Conversation Agent - Valeria Maltoni - Monetizing Video Online

« A Truck Full of Yogurt | Main | When is it a Good Idea to Include Bloggers in Your Media Outreach? »


@Tamar - there seems to be a mismatch of content and products in the marketplace. Which makes for missed opportunities on both ends.

@Carolyn Ann - two ways to stop interfering with the very product they fund (1) be the product/experience/service I want; (2) match the product/experience you fund in values, philosophy, etc. Indeed many can be famous today and not make one penny from it. A reverse of that is all those who make a ton of money to run companies (and economies) into the ground. Instead of embracing value, more often than not society embraces the perception of value.

@Joe - businesses need to be the content and marketers need to be content producers. A better question than "how do I push my message?" is "how do I provide value?"

Excellent roundup Valeria. Here's the issue...we know that consumers are using the web more to learn and be entertained...including video. The issue is that they don't want to be interrupted with advertising (especially on the web...they are more forgiving in print).

So, even cutting edge content providers (like YouTube) are going to have a hard time selling any kind of online advertising around content. As we know, it comes down to businesses needed to BE the content, instead of associating themselves AROUND the content.

Video advertising will continue to rise, but I don't think it will be booming (ever) because of this fact in online engagement.


Could this be rephrased as: At what point does advertising cease to fund entertainment?

This begs a veritable barrage of questions, not least how does advertising and marketing adapt to the perception that they interfere with the very product they fund?

How do you profit from Susan Boyle? iTunes. When her contract with that talent show ends, she will probably have agents lining up. Until then, she's part and parcel of the show, and probably a massive boon to it.

We have reached the age when music stars can be famous, and not get a penny for their efforts! Which is another, more specific, rephrasing of your question.

Carolyn Ann

The comments to this entry are closed.

Conversation Agent

  • Since 2006, Conversation Agent focuses on business, technology, digital culture, and human behavior. At Conversation Agent LLC, I help organizations and brands that want to build better experiences tell a new story.


As seen on

Advisory Boards

Marketing that makes business sense


Book Reviews

  • Conversation Agent participates in the Amazon Services LLC Associates Program. It provides a means for Conversation Agent to earn commissions by linking to Amazon.

Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.


  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.