Beyond Revenue: The Benefits of Sponsored Facebook Live Streams for Publishers

When Facebook introduced live video a year ago we knew that TV-like branded content was sure to follow. In the subsequent months, Facebook opened up the branded content API and analytics to companies like Delmondo, enabling publishers to monetize these highly captive audiences unlike ever before.

Brand sponsorship or co-creation of live programming isn’t exactly new—advertisers have been funding content for years—but we believe that sponsored Facebook live streams offer marketers and media companies a unique opportunity to come together and create engaging video content that can serve many purposes.

For advertisers, partnering with a publisher to create a Facebook Live stream offers a lot of very clear benefits they couldn’t get by simply running a Facebook Live stream on their own account:

  1. The brand becomes the star of highly custom co-created live content, with the co-sign of a trusted media brand the audience actually wants to hear from.
  2. Thanks to the branded video tag, the sponsoring brand is not only able to reach a desirable, niche consumer in an engaging live stream, but they can also use the data from the video and publishing partner to amplify that content to an even more targeted audiences during and after the broadcast.
  3. Sponsoring brands can glean highly specific and detailed publisher audience data around live viewers and replay viewers, providing invaluable insights insights for future marketing on Facebook.

While brands are generally excited to partner with media companies on co-branded live streams, many publishers still struggle to internally price, package and otherwise make sense of selling Live Video, and to turn around and sell that value to their advertisers.

Fortunately, I have faith. We are starting to see many publishers discover the benefits—beyond simply increased revenue opportunities—that can come from making a greater effort to sell branded live video.

As a Facebook Media Solutions partner, while Delmondo has been measuring sponsored live video executions with our live analytics dashboard and creating recap reports for our clients, we have found that there are even more hidden benefits in selling live than publishers may have originally thought:

  1. Sponsored Live Streams provide additional revenue to the media company while giving them the opportunity to test new creative formats and experimental ideas
  2. On average, we see a significant uptick in new followers on a publisher’s Facebook page after a live stream, meaning Sponsored Live Streams also create audience growth opportunities for publishers who sell them
  3. Sponsored Live Streams do double duty. They can be used as a bargaining chip inside of a rate card to secure larger, more custom cross-platform advertising deals, but they can also serve as a lightweight entry-level native ad product as a pilot or proof of concept to bring in new advertisers.

“Publishers have done a great job of using branded content to monetize their owned properties, so it’s a natural extension that they begin to use tools like Facebook live to monetize their collected audience on other platforms,” said Melanie Deziel, branded content consultant and founder of The Overlap League native ad newsletter. “Live video presents its own challenges for brands, as they have to be willing to trust the publisher to make on-the-spot decisions but it comes with the fantastic opportunity to engage with a publishers audience in a more dynamic and realtime way.”

So who’s doing the best Sponsored Facebook Live streams? We picked a few of our favorite examples to give you a better idea of the types of creative executions that brands and publishers are creating together: Read more

How Major Sports Leagues are using Facebook Live

Facebook Live presents major sports leagues with a unique opportunity to broadcast events to digital audiences and create fan experiences that come from the leagues directly, and not through any media partner.

Having seen some great use of live over the past few months, we decided to pull together some of our favorite examples of sports leagues making the most of the platform: Read more

Delmondo is now an official Facebook Media Solutions Partner for Video Analytics

I’m excited to announce that Delmondo’s social video measurement software is the newest Facebook Media Solutions partner, providing enterprise technology solutions to media companies, agencies, and brands.

Our Facebook Live analytics tools are helping today’s leading producers optimize streams, uncover viewing habits, automate reporting and monetize their content. Read more

Announcing New Platform Updates including Facebook Live and Video Analytics

As Delmondo turns two years old this month, we have seen massive shifts in the social video space. When our company launched Snapchat didn’t sell any ads, Facebook was just starting their ascent to becoming a video powerhouse, and we were only just starting to hear rumblings of the birth of a new live streaming movement.

Now video is growing faster than ever – in just the past year alone smartphone video data usage has tripled with millennial viewers. If you believe our client Cisco (like we do), 75% of the world’s mobile traffic will come from video viewership by 2020 and those same millennials will be growing up with new video consumption habits. Read more

The Four Key Metrics on Snapchat Your Brand Should Be Measuring

Snapchat is too big to ignore anymore — driving more than 10 billion daily video views by users.

10 billion views (with a b). Let that sink in for a second.

That’s massive. By comparison, Facebook has 8 billion daily video views. What’s so different though, is Snapchat’s 10 billion views are coming exclusively from mobile devices.

For marketers, there’s a huge opportunity to tap into that audience and tell new stories, as it’s not just a platform for teens anymore. 3/4th’s of US users are over the age of 18, and we’re seeing more people over the age of 25 joining the platform, a number expected only to grow in 2016.

But while many marketers have spent the better part of the year getting used to the platform itself, one of the biggest things that’s still confusing people is measuring success of content on Snapchat.

When we already see marketers struggle to make meaning from established data sources it’s understandable why a new and complicated platform like Snapchat without formal analytics would be hard for marketers to dive right into.

On Snapchat, marketers should focus less on the number of connected followers they have and more on the number of people consuming their stories. In fact, most users can’t even see how many followers they have on Snapchat, instead you can measure how many people view your snaps on average.

Fortunately, we’ve built Snapchat analytics software to help solve this problem, but we’ve also put together some of our findings from this year and distilled then into the four key metrics that will get you started. Read more

Delmondo and Space Oddity Films to Partner on Original Scripted Content

It’s no secret that we’re going through an intense period of fragmentation in the space where TV used to be, paving way for the rise of mobile video. As a result, creating both platform-native and platform-agnostic content is becoming more important than ever before. But with this proliferation of content, one thing remains true of all audiences – nothing beats a great story.

Today, we’re excited to announce our production partnership with Space Oddity Films, the film production company that specializes in content that explores technology and culture, which will help Delmondo expand our offerings to include top writing and production talent for the Snapchat 3V and 3Vi ads we are making for Delmondo clients currently.

It’s easy to see why this makes a lot of sense. Delmondo has spent the past year and a half building a creative agency and technology company working with top online creators who have all built amazing audiences organically. Read more

Snapchat On-Demand Geofilters – How Brands Can Use Them

Snapchat announced the launch of On-Demand Geofilters, enabling anyone to login and create their own short-term filter around the country.

First, the basics. What is a geofilter? Here’s how Snapchat defines it: Read more

I Want My Snapchat TV

Viacom and Snapchat have entered into a multiyear agreement that allows the media company to sell advertising on Snapchat’s behalf, according to the Wall St. Journal. In a major media industry announcement, Viacom will have exclusive third-party rights to directly sell advertising surrounding Snapchat’s owned and operated content, Comedy Central will expand their Discover channel internationally, and MTV will finally get its own channel here in the US.  Read more

Why Marketers Plan to Increase Ad Spending on Snapchat

This year is Snapchat’s year, and with the platform growing in popularity with people of all ages, brands are finally starting to publicly acknowledge the massive audiences and are ready to spend the money to reach them.

All this attention means that the dollars are starting to come in. Recent reports peg Snapchat’s 2015 earnings at somewhere between $50M-$100M, but despite Snapchat’s ad sales push last year, many marketers are still hesitant to spend more money on this platform.

But the attitudes are changing for sure, a recent Cowen and Company study reported by eMarketer polled US senior ad buyers and asked them where they plan to begin advertising in 2016; respondents picked social media sites where they did not advertise in 2015.
Read more

How To Use Snapchat Takeovers To Grow Your Audience

Imagine giving up control of your audience and your reputation to another person. Sharing your password with another person, and letting them take control of your account? Could you do it? Does the thought of that make you cringe?

It’s happening all the time on Snapchat right now. It’s called a takeover, and it is quickly becoming a standard practice for influencers, brands and regular users alike to bring new experiences into their content.  Read more

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