Sept. 13, 2017 by Sara Jabbari

Where to Get Video Content for My Site?

In our last post, we talked about how the benefits of premium content have made it a highly attractive and monetizable inventory. However, as advertisers continue to demand this inventory, it has become a relatively scarce medium, largely due to it being resource-intensive - when it comes to premium video, publishers must invest time, people and money in production. In light of video inventory shortages, some publishers have looked beyond in-house production and into third party video content marketplaces, where instead of creating their own content, they curate it from a library of premium video made available by content providers.

#1 Content Marketplaces

When it comes to sourcing premium video, the go-to marketplace is VideoElephant, a video content aggregator hosting a library of various professionally-produced videos. Its video library includes both short and long-form content spanning many verticals, including world news, entertainment, sports, and technology, across 16 different languages. Some of the content providers that license their content on this platform include many top-tier publishers such as National Geographic, Press Association, Fox and Hearst, among others.

Video marketplaces allow online publishers to supplement their existing video inventory by selecting relevant content for their sites. These platforms provide an easy way to discover, purchase and transfer content to your website, allowing publishers to scale and monetize their video inventory without investing heavily in an internal video team, equipment and capabilities.

#2 Automated Production Tools

While some publishers choose to increase their premium inventory through third party video content curation, others prefer to have a little more control over the production process. However, as we mentioned, the traditional process of creating video can be expensive and time-consuming. As a result, a growing number of publishers have started to use tools that streamline video production by automating the process. Technologies employed by Wibbitz and Wochit enable publishers to create and edit video content through quick and user-friendly tools, rather than solely relying on a conventional video team and cameras.

These two platforms work in similar ways: Wibbitz allows you to automatically turn textual content into video as it analyzes articles on your site and finds relevant licensed photos and video clips. Meanwhile, Wochit lets you search for relevant media such as photos, video, tweets and infographics through keywords. Publishers can then edit, caption and customize their videos as they choose. In fact, many of the above mentioned big content producers, such as Hearst and Bonnier Corporation, use these services to supplement their in-house video production, realizing that internal production cannot sufficiently meet advertiser and user demand.

Here are some examples of videos that were automatically generated using these technologies.

In addition to automated video production, some publishers, such as Men’s Health, are finding cost-effective ways of increasing their volume of social videos by leveraging internal assets.

As video becomes a top priority for publishers, content curation via aggregators and content creation through automated technologies are increasingly being employed to facilitate and accelerate the process of increasing video inventories, and revenue. While conventional in-house production gives you the freedom to craft original videos, these options serve as useful alternatives for publishers, both big and small, to get their videos off the ground, without devoting a great amount of additional resources.


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