We've recently introduced you to our new API product, Connect by Getty Images, and explained that the ways customers can use Connect are as varied as customers themselves. We are thrilled to announce the soft-launch of an exciting new Connect deal between Getty Images and Yahoo! that will for the first time, create incremental revenue each time your image is viewed and clicked on a page that contains advertising. We want to explain how Yahoo! is adding value to their search platform by embedding our content, metadata and search functionality into Yahoo! search thanks to Connect, and how Getty Images and its contributors are now poised to benefit from Yahoo!’s significant traffic.
Let’s say someone wants to search for high quality (HQ) images of a celebrity for example-- they will do an HQ filtered search which will bring them to a gallery of relevant images. Getty Images content will be surfacing in increasing numbers as we move through the ramping-up phase with Yahoo. Example 1 below shows the result of an initial search for high-quality images of Natalie Portman on Yahoo:
In the example below, hovering over the image with the curser will reveal our watermarked image (1.) with caption where applicable along with contributor credit and collection name. (Note: the examples below show our old watermark (2.) but the images will carry our new watermark).
When the user clicks the image to enlarge it they are taken to the slideshow view, shown below (3.), which retains the contributor credit (5.) , collection and watermark and now appears with random advertising placement in the margin of the page (4.). The user’s action of clicking the image to enlarge it will trigger a payment to us that is, in turn, shared with you- and we’re pretty excited about this! Your images have always been able to be viewed in this way, but we’ve never been able to monetise this ‘usage’ on your behalf until we developed Connect.
Also in development is a “License Image” (6.) button that will appear next to the credit and collection name, which will direct the user to the relevant image detail screen on gettyimages.com in case they are looking to purchase a license for use. In the meantime they can use our new watermark’s shortened URL by simply copying it into the address bar or use the link to the general Getty Images search that will appear on the pages as well.
For this particular audience we believe this licensing button may be a secondary feature in terms of the overall benefit, but we will be watching the results closely.
We will make all of our content available for this initiative however we predict that in this application a majority of the activity will involve arts and entertainment, sports, science, beauty, travel and automotive imagery.
The ads are not part of the image or vice versa. And the advertisement need not be clicked to trigger revenue share--any time the image is viewed along with the ad on the page the fee is triggered. Initially, no ads will be included as sales ramps us to sell against a live experience. Our goal is to start serving customer ads in the next month or two.
To start, Yahoo! will be selling targeted advertising in the possible formats:
Ad Placement> Remember this project requires time to ramp up. Yahoo! will serve ads as they see how users interact with the product which will inform the approach to selling ads so there is a learning curve. We will be delivering the content to Yahoo over time as well.
Royalties> You should expect to see your first page-views report from Yahoo in about 6 months. We’re developing our joint reporting tools and as soon as they are ready, you’ll see the first several months’ activity and then seen reports monthly thereafter.
The concept with the Yahoo! Connect deal is to embed our content within Yahoo! search and share advertising revenue generated from image views and potentially purchases generated by Yahoo! users. As with any incremental revenue it is always a question of whether or not the incremental revenue will add up to something worthwhile. Well that is yet to be seen however we think it will and here’s why:
There’s no crystal ball but we are poised to innovate in ways that will adapt to what our customers need, creating new ways to leverage the value that images add in today’s technology-driven environment. Sharing revenue from page views is only one small part of how Connect adds value to [non-Getty Images] high-traffic platforms that until now, we had no access to in any direct or meaningful way. There are countless other ways Connect will help us make our customer’s products and services better and in turn, drive revenue for your content. Stay tuned for other innovative Connect programs.