Video context (and user intent) changes from moment to moment, creating additional monetization opportunities. The longer you keep the user around, the more opportunities you have to monetize, if your advertising approach is sophisticated enough to take advantage of that engagement.

One way to keep users around is to give them opportunities to interact with and control their media. Early experiments at DoubleClick shows that users interact with video at an astonishing rate, up to 29%. With our HearHere and SeeHere technology we give users the ultimate incentive to interact and engage, the ability to find what they want, and jump to it.

Once again, giving users control and convenience pays off: In our early deployments we’ve seen providing search increases user time with the media by 200%. For users that actually do search within the show, that goes up to 300%. This means potentially 2-3x more monetization.

Nielsen’s new measurement approach will become even more significant once advertising systems and models catch up. Virtually all ad business on the Internet is still focused on fetch-a-page-of-text, the entire business model was designed when page views still mattered. In this scenario, ad context is determined once and fixed for each show or clip when it is retrieved from the server. This is why, assuming a status quo approach to advertising, webpages seem to monetize better than videos, as this post on NewTeeVee points out.

At Pluggd, we change that by providing additional opportunities to monetize as video context changes and the user interacts and searches. And withSeeHere and HearHere, we help keep the user around to see those ads, because as this announcement from Nielsen points out, minutes are what matter most on the Media Web.