Vice President, APAC | 05 Jul 2013
When we speak about monetisation, everything boils down to measurement and RoI. Thus, as television has TRPs, a similar kind of model will soon follow for online video content. A number of agencies are already working on a GRP kind of model. However, to make the best out of this system, video content creators will have to work more professionally and verify the target audience, reach and frequency.
Preetesh Chouhan, Vice President, APAC, Vdopia has almost 14 years of experience across various verticals. Chouhan joined Vdopia in July 2012. Prior to that, he had a brief stint with Sify Technologies, where he looked after Business Development, Innovations, Client Relations and more.
In conversation with exchange4media’s Saloni Surti, Chouhan speaks about the trends witnessed in the video content and advertising space as well as the organic video revolution witnessed in recent times.
Q. Is independent video content finally getting its due importance?
Yes, video content is finally getting its due importance. We have seen a lot of examples in the recent past. ‘Kolaveri Di’ and ‘Gangnam Style’ or the Uttarakhand disaster, which was reported through videos across the internet, are good examples of the popularity of video content. Narendra Modi’s new campaign has a lot of portion reserved for digital and video. Video has now also become one of the most effective and acceptable forms of communication.
Q. What are the challenges faced by content creators?
There are a number of challenges. There are two most accessed categories in video content in India – namely, news and Bollywood. Then there are certain portions of cricket and other formats. Thus, the major issue from content creators’ point of view is lack in variety of video content. Take another Asian market to understand the problem. For instance, Korea is a highly internet developed market. It has various genres in video content, including sports, education and travel and fashion, which are consumed a lot. Thus, when there are more categories, the consumption will go up automatically. What we need in the Indian market is good content, circulated within the right distribution channel, and there will be more audience. In India, we require more variety.
Q. Monetisation of content has proved to be the biggest hassle. What are some of the ways of monetising video content?
Monetisation of video content is not difficult, if done through right options. We help our partners monetise their video content. If the quality of the content is good and has an array of options, then monetisation of content is not an issue. There is a lot of demand in the Indian market, but there is a need gap here.
Q. Which are the major advertisers with Vdopia?
We have clients across various sectors. We have auto clients such as Renault and Maruti, and then there are mobile handset makers such as Nokia and Micromax. We also have telecom service providers such as Idea and Vodafone. There are various dotcom clients as well, such as Shine and Monster.
Q. What are some of the major trends witnessed in the video content space?
We have seen three major trends in the video content space of late – platform of consumption, analytics and measurement, and content. Platform of video consumption has been the big topic in recent times. Right now, we are in a situation where a big battle is yet to be fought. In the times to come, mobile will be the device for consumption. We occupy at least 85 per cent advertisement inventory for mobile television. Thus, mobile television is one of the major trends in this space.
Analytics and measurement is the next trend that I would like to speak about. When we speak about monetisation, everything boils down to measurement and RoI. Thus, as television has TRPs, a similar kind of model will soon follow for online video content. A number of agencies are already working on a GRP kind of model. However, to make the best out of this system, video content creators will have to work more professionally and verify the target audience, reach and frequency.
The third trend that we have witnessed is on the content front. People, who are now producing video content for other platforms, will re-produce that content for digital. A lot of big names already have YouTube channels, thus acting upon this trend. Even for cricket series, now mobile rights and web rights are sold just like cricket rights.
Emergence of mobile television, arrival of GRP for digital content and content owners re-creating content for digital are the three major trends witnessed in this space.
Q. What are some of the trends witnessed in the video advertising space?
Initially, when digital advertising started gaining importance, there were various options such as search and display. However, in the last few years, video advertising has emerged as an independent digital advertising category and is the fastest growing.
We have witnessed a very organic revolution across the video advertising space. Other major trends are integrated strategies for videos. When brands run a campaign on YouTube, they will have to create something different mobile. Thus, brands now need to create multi-screen activation strategy.