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Streaming Media East 2009 - Best Practices: Marketing Video for Multiplatform Delivery
| Best Practices: Marketing Video for Multiplatform Delivery |
| (C201) 10:30 AM - 11:30 AM |
With the amazing consumer adoption of the iPhone and advanced smartphones, marketers today aren't just creating video for one screen-they are creating for up to four! What are best practices in the marketing and PR video for multiplatform delivery, and how can marketers make the most of the rapidly expanding mobile market? Case studies featuring best practices will be featured alongside new campaigns that throw the traditional marketing playbook out!
| Panel: | Grant Owens, Account Planning Director, Razorfish Jack Hallahan, VP, Brand Advertising and Partnerships, MobiTV Vincent Njoroge, Director of Video, ADTECH Andrew Bishop, VP, Digital Media, Reality Digital |
Content Delivery Summit 2009 - Monetization And Video Advertising: Waiting for the Tipping Point
Streaming Media East - Media Framework: Video Publishing Platforms
| Media Framework: Video Publishing Platforms |
| Track C (C104) 2:45 PM - 3:30 PM |
A number of vendors offer video publishing platforms, but the features and functionality—not to mention cost—vary widely. Some vendors focus their solutions on content management and monetization, while others are geared towards enabling syndication and interactive advertising campaigns. Adding to the confusion is the fact that different platform vendors have different metrics for billing, and costs rise as content owners become more successful.
| Moderator: | David Muller, VP, Infrastructure, Technical Operations, Veoh Networks |
| Panel: | David Wadler, CEO, Founder, Twistage Chris Johnston, Director, Technology Partnerships, Brightcove Bill Burke, Global Director, Online Video Products, AP Andrew Baron, Creator, Producer, Rocketboom |
Related:
Streamingmedia.com: Choosing an Online Video Platform by Jan Ozer - April 9, 2009
Host your own, use a UGC site, or deploy a fee-based, SaaS approach? Here's how to decide which approach is right for you... We've also created a list of the UGC and SaaS online video platforms on the market today. For purposes of definition and delineation: An online video platform is a free or fee-based self-service platform that offers hosting, encoding, customizable & embeddable players, and metrics for organizations that wish to upload and distribute their own video content. While the features and functionality vary from platform to platform, once an end user has signed up, he is able to control the uploading of video and then distribute it anywhere online, not just on the video platform's own website or via a proprietary channel.
Click here to download the Online Video Platforms PDF. (more...)
Ad Age: Akamai CEO: The Online-Video Tipping Point is Here, Streaming Media East 2009 Keynote
Here's the video from the AdAge YouTube Channel.
Akamai CEO Paul Sagan sees Larger Implications Than Many Imagine and More Waves of Media Disruption Ahead
NEW YORK (YouTube.com/AdAge) -- How big of a game changer will online video watching ultimately be for the television industry? And when will those changes really start to happen big time? According to Akamai CEO Paul Sagan, we're watching the tipping point occur right now and sweeping industry upheaval may come sooner and more dramatically than many imagine. Mr. Sagan was keynote speaker at this week's Streaming Media East conference.
Produced by Hoag Levins Published: May 14, 2009
See Contentinople - Akamai CEO: Online Video Has Reached a 'Tipping Point' for Ryan Lawler's write up on the Paul Sagan's keynote:
"Due to vast advancements in video quality and scale, Akamai Technologies Inc. (Nasdaq: AKAM) CEO Paul Sagan said that we've finally reached a point where consumers will start to view online video the same way they view television. In a keynote speech at Streaming Media East today, Sagan pointed to the large number of viewers watching high-definition (HD) streams of live events like the Presidential Inauguration and the NCAA Men's Basketball Tournament online. As a result, Sagan said he believed that online video had finally reached a "tipping point."
"[The inauguration] was on every TV channel, and it was free. But if you add up the number of people in the audience online, you had 10 million viewers," Sagan said. "That's the audience of 60 Minutes, 24, or Survivor. We're now delivering prime-time-sized audiences on the Web." According to Sagan, the growth of online video is analogous to the spread of the pay TV model, back when cable television was a novelty for users that couldn't get good reception through free analog channels. Then HBO came along and changed everything..."
Also, see Online Video Watch for analysis on Sagan's keynote:
"In the opening keynote at Streaming Media East today Akamai CEO Paul Sagan provided a brief history of video on the web over the past decade and pointed to the ability to scale adaptive streaming technology as the tipping point that will enable online video to reach a TV size audiences. According to Sagan we’re entering a period that “we’re going to think of that of the golden age of the internet.”
“Internet video is finally competitive with television, said Sagan, “it is going to change TV the way that newspapers and magazines have been changed…What happened in cable TV, when cable was first starting, cable was the way that people who didn’t have good TV got TV.” Eventually there was “flowering of new biz model once there was a critical mass, i believe the same thing is now happening with online video"....”
Download Paul Sagan's slides from Streamingmedia.com:
Streaming Media East Keynote: Paul Sagan, Akamai
http://www.streamingmedia.com/east/presentations/SMEast09-Keynote-Akamai.pdf
Guru: Video Blogging Tips from Steve Garfield
This video is produced by Viral which is comprised of an incredible group of creative people who believe in the power of internet television and its enormous potential. Watch Guru: Five Steps to Starting Your Show in Technology | View More Free Videos Online at Veoh.com
Veeple: Scott's Top 10 Favorite Sites That Relate To Video (Alpha Sort)
www.addictomatic.com Addict-o-Matic is an excellent site to search on a subject and find results through types of publications and media outlets. I use it to canvas a subject, such as astronomical discoveries, or search for current information on a competitor. I use it quite a bit when interested in finding video trends, such as CTR%, video analytics, video viewing habits, video hosting, or video storytelling. A friend of a friend built this site. I love it.
www.clickz.com Click Z is a great site to see current information on 'digital marketing.' They are a good resource to see the state of the art as related to digital techniques, including SEO (search engine optimization) and how to get better results from video marketing campaigns.
www.contentinople.com Contentinople 'Networks the Digital Media industry.' Or from a layman's point of view. They talk about current news within the industry. It is both a blog type site and a news site. Good on video hosting (CDN) alternatives.
www.emarketer.com eMarketer is one of the best when it comes to statistics and data about online video, online marketing, and mobile marketing. Every few days they produce another chart that shows a new view of information about video, video advertising, video viewing, etc.
www.imediaconnection.com iMedia Connection is sort of a cross between Conteninople and eMarketer. They have good statistics on digital marketing and video marketing, including SEO, but also have pretty good commentary and third party blogs.
www.mediapost.com This one requires that you sign up to view it. It is free, though. I use the 'Video Insider' portion of Media Post. They have many, many publications; too many to list here. Their video hosting section is good for beginning to understand the economics of using video on your site. Especially good if you are a small to medium business and are looking at getting video to your site for the first time. Veeple certainly helps with this, but it is nice to know what the other options might be if you want to bolt your own solution together. Keep in mind that Veeple is an 'all-in-one' solution: Content management (CMS), content delivery (CDN), dynamic / customizable player, clickable links and full video analytics, including clickable analytics.
www.newteevee.com New Tee Vee is probably to one on this list that is the most 'gossipy' related to people and companies playing in the video arena. It is a little like a min TV station and has many online video Blogs wherein people comment on a variety of topics regarding online video, video deployment and industry best practices.
www.reelseo.com As one might image, Reel SEO focus on, you guessed it, Search Engine Optimization or SEO for short. They have a wealth of reports and information links to help the small business owner figure out how to best optimize one's site for the search engines and the little 'bots and spiders' that do all of the web crawling. Very professional site.
www.seekingalpha.com Seeking Alpha is my one of the list that is a little more broad than simple video. It is one of the sites where I go to frame overall market context and how the capital market might be affecting industry outcomes.
www.webanalyticsworld.com Web Analytics World is probably my favorite when in comes to pure Web Analytics. They go both deep and broad. They often provide the tools, tips and tricks necessary to figure out whether your digital and online video programs are working to max capacity and how to optimize your programs.
1TimStreet's 5 Secret Ingredients of Viral Video Success
- 1TImStreet is a blog written by Tim Street about observations on marketing products and services with web video and social media. Tim Street is Chief Creative / CEO APE Digital Inc. and represented by Hollywood Talent Agency UTA. He is a Writer, Producer, Director and Digital Entertainment / Social Media Specialist who is available as an Adviser to help companies and individuals map out their strategy for creating, producing, acting and distributing online video.
Tim is also the Creator and Executive Producer of the Popular Viral Video Series French Maid TV with over 30 Million Downloads of his online videos.
In addition to creating online viral video webisodes Tim has produced Short and Long Form TV for many studios and television networks. Back in September 2008, Tim wrote a post, 1 Tim Street: Why Do Some People Get Millions of Video Views? which focused on his 5 Secret Ingredients of Viral Video Success. I've included short excerpts from his full post that you can read here."1TimStreet's 5 Secret Ingredients of Viral Video Success:
1. Don't Suck
Sure it's easy for me to say that but sometimes it's hard to understand if your videos suck. People don't want to admit they have an ugly baby and people that know you aren't going to tell you that your child could cause someone to gag choke and die.
2. Move Two or More Human Emotions
Examine any viral video and depending on who you are you will find that it moves two or more human emotions. What are those emotions? The Primary Emotions are: Love, Joy, Surprise, Anger, Sadness and Fear. Combining any two or more of them will get you views.
3. Have Spectacle
I written before about how according to Hollywood screenplay guru Robert McKee, when ever there is an advance in entertainment "spectacle" comes first then "story." So go use the search box and to find some ideas for a great spectacle that will fit into your online video because you are still going to need spectacle if you want to get millions of views of your Internet video.
4. Have Story
We are slowly moving into "story" in the evolution of online video as a form of entertainment and if you want your online video to have shelf life make sure it has a story element to it. Two years from now fewer and fewer people will be watching the Star Wars Kid on a daily basis.
5. Have Talent
I can give you these secret ingredients but you may just not know how to cook. You may not have the talent or the vision to see what emotions are in a script when you read it. There are people that are tone deaf and I think there are also people who can't hear or see when something just "works" or doesn't work. Talented people have little voices that tell them when something "works" or doesn't work. Talented people know when they need to do better."
Contentinople - Five Factors for the Success of Online Video
This post comes by way of Contentinople - Diane Mermigas who offers Five Factors for the Success of Online Video. Diane Mermigas is an award-winning business journalist and columnist specializing in media, entertainment, telecommunications and the Internet, as well as the economics, trends and issues that drive them. As Editor at Large at Mediapost, Ms. Mermigas writes the daily On Media column.
Here's an except from her Contentinople article which can be read in its entirety here.
"Broadband video fortunes appear stalled between the economic malaise and the paradigm shifts to digital. Everyone wants a piece of the booming digital video action, but the best minds do not know how to fully monetize it, or how to make it ubiquitous or palatable to mobile screens.
Despite legal, technical, and creative tangles, streaming Web video is filling the pressing demand for moving images on the iPhone, PC, and BlackBerry. Options are as new as 90-second Flickr video sharing and Netflix Inc. ’s instant all-you-can-watch home movies and as long-running as eyewitness news from smartphone cameras posted to CNN.com.
It will take a global media village -- and all its content, hardware, software, and algorithmic tribes -- to discover and mine digital video’s full potential. Here are five factors shaping its future.
- Video revalued - Emerging forms of advertising, e-commerce, pay-for-play, and interactive connections to target consumers will redefine video values.
- Video redefined - Discovering what plays well on mobile small screens will trigger a wave of commerce and convenience-based content reaching beyond pedestrian TV and film extensions.
- Social and e-commerce functions- Video’s value will be shaped by the quality of interactive engagement sparked between users and what interests them.
- Relevant ad buys across the spectrum- Advertisers must create a coveted interactive loop with those seeking their products and services.
- Video search and discoverability- Finding specific and related video must be an art form as much as a science. Managing and storing massive amounts of video (even in the cloud) is a maintenance crisis in the wings."
Scribe Media.org: Profiting from Online Video
"We’ve all been reading for a long while now about the video advertising boom — or perhaps explosion would better describe it — that is just around the corner. But that corner seems to be getting further and further away.
How can it be that YouTube can command nearly half of all video traffic, yet monetize less than 5% of its streams? Three-fourths of all internet users watch video each month so the eyeballs are there. Where are the dollars? Is anybody making real money from online (non-adult) video?
And more importantly, how? Our panelists will discuss whether there is a secret sauce for profiting from video online, and perhaps reveal some of the ingredients that go into that sauce."
Moderator
Nicholas Ascheim, VP of Product Management, NYTimes.com
Panelists
Sandy Malcolm, Executive Producer, CNN.com Video
Andy Plesser, Executive Producer and Founder, Beet.TV
Kathy Yates, CEO, AllBusiness.com
Watch all video from the SIIA Information Industry Summit.
Watch all video from SIIA Previews.
Related ScribeMedia.org Posts
About ScribeMedia.Org
ScribeMedia.Org travels the country to capture and deliver speeches, lectures, roundtables and interviews of thoughtleaders across a broad range of subject areas that includes current events, technology, media, business, healthcare and the arts.
The goal is a neutral forum for intelligent dialog and debate, uncluttered by soundbytes, instant punditry and shoutfests that have become our national dialog.
We achieve this by working with Partners and Clients such as publishers, associations and think tanks to film their events for distribution across a variety of channels that include this site, television, radio, mobile devices, or a combination of them all. In short, we deliver content where and how people want to receive it.
Contact Information
We’re located in downtown Manhattan and can be reached at 212.353.0022 or via this form.
SEOmoz.org Tips for Optimizing Online Video Content
This video comes from SEOmozBlog and is presented by Rand Fishkin, known as the Wizard of Moz, as part of the SEOmoz Whitebroard Friday and was posted by Scott Willoughby who says, "This week we're talking about video optimization. Video has become one of the most powerful content formats in recent years--whether as a regular part of a blog (like good ol' Whiteboard Friday) or as a viral content strategy--but when you're using video as a strategy it pays to consider your goals. Are you looking for link generation? Keyword targeted content? Branding and recognition? All of the above?" Depending on your primary objective, you may need to consider different publishing strategies, and that's exactly what we'll cover in this episode.
SEOmoz Whiteboard Friday - Optimizing for Video Content from Scott Willoughby on Vimeo.
About SEOmoz
SEOmoz provides companies around the world with consulting, Internet marketing and search engine optimization services. Although our home offices in Seattle, WA serve as our base of operations, we're frequently found globetrotting across the US, Canada & Europe. Our goal is to provide a high level of service and education to businesses, individuals, non-profits and government organizations so they can best leverage the unique reach of the Internet to increase visibility and achieve success. If you’re interested in talking to us about any of our services:
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