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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 CEO Nick Cicero Live on Cheddar talking Snapchat’s IPO from the NYSE

 

Our CEO Nick Cicero was live on Cheddar from the New York Stock Exchange talking about our content studio, video analytics software and the trends we’re seeing on Snap. See a clip here and subscribe to their updates to follow continuing coverage.

Delmondo to Produce a Snapchat Show for The Grammy Awards

The Recording Academy and Delmondo today announce a new original short-form series leading up to the 57th Grammy Awards. “Pop Before the Drop” is a musical pop quiz-style gameshow hosted by popular teen digital personality Jack Baran airing on The Recording Academy’s Snapchat channel starting on Saturday January 21st, with new episodes weekly leading up to the 57th Grammy Awards, airing February 12th on CBS.

In the four episode series produced by Delmondo, Baran hits the streets to test the knowledge of music fans on past Grammys winners across a variety of categories, listing as many as they can in 10 seconds before the Snap expires. Read more

How do I get started live broadcasting?

This is a guest post from Tyler Hayes, Sr. Communications Manager for Cheetah Mobile, creators of the live broadcasting network Live.me.

We get questions all the time asking what are the things to know about live broadcasting. It’s a different behavior from just pointing a mobile device at an event happening and assuming people will be content just passively watching — like TV.

Based on what we’ve seen with Live.me and live broadcasting in general throughout 2016, here are some tips, tricks, and overall best practices.

Read more

How to Crush It on Facebook Live

This is a guest post by Ariel Viera. Make sure to check out his streams every day on: https://www.facebook.com/UrbanistLive/

First, let’s be clear. Live streaming isn’t a fad, it’s the future. It’s like going to back to the 1950’s and saying that the television is a fad and the radio will reign supreme forever. People are spending more time than ever before on Facebook, Snapchat, Instagram, and other online platforms. The television will continue to exist — just like radio continued to be relevant until podcasting came along — but it just won’t be the top media source anymore. This is where Facebook Live comes along.

We don’t know which live streaming service will reign on top — currently it’s a battle between Facebook, YouNow, Twitch, Instagram, and Periscope — but one will come out in top and will rake in billions more in ad revenue than the television. However, from what I’ve seen the past few months in the media landscape and growing my own Facebook Live dedicated page Urbanist, I think Facebook Live is going to come out on top and here’s why. 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

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