Making (Lots Of) Money From Online Video Will Be Top Of Mind At NAB

This story was written by David Kaplan.
Expect a lot of talk this week at the National Association of Broadcasters' Las Vegas conference about the same thing constantly on broadcasters' minds: how to make money online.  Whether it's targeting local ads, adding in e-commerce, improving metrics tracking or the continuous upgrade of video players, it all boils down to that. The AP surveyed some top execs ahead of the conclave, which kicks off Monday. We've got a breakdown by network after the jump:

-- ABC: More ads or more relevance?: Albert Cheng, Disney-ABC Television Group's EVP of digital media says that in order for online revenues to reach parity with broadcast, the network will have to either place more ads on ABC.com - the current leader of the broadcast contingent with 8.5 million unique monthly visitors, according to comScore (NSDQ: SCOR) - or find other ways to add value to marketers. But that may end up turning off viewers and advertisers, who regard ad clutter as particularly baneful. With that in mind, ABC.com will test ways of delivering greater effectiveness with localized ads later this year.

-- NBC: Still all about ad support: Online business models are still in their nascent stages, says George Kliavkoff, chief digital officer of NBC Universal (NYSE: GE)no one is claiming to have found the holy grail. For now, though, the company seems pleased with an ad-supported online video strategy, which rests on the ubiquity that comes with syndicating content through its Hulu JV with News Corp (NYSE: NWS). in addition to its own web properties.

-- CBS: Online video as promotional device: Syndication is a fundamental part of CBS' (NYSE: CBS) online video strategy as well. But given TV's bigger audience, it is not forgetting about broadcast in the least. Quincy Smith, president of CBS Interactive, highlighted an effort last fall to promote the series debut of Big Bang Theory by showing the premiere episode online before its first TV appearance. Smith: "The thought was purely to try to find new eyeballs in a medium that generally appeals to younger demographics, and then drive them to put butts in seats to watch on their beautiful plasma-screen TV when the series takes off."


By David Kaplan