Monetizing Online News Content from India (Part 2)
What is the return on investment for an advertiser when a viewer from California views an ad of Idea Mobile? A good percentage of the viewers of the Indian News websites are non-resident Indians. Major Indian news sites provide live news streaming. The Indian advertisements shown in these live streams may not appeal the International Indian viewers. Displaying ads based on geography can have better results and opens up a new stream of revenue.
In first part of this series we took a look at the need of a different model of distribution for live news content over internet. The ranks of these news websites have changed since we have looked at it last time. Based on the latest Alexa ranking news websites from India like IBNLIVE, NDTV and DDNews gets 36%, 29% and 21% respectively of international traffic. Here we assume that all the viewers of the website watch online news streaming.
Most news channels monetize the web pages using AdSense, which is context and geography sensitive. If the online news streaming also has same context and geographic advertisements, then it will more appealing to the viewers.
In the block digram above, the aggregator collects the advertisements from international advertisers who wants to target Indian population in US, UK etc. The aggregator also gets the live news stream from broadcasters like IBNLIVE, NDTV and DDNews. The aggregators will replace the advertisements shown from the Indian broadcaster with contextual and local advertisements.
For example, an viewer of CNNIBN in California will get the live news content along with a local car advertisement, instead of an Indian ad (Idea Mobile). This may not only bring in additional revenue stream, but also bring more value to the advertisers. News broadcaster can be their own advertisement aggregator and distribute their content through internet.
The same model could be applied to the rich video library of these broadcasters. Most sites allows sharing of its videos on blogs and personal websites. News broadcasters can always show a 5 to 10 second contextual advertisement before showing the video content. It doesn’t matter whether the content is displayed on broadcaster’s website or a personal blog.
Recently, Headlines Today (from India Today Group) announced that they will distribute their video content through the video search engine Blinkx on an ad revenue sharing basis. This is definitely a good way to make the content available beyond India and get a wider audience. Blinkx will embedded contextual advertisement with these contents.
Contextual video advertisements can bring more value to the advertisers. What do you think? Is there any other business model for monetizing online news streaming?
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