Inside the Video On Demand Business with Dina Kaplan

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Video On Demand Deep Dive with Dina Kaplan, who covers the growth of online video, measurement challenges and how much showrunners earn from distributing their online programs on Blip.TV.

Show Notes:

5:45 – Dina Kaplan on what makes Blip.TV different from other online video, what kind of shows Blip.TV focuses on, mainstream television versus viral video, and how Blip.TV reaches its audience.  

7:12 – Blip.TV co-founder Dina Kaplan talks about where Blip.TV’s traffic comes from.  

9:28 – Blip.TV co-founder Dina Kaplan on whether or not Blip.TV shows cater to the Long Tail, a story I pitched Chris Anderson when I represented Ecast.

11:18 – Blip.TV co-founder Dina Kaplan on the importance of marketing to the different kinds of audiences, and the difference between reaching a large audience and reaching the right audience.  

13:53 – Blip.TV co-founder Dina Kaplan on the cost of advertising on Blip.TV. She shares information about the CPM and discusses the different kinds of ways a brand can buy ads, the difference between advertising on web video and advertising on TV, and gives her rationale for the reason behind the price difference.  

16:56 – Blip.TV co-founder Dina Kaplan on what should an independent producer should be looking for, on measurement options Blip.TV provides to its showrunners.  

20:27 – Blip.TV co-founder Dina Kaplan on how much show content creators are making, on which kinds of web videos do best with advertisers, and what top earners can make running online video programs on her network.  

23:40 – Blip.TV co-founder Dina Kaplan on what it took for Blip.TV to win the support of investors.  

26:55 – Blip.TV co-founder Dina Kaplan on recent news about Youtube’s impending site redesign. She talks about how people’s online viewing habits are changing, and how the line between web and TV is blurring.  

30:41 – Blip.TV co-founder Dina Kaplan on audio versus audio content. She talks about the importance of marketing in building audience for video content and gives examples of successes such as Gary Vaynerchuck’s Wine Library TV.  

33:03 – Blip.TV co-founder Dina Kaplan on the production value of web shows, the culture of authenticity, and why feedback is so important.  

36:09 – Blip.TV co-founder Dina Kaplan on recent the comSCORE Top U.S. Online Video Properties rankings, the challenges of tracking views, the different ways of measuring online viewership, and why it’s tough to compare views on one video platform to another.  

38:04 – End

Photo by Brian Solis