July 21, 2008
The online video business (and the social media business, for that matter) is now turning its attention to the monetization problem, with everyone from Hulu to VideoEgg making a bid to uncover the killer ad product.
Husky Media, the video monetization platform spinning out of Heavy.com, has its own notions of how best to monetize web video. While it is still early days, Husky is seeing some promising early returns on its video-skin ad product. Across the first 25 million ads it served, Husky saw click through rates (CTR) of 3%, as compared to 0.1% average CTRs for banners and 0.74% CTRs for in-stream video ads. Check back after 25 billion ads to see if we can sustain these rates!