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Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Wednesday, May 4 • 1:30pm - 1:50pm
Online video consuming: monetization and audience research

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The audio-visual market has dramatically changed over the last thirty years, and even more since the implementation of digital terrestrial television throughout Europe. New suppliers of audio-visual content have appeared and audiences have fragmented. Broadcasting television has losing its capacity of gathering big audiences. Thanks to the digital revolution, the consuming of video is becoming more and more popular. The main broadcasters have started to offer online contents on a free and payment basis. The purpose of this paper is to review how broadcasters monetize their online video offer paying attention in the audience data they need to make effective sales of their online businesses. We will use a case study, which is Atresmedia in Spain. The question we want to respond using a case study is: a) how broadcasters offer online video content; b) how it is monetizing it and, c) what data it requires to make business from the online products. The case study is based on a combination of a direct observation of the digital strategy of the group, analysis of internal reports, commercial booklet and personal interviews to the CEO and the commercial staff of Atresmedia Digital.The final goal is to obtain recommendations for audience measurement. Media companies need to find a unique source for the metrics of cross-media audience, audited by an external bureau in order to offer reliable data for advertisers.

Authors
avatar for Mercedes Medina

Mercedes Medina

University of Navarra
Associate Professor at the School of Communication (University of Navarra, Spain). Her teaching and research focuses on media economics. She is member of the editorial board of Palabra Clave, Journalism and Mass Communication Quarterly and Communication and Society. She is the author... Read More →
IP

Idoia Portilla

University of Navarra

Moderators
avatar for Axel Roepnack

Axel Roepnack

Fordham University
Co-Organizer of WMEMC 2016Axel Roepnack is a faculty member of the Communication and Media Management department at the Gabelli School of Business, Fordham University, New York. His research and teaching focus on how digital transformation is challenging different media sectors, how... Read More →


Wednesday May 4, 2016 1:30pm - 1:50pm EDT
Room Bateman Law School
  Media Entrepreneurship
  • Manuscript # 1119
  • Session # B21