True, Revver doesn't have the mega brand of Google Inc.'s (NASDAQ: GOOG) YouTube. However, the site has made some online video creators happy; that is, $1 million has been distributed to them.
You see, Revver allows its users to share in revenues generated from advertisements.
True, it's not a lot of money. But keep in mind that the online video market is still in the emerging stages.
To get some perspective on things, I had a chance to interview Suranga Chandratillake, who is the co-founder and CTO of blinkx. According to him:
"That's really excellent news! This milestone points to the potential of monetizing video at the community level. For example, smaller publishers, smaller advertisers and the distribution on blogs and personal sites are making headway versus the big money, big brand, big content model that we hear so much about in the press.
"But, I think there's a lot more to obtain by having relevant ads. Revver still uses untargeted, banner ads post-roll. I think that's just the first generation of what's possible with this growing market.
"I believe there is a problem that you have to use the Revver player. It's a great player, don't get me wrong and we have a partnership with them, but the fact of the matter is Youtube, Google Vid and Myspace Vid are all very popular and the content that is in those players probably won't be able to move as quickly and easily."
Tom Taulli is the author of various books, including The Complete M&A Handbook
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