigns, predict inventory, maintain high CPMs, and integrate effectively with offline marketing programs. Pay-per-view and subscription-based pay models are commonly designed with a content authentication web service. This service can be created by your own web programming team or can use the Internap Professional Services Team.With both models, the content owner passes a custom key or code along with the request for the video (this code is normally dynamically generated or generated as part of the end viewer’s account or subscription). When the CDN receives this code, it is passed via a separate connection to the content owner’s web service for approval; the web service simply says yes or no to the code and the incoming IP address and file to be viewed. end users, this new converged world provides the ability to control how, when, and where content is viewed.In this new,emerging model, the viewing experience transforms from essentially a one-way viewing experience to a more interactive one with enhanced opportunities for audience engagement, such as polling, chat, and casual gaming. For content owners and distributors large and small, this evolution allows them to establish an internet TV presence and transform online streaming from a costly, low-value proposition into a self-sustaining, profitable business. What distributers need to keep in mind is that while this new medium opens up new opportunities and channels for content distribution,it also opens up new fresh types of entertainment.Content owners and distributers will need to create programming that takes advantage of the internet as a medium rather than using the web as a mere distribution channel to push traditional TV shows. Having the right content delivery partner can allow you to focus on the creation of new and interactive content and spend less time focusing on the underlying technologies. • Who will your audience be: national, international, or local only? Will you have access restrictions by geographical constraints, by secure access only, or by time of day? Do you need local blackout capability? • If you plan monetization, what type is most effective for your audience: banner, pre-roll or overlay? Reporting Finally, the need for detailed and reliable metrics completes the monetization picture for internet TV. Without being able to accurately measure and report on who viewed your content, when they watched it, and what they did afterwards,the publisher lacks the means of demonstrating value to the advertiser and deriving payment as well as the ability to make changes to content based on performance. With Internap, you have live access to statistics, active ad campaigns, demographics, current sessions, historical trending, affidavit reports, and data for invoicing. Best Practices: Questions to Consider When Planning Your Internet TV Destination Know your audience • Carefully plan your player's (the vehicle that your users will use to access your content) look and functionality to meet your usage requirements. If you will be streaming local news content, for example, instant replay or timely postgame replay probably isn't as important as it would be for sporting events. • Consider whether you will broadcast live, on demand, or both.What content/ playlist selections will you offer your customers? Design your content management system to align with your business strategy and your users. Know your business requirements • Know where your content will come from.Will you use local DV cams and encoders, satellite acquisition, or usergenerated content? How will you manage video quality? • Understand your revenue and expense lines. Do you plan to run your business for profit? What will be your revenue streams: pay per view by event, by subscription, or both? If utilizing advertising, how will you obtain advertisers? Is digital rights management or licensing one of your business goals? How will you bill for usage and access? • Know how will you manage your business.What minimum reporting is needed: demographic viewing trends, time of day trends, advertising clickthrough, or content demand? Know your success metrics before you start, and be sure available reporting will be able to capture them. ABOUT INTERNAP Internap is a leading Internet solutions company that provides The Ultimate Online ExperienceTM by managing, delivering, and distributing applications and content with unsurpassed performance and reliability. With a global platform of data centers, managed IP services, a content delivery network (CDN), and content monetization services, Internap frees its customers to innovate their business and create new revenue opportunities. Getting With the Program: Focusing on Content, Not Technologies There’s no doubt, the convergence of television and internet is well on its way. For
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