People Places Products
Online video exploded in 2007 and the biggest challenge for content creators and distributors was not finding an audience, but turning that audience into revenue. No small challenge, as at that time viewers refused to pay for content and loathed pre-roll ads or any other ad unit which disrupted the viewing experience. VideoClix enabled video provided a solution, allowing viewers to click on objects in video instantly delivering high-valued information with no interruption.
VideoClix is a disruptive technology that delivers on the promise of interactive television
Working with the leadership team, Stafford helped revamp the monetization model for interactive video by applying his expert knowledge of the ad sales, ad agency, brand marketing and affiliate marketing space, coupled with his deep understanding of content production and distribution. From this work came the People Places Products model—the three P’s.
People Places Products became the foundation of the object-targeting approach unique to VideoClix and provided the anchor appeal to advertisers, content creators and tier-one media companies.
The primary non-technical challenge to the adoption of interactive video across the industry, was the singular-focus on click & buy. While being the most obvious use of the technology, click & buy was considered by some content creators to undermine the inherent value of the content and it left no room for the most profitable area of online ad sales; display ads.
Stafford, working with the leadership team, built-out a robust monetization model that provided a mix of revenue generating opportunities, featuring the industry leading CPX interactive unit, which provided an effective non-intrusive media vehicle for advertisers.
Content creators in the online video space rarely have access to a dedicated ad sales team tasked with working brand advertisers, retailers and manufactures on revenue generating deals to fund content.
VideoClix solved this problem by integrating tier-one affiliate-marketing feeds into the back-end of the its platform, providing direct access to thousands of products and display ads for producers to link-to for clicks on objects in video.
Stafford closed network integration deals with Commission Junction, Shopstyle, PriceRunner, Smarter.com and Amazon.com. He also created and managed an exclusive clickable-video partnership with LinkShare, a world-leader in affiliate marketing.
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