Users create and rate the content, and top producers will share in ad revenues.
Expo Communications has launched a consumer-generated video product review site at ExpoTV.com, to be supported by advertising and a revenue-sharing arrangement with content producers.
The "videopinions" are one- to three-minute clips that cover a range of consumer products. Users are able to rate the clips on the site for usefulness, and comment on each review. Beginning this month, the top vote-getters will get paid $0.01 every time their clip is played.
Seeing who's giving a review makes it more relevant to users, since they get an idea whether the person is someone they can relate to, according to Daphne Kwon, CEO of Expo Communications, parent company of ExpoTV.com.
"It's nice to see who the reviewer is, it strips away the anonymity," Kwon told ClickZ. "We all know that on the Internet, LonelyGirl15 is often really LonelyMan51."
Submitters are given wide leeway in what the reviews will talk about, but mature content, extremist views, and other salacious content is not allowed. Content of that type is usually flagged by others in the community right away and removed, Kwon said.
"Unlike most video-sharing sites, ours is not built to celebrate that kind of content," Kwon said. "People coming to our site are doing product research, looking for information."
That family-friendly attitude is appealing to advertisers too, Kwon said. Many advertisers who have been trying to get involved with consumer-generated media have shied away from video-sharing sites like YouTube, because they're afraid of putting their brand in that environment.
Advertising consists of performance-based banners and links on the ExpoTV site. Pre-roll ads are planned to appear in certain categories in coming months. ExpoTV is also opening up opportunities for product manufacturers to contribute video, which will be clearly marked as sponsored content.
ExpoTV content is distributed on AOL Video, Google Video, and through a deal with About.com. The About.com deal also includes distribution of About-produced expert videos on ExpoTV. ExpoTV is also available as a video-on-demand channel through several cable TV providers.
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Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.
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