When I saw the recent “I’m on a Boat,” feauring SNL’s Andy Samberg and T-Pain, I felt like I was seeing an ad for a song.
Turns out, Samberg has created an album/label called The Lonely Island (with NBC and others) to market his rap parodies. Interestingly, he’s not using the YouTube/Google “sell video” checkout feature I wrote about last week, but placing ads to drive iTunes or Amazon.com to purchase the song for a buck.
Now why would someone buy $25 per thousand views (CPM) ads on that video, but not offer to sell the video on YouTube/Google? Has Samberg been overlooked for the “buy video” pilot? Does the label have an exclusive with iTunes/Amazon? Can the math work if indeed he’s paying the rate-card ad price of $25 for InVideo ads (perhaps he relinquishes his partner income in exchange for discount ads)? The label would have to sell more than 25 copies per thousand views to simply break even.
Any alternative theories? Or, like most, do you simply care more about this video than the economics?