Content Oriented Monetization Omniscience – COMO – Makes FAST all but a legacy

The adoption of FAST (Free Ad-Supported Streaming Television) channels has been unequivocally revealed as a colossal failure for Content Studios and Broadcasters aiming to monetize their content and services.

Whether utilized as standalone CTV apps or integrated within multi-channel services or OEM platforms, FAST has consistently failed to deliver the promised financial returns and sustainability for the real stakeholders. This glaring failure demands an urgent reassessment of monetization strategies within the digital content ecosystem. Enter COMO – the game-changing solution content and broadcasters have been waiting for!

Content Oriented Monetization Omniscience? COMO, how can it save the day?

Understanding “Content Oriented Monetization Omniscience” (COMO). In the rapidly evolving landscape of digital media and advertising, new terminologies often emerge to encapsulate innovative concepts and strategies. This article delves into the meaning and implications of COMO, particularly in the context of Connected TV (CTV) and digital video advertising.

FAST is a legacy approach to Content Monetisation – It tried and it failed

The failure of FAST (Free Ad-Supported Streaming Television) channels and AVOD (Ad-Supported Video on Demand) to meet the needs of content studios and broadcasters can be attributed to several critical shortcomings. Firstly, these models have been plagued by inefficiencies and a lack of transparency in the ad-tech ecosystem. The presence of multiple intermediaries, each taking a cut of the ad revenue but adding a fraction of value, has significantly diminished the financial returns for content creators and linear broadcasters. This complex web of intermediaries has not only reduced the share of revenue reaching the content owners but also introduced layers of opacity, making it difficult for studios and broadcasters to track and optimize their profits or advertisers to see where their money was spent.

Moreover, the sole reliance on programmatic advertising within FAST and AVOD has often resulted in suboptimal ad placements and lower CPMs (cost per thousand impressions). This has further eroded the potential revenue for content studios and broadcasters. The inherent design of these models has favored the ad networks and intermediaries, leaving content creators with a fraction of the revenue generated by their content. Consequently, the promise of a sustainable and profitable monetization strategy has remained unfulfilled, prompting the need for innovative solutions like the View TV backed COMO, which aims to address these inefficiencies and provide a more equitable revenue distribution based on risk and effort.

Defining COMO in CTV and legacy FAST Channel Networks

COMO refers to a comprehensive and strategic approach to monetizing digital content. It emphasizes the centrality of content in driving revenue and leverages advanced technologies to optimize the monetization process. The term “omniscience” suggests a holistic and all-encompassing understanding of the content ecosystem, ensuring that every aspect of content monetization is maximized.

Key Components of COMO

1. Content-Centric Approach: At its core, COMO places content at the forefront of the monetization strategy. This means recognizing the intrinsic value of content and ensuring that it is the primary driver of revenue generation.
2. Advanced Ad-Tech Integration: COMO involves as standard yet sophisticated ad-tech solutions that streamline the advertising process. This includes proprietary ad exchanges, such as View TV’s AdX, which reduce the number of intermediaries and provide transparent data to advertisers.
3. Direct Engagement with DSPs: By facilitating direct engagement between content owners and Demand-Side Platforms (DSPs), COMO eliminates unnecessary layers of intermediaries. This direct connection between DSP’s and View TV AdX enhances the efficiency and effectiveness of ad campaigns.
4. Transparency and Data Insights: Transparency is a cornerstone of COMO. Providing clear and actionable data to both content owners and advertisers ensures that all parties can make informed decisions, leading to better monetization outcomes. This leads to higher and consistant CPM’s and 100% fill of ad-inventory when mixed with the View TV Addressable Stack, View TV Private Marketplace and View TV Call2Action Networks.
5. Sustainable Revenue Models: COMO aims to create sustainable revenue models for content owners and broadcasters. By optimizing the monetization process, it ensures that content creators receive a fair share of the revenue generated by their content.

The Benefits of COMO

• Increased CTV Revenue: By reducing the number of intermediaries and providing direct access to DSPs, COMO significantly increases the revenue share for content owners. This can transform the financial landscape for broadcasters and content creators.
• Enhanced Ad Campaigns: The transparency and data insights provided by COMO enable advertisers to target their campaigns more effectively. This leads to higher engagement rates and better returns on ad spend.
• Efficiency and Simplicity: COMO simplifies the monetization process by integrating advanced ad-tech solutions and reducing the complexity of the advertising ecosystem. This efficiency benefits all stakeholders involved.
• Future-Proofing Content Monetization: As the digital media landscape continues to evolve, COMO provides a forward-looking approach that adapts to new technologies and market trends. This ensures that content monetization strategies remain relevant and effective.

Why has noone else challenged FAST and provided an alternative?

It can be argued that those who adopted FAST as a Content Monetization service bear significant responsibility for the adverse impacts on Content Studios and Broadcasters worldwide. As Jamie Branson of View TV elucidates, traditional broadcasters were initially skeptical of the situation’s gravity. The entrenched clique, with its substantial financial resources, effectively compelled the adoption of FAST as a legacy approach. This necessitated the development of a comprehensive replacement service, which was non-existent outside the syndicate. View TV invested considerable time in constructing this parallel workstream while simultaneously contending with numerous challenges posed by traditional profiteers, who sought to obstruct the process to protect their intermediary revenues.

The Difficult truth about the FAST approach for Broadcasters and Content Studios

The adoption of FAST channels by content owners and broadcasters has revealed a difficult truth: many were in denial about the inherent inefficiencies and exploitative nature of the system. This denial has led to significant financial losses and missed opportunities for sustainable revenue generation.

However, with the advent of COMO (Content Oriented Monetization Omniscience) from View TV, there is now a viable path forward. Broadcasters and content owners must recognize that dwelling on past missteps will only hinder their progress. Instead, they should embrace the innovative solutions offered by View TV, which are designed to rectify the imbalances and provide a more equitable revenue model for all value adding parties within the ecosystem.

View TV’s COMO represents a transformative approach, akin to a Robin Hood-driven service, that aims to redistribute the financial benefits more fairly among technology stakeholders, content creators and broadcasters by putting a Content is King bias on the decisioning. By simply adapting to this new approach, stakeholders can secure a sustainable future without overanalyzing the reasons behind their previous exploitation. The details of the past, as exposed by View TV, are indeed more troubling than they appear on the surface. Therefore, it is imperative for content owners and broadcasters to focus on the opportunities presented by the future, leveraging View TV’s strength to rebuild their monetization strategies and achieve short-term and long-term successes without wasting time on a virtual witch-hunt, you cannot change the past, but you can change the future.

Closing Statement – COMO turns FAST into a legacy approach that failed to deliver its role

Content Oriented Monetization Omniscience (COMO) represents a paradigm shift in the way digital video content is monetized, but this same approach would apply to press and audio, although the greed in these industries is not as glutinous. By placing content at the center of the strategy and leveraging simple yet advanced ad-tech solutions, COMO offers a transparent, efficient, and sustainable approach to revenue generation. For content owners, broadcasters, and advertisers, COMO provides the tools and insights needed to thrive in the competitive world of digital media.

Check out https://viewtvx.com/como/