Content Usage Rights: Definition and Use Cases

In this lesson you will learn:

• All the different rights offered on #paid
• Further context behind each type of rights you can set a rate for

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Owned & Operated Rights

This type of right is included in all 'Organic' and 'Just Content' content created by a creator on #paid. This allows brands to organically use the content from the campaign on the brand's social channels, website, digital newsletters, and blogs. The term for this is up to 12 months from when the content has been approved.

Creator Licensing

Creator Licensing gives brands the ability to put paid media dollars behind your content, coming from your social handle, and promoting it to audiences beyond your followers. When a campaign requires this, it will be stated in the opt-in for that to be included in your 'Organic' or 'Just Content' rates. The opt-in will also let you know the term (how long) the content might be used for. For most collaborations on #paid, Creator Licensing is a required component. In fact, 80% of campaigns on #paid run Creator Licensing on content. See below for examples of what Creator Licensing looks like. You can learn even more about Creator Licensing here.

Paid Social

When a brand buys paid social rights through the brand handle, this means that the brand is able to make copies of your content and put media dollars behind it on their social channels (Facebook/Meta, Instagram, Pinterest, etc.) to reach a larger audience. This type of usage rights is posted only through the brand’s handle, NOT the creator’s handle.

You can adjust these rates in your Account Settings as well as within campaign opt-ins. You will be able to price this on a per month rate. Automated discounts happen when the brand purchases: 3 months = 10% discount, 6 months = 20% discount, 12 months = 30% discount.

See image below for an example with the company, Jaspers Kitchen, running a creator’s piece of content on a paid social ad through their handle.

 

Digital Rights: Display

Display ads are often banner ads and are personalized and highly targeted because they're often programmatically placed. They can be static or dynamic and they're found most often in the headers, footers, and sidebars of the websites you visit. 

You can adjust these rates in your Account Settings as well as within campaign opt-ins. You will be able to price this on a per month rate. Automated discounts happen when the brand purchases: 3 months = 10% discount, 6 months = 20% discount, 12 months = 30% discount.

Digital Rights: Online Video

Online Video advertising, commonly known as OLV, describes any advertising via online video. 

You can adjust these rates in your Account Settings as well as within campaign opt-ins. You will be able to price this on a per month rate. Automated discounts happen when the brand purchases: 3 months = 10% discount, 6 months = 20% discount, 12 months = 30% discount.

Digital Rights: Online Video

Usage Rights for VR/Metaverse would allow brands to use your content in ads within the VR/Metaverse space.

You can adjust these rates in your Account Settings as well as within campaign opt-ins. You will be able to price this on a per month rate. Automated discounts happen when the brand purchases: 3 months = 10% discount, 6 months = 20% discount, 12 months = 30% discount.

Offline: Print

Print rights are used when a brand wants to use your content in print materials such as a poster, pamphlet, sign etc. 

You can adjust these rates in your Account Settings as well as within campaign opt-ins. You will be able to price this on a per month rate. Automated discounts happen when the brand purchases: 3 months = 10% discount, 6 months = 20% discount, 12 months = 30% discount.

Offline: Broadcast

Broadcasting usage rights are for brands to be able to use this content as a commercial on TV or radio.

You can adjust these rates in your Account Settings as well as within campaign opt-ins. You will be able to price this on a per month rate. Automated discounts happen when the brand purchases: 3 months = 10% discount, 6 months = 20% discount, 12 months = 30% discount.

Offline: Out-Of-Home

When brands want to purchase OOH rights, they typically want to use this on a billboard, street furniture, transit and more.

You can adjust these rates in your Account Settings as well as within campaign opt-ins. You will be able to price this on a per month rate. Automated discounts happen when the brand purchases: 3 months = 10% discount, 6 months = 20% discount, 12 months = 30% discount.

Offline: Cinema

Usage rights for Cinema allow brands to use your content in cinema ads which are short ads that play before the trailers and movie start. They roll while audiences are entering the movie theatre, finding their seat, and getting settled.

You can adjust these rates in your Account Settings as well as within campaign opt-ins. You will be able to price this on a per month rate. Automated discounts happen when the brand purchases: 3 months = 10% discount, 6 months = 20% discount, 12 months = 30% discount.

Offline: In-Flight

Securing usage rights for in-flight gives brands the opportunity use your content in a few different ways, as highlighted in below image. If it’s video content they’ve purchased rights on, that can play on the screens on each seat in an airplane, or if a still image can be used in the In-Flight magazines. 

You can adjust these rates in your Account Settings as well as within campaign opt-ins. You will be able to price this on a per month rate. Automated discounts happen when the brand purchases: 3 months = 10% discount, 6 months = 20% discount, 12 months = 30% discount.

Offline: In-Game

In-Game usage rights allow brands to use your content in video games; either before the game starts as a short clip ad, OR within the game.

You can adjust these rates in your Account Settings as well as within campaign opt-ins. You will be able to price this on a per month rate. Automated discounts happen when the brand purchases: 3 months = 10% discount, 6 months = 20% discount, 12 months = 30% discount.