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There has been a lot of buzz over the last couple days about Seth McFarlane (creator of Family Guy), and Raven Symone, (star of the Disney’s That’s So Raven) deciding to use Google Adsense to distribute their original video content. Seth McFarlane is planning on creating 50 animated shorts and Raven Symone is producing a series of short “how-to” videos. The videos will appear in a video box on a targeted webpage that the viewer will have to click to play. Each video will be accompanied by banner advertising and either a pre-roll or post roll video ad. There has not yet been any mention of product placement, or specific brands tied to the project.
Media Rights Capital is financing the project and plans to work with Google to find targeted websites suitable for these “branded” videos to play on. By targeting through AdSense, Mr. Goodman of MRC said,
“our content finds the audience vs. making them find us.”
So far, there has been no mention of MRC, McFarlane and Raven, pursuing other methods of distributing and monetization of their content. Using Google’s Adsense to pair content with brands and targeted consumers is a great idea, but ignoring other means of distribution like; syndicated podcasting, embedding ads in youTube videos, or building a website and community around these videos seems misguided. Content creators as well as advertisers should be learning is that the internet is a place where being found is a valuable thing, and if MRC does not give fans access to these videos in a way that suits them, fans will just copy the videos and distribute them themselves on video sharing sites and torrents. Then MRC will miss out on monetizing each of those views.
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