In this MIP Blog guest post, Domenic Venuto, SVP media & entertainment for interactive marketing firm Avenue A | Razorfish and a MIPCOM conference speaker this week, explains how make the most of your content online.

Avenue A | Razorfish is one of the largest interactive marketing and technology companies in the world with a dedicated Media & Entertainment Practice.

We build experiences that engage consumers, attract advertisers and deliver business value to media organisations.

We have done a lot of work consulting, designing and building video players that leverage our clients assets in ways that can be best monetised.

While today, it seems like the chief revenue opportunity with online video is still advertising, there is movement toward experimenting with different models.

One of the most prevalent forms of video advertising is the still pre-roll, but some publishers, like NBC or ABC, are creating more interactive micro-site experiences in their players for advertisers, NBC even calls their experience a 'Branded Canvas'.

Short form video relies heavily on overlays, but we are now seeing sites experiment with other forms of ads.

In attempting to figure out a profitable ad model, YouTube has recently announced a number of experiments, most notably the post-roll, in addition to any pre-roll and overlay.

They have also started experimenting with click-to-buy actions on music videos which link directly to iTunes or Amazon.com.

All of this appears incremental and may not be enough to sustain and build revenue at the same scale as Google's other products.

Examples of successful paid for video content do exist, perhaps best in class being iTunes and Netflix.

We are beginning to see a lot advertisers not only advertise against video but also around video in order to 'monetise the experience', Pandora has been doing this with music but video sites are following suit.

Made-for-web content is also another trend that appears to be gaining in popularity and is yet another monetisation opportunities.

MSN's In the Motherhood was a great example of strong product placement and content sponsorship opportunity for advertisers.

Monetizing content outside its original platform must also be a consideration. Hulu has perhaps set the standard with their embeddable player that allows users to cut their own content clips, embed them outside of Hulu.com but still have Hulu's ads run against the video.

Hulu should be commended for taking such the bold step of allowing consumers to customize and control the content.

While many opportunities currently lie in larger business development deals, portability of video content seems to be another emerging trend.

Media organisations shouldn't be afraid that online distribution cannibalises traditional distribution platforms.

TV viewing is still growing, our research, along with many other third party researchers agree that online video is supplementary, that if anything, it enhances their television viewing audience.