OnlineVideoPublishing.com

Strategies, tips, how to's and best practices for online video publishers

Updating and Syndicating Your Channels for New Media Distribution

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This post originally appeared on
Larry Kless’s Weblog on October 8, 2008

This was the second of two sessions I moderated at Streaming Media West. My original plan for this session was to run through a series of questions that I had covered with each of my panelists in previous conversations. This was a similar format to my other panel session (using questions to trigger the discussion) but something else happened, the audience got really engaged in a Q&A session and it ultimately became a much richer session through their participation.
While the numbers dwindled in the last day of the conference it turned out to be a really fun and valuable session for the participants. A big thanks to my speakers Mark Rotblat, Paul Kontonis and Saidah Nash for all their time, effort and resources to make it a success!
(See their full profiles here.)


Updating and Syndicating Your Channels for New Media Distribution

Track B: (B302) 11:30 AM – 12:30 PM

 

Many traditional venues for news, information, and entertainment are in the process of transforming from their old ways to the new Web 2.0 models (syndication, tagging, comments, live chat, live streaming). Audience viewing habits have also changed and their demands for engaging social media and interactive features often drive the delivery model. Many online video publishers use different strategies, tools, and services to syndicate multimedia feeds. Learn from some of the people that are changing the way traditional media is being syndicated within their businesses.

Moderator:
Larry Kless, Founder, President, OnlineVideoPublishing.com

Presenters:
Mark Rotblat, VP of Sales and Marketing, TubeMogul
Paul Kontonis, CEO, Co-Founder, For Your Imagination
Saidah Nash, VP, Digital Media, Thomson Reuters

Here’s another short Flip video I shot that captured a few moments from my view at the podium and some audience Q&A after the session.

The real key is how do you syndicate video broadly and monetize it? You can’t really get players to carry messages, you have to bake it in. Mark said that the benefits of syndication are important for some of the following reasons:

  1. Getting content closer to audience, where they want to watch it here audience resides, not driving it to your site, channels, engaging with audience (comments, outreach, audience) need to do that
  2. Audience building
  3. SEO (syndicating on multiple sites increases search ranking)
  4. Less reliance on one publishing platform (different people prefer different sites, different editorial processes)

As online video viewing increases the playing field levels to where independent content producers can reach and exceed the numbers of the major networks and studios and compete for advertising dollars. We’re in some exciting times and it will be interesting to see the online video ecosystem or what Will Richmond calls “The Syndicated Video Economy” continue to evolve.

Online Video Publishing and Marketing Strategies

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This post originally appeared on Larry Kless’s Weblog on October 7, 2008

I’m pleased to announce that the first video from one of my two panel sessions from Streaming Media West is now online at: http://streamingmedia.com/videos/. This session discussed online publishing and marketing strategies by a diverse panel of industry speakers. I was thrilled to moderate this panel session and I thank Amir Ashkenazi, Christina Cece, Sanjay Desai and Robb Miller for their contributions (see their bios below.) I’ll be featuring other videos from the conference in upcoming posts including the other session I moderated on syndication.
Online Video Publishing and Marketing Strategies

Track A: (A102) September 23, 2008 11:30 AM – 12:30 PM

 

In the world of video publishing, how do you get started? How do you create compelling content? With so many options for live and on-demand video, how do you choose your distribution platform? How do you find your niche? Build your audience? Establish your brand? How do you create a sustainable model to monetize your content and generate income? This is an opportunity to hear some of the most well-known and respected online video publishers discuss online video publishing and marketing strategies.

Moderator: Larry Kless, Founder, President, OnlineVideoPublishing.com
Presenters: Sanjay Desai, VP of Product Marketing, Brightcove
Christina Cece, Sr. Product Manager, Glam Media
Amir Ashkenazi, Co-Founder and CEO, Adap.tv
Rob Miller, Vice President of Sales, Western US, The FeedRoom


Here’s a list of questions I prepared that became the framework of the panel discussion:

  1. What drives publishing and marketing strategies? (big idea or fill the niche?)
  2. Who are your customers? (content makers? producers, advertisers?)
  3. How do you get started? in online video publishing? what are the challenges? obstacles? opportunities? How do make money?
  4. How do you find your niche and establish brand? Build audience? Build ecosystem?
  5. What’s the key to producing and programming compelling content? (original series, uploads, UGC)
  6. What is unique about your platform? What markets do you represent? Who is you biggest client? Competitor? What other types of content is published?
  7. How important is advertising? Discuss models. Revenue sharing with content makers. Management of analytics.
  8. How do you create sustainable model for monetizing content? Are CPMs an effective way to sell advertising? What is the CPM value of a video ad today?
  9. What works? What doesn’t? In world of publishers and marketers, who is really benefiting?
  10. What are your key metrics?
  11. Where are the expansion opportunities and growth areas?
  12. What about the multi-screen strategy? (TV, web, mobile)
  13. What about other social media tool integration? (video comments, Twitter updates) Are they seen as adding value to branding?
  14. What do you see in the short and long term for online video publishing and marketing strategies?

Christina shared these slides showing the Glam Media player.

I had previously posted a profile of my speakers here but this is an updated speaker profile of the final roster that includes Amir Ashkenazi and Robb Miller along with some additional links.

Presenters:
Sanjay_DesaiSanjay Desai, Vice President of Product Marketing, Brightcove
Sanjay serves as VP of Product Marketing at Brightcove. In this role, he leads the product team responsible for Brightcove’s core service and spearheads product marketing across the organization. Before joining Brightcove, Sanjay spent several years leading product management/marketing for Tellme Networks’ consumer business in Mountain View, California. Prior to Tellme, Sanjay served as VP, Strategic Planning at The Walt Disney Company, focused on ABC’s broadcast and production businesses. Earlier in his career, Sanjay gained experience within Goldman Sachs’ technology, media and telecom M&A group and as a strategy consultant for KPMG. He holds a BA from the University of California, Berkeley and an MBA from Stanford Business School.
Brightcove, Inc. provides Internet television services. It transforms the distribution and consumption of media. The company provides video marketing solutions, advertising solutions, and advertising and marketing.

Brightcove background information:

photo_christina_ceceChristina Cece, Sr. Product Manager, Glam Media
Christina manages all Glam Media Products. She manages Glam.com, Glam’s owned and operated properties, Glam’s publisher products and internal tools and our flagship video product – GlamTV.
She held senior positions at IBM, MarkLogic Corp (Sequoia-funded xml content server company), Deloitte, and a year as a senior engineer at CafePress. She has a degree in Econ and Computer Science from Duke University.
Glam Media’s vertical content network, with a reach of 77M unique visitors, is effectively changing the very definition of what a media company is in the 21st Century. Glam Media leverages the increasing fragmentation of the Internet —bringing together owned-and-operated websites, including flagship Glam.com, with the Glam Publisher Network of more than 600 popular lifestyle websites and blogs and syndicated content from leading media companies. Glam Media’s distributed media network model effectively bridges hundreds of unique digital “voices” representing the best content in each category relevant to women, and offers advertisers truly unprecedented quality reach through a single brand advertising platform: Glam Evolution.Relevant Glam Media press releases:

amir_AshkenaziAmir Ashkenazi, Chief Executive Officer & Co-Founder, Adap.tv
Amir drives the overall strategy and manages operations for Adap.tv. Most recently, Amir was Founder and Chief Technology Officer of Shopping.com (formerly DealTime.com), a leading online shopping service that helps consumers make informed purchasing decisions by comparing products, prices, and stores Web-wide. Amir launched and successfully led Shopping.com’s technology and research efforts. Shopping.com completed an initial public offering in October 2004; the company was later acquired by eBay (NASDAQ: EBAY) in August 2005. Previously, Amir was Director of Research for CommTouch Software. He studied Computer Science and Economics at Tel Aviv University.

Adap.tv makes the most of online video advertising. Through its flagship offering, Adap.tv OneSource, the first open and universal video ad platform, publishers can seamlessly monetize and increase the quality and success rate of online video advertising across all networks and all formats. With a single point of control, publishers can match their online video inventory from a collective sum of ad networks based on contextual analysis and past viewer behavior.

robb_millerRobb Miller, Vice President of Sales, Western US, The Feedroom
Robb joined The Feedroom as Regional Sales Director in 2006 following a 10-year career in the post production, Internet, and new media business. He served as director of sales for Onstream Media Corporation, where he was responsible for worldwide sales of digital asset management services and landed deals with the strategic clients such as the NFL, AOL and Citigroup.
The FeedRoom is a white label video management service and leading broadband video communications company that powers the video sections of some of the largest sites on the web, including the New York Times, Intel, HP, and BusinessWeek. With end-to-end technology solutions, media and marketing services, and content production, encoding, hosting, and syndication services are provided for public and corporate sites. The FeedRoom’s unique one-stop-shop serves corporations, media companies, and government agencies. Customers like Wal-Mart, General Motors, Intel, The New York Times, Sun Microsystems, USA Today, Meredith Interactive, McGraw-Hill, and The Pentagon Channel already use The FeedRoom’s broadband video products to communicate with the media, consumers, partners, investors, and other key stakeholders.

I shot this short video with my Flip camera following the panel session. While it’s not too compelling it did capture the interest and follow up questions from some the audience.

For Your Imagination presents: The Web Series Producer’s Guide

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This comes courtesy of For Your Imagination published on
September 25, 2008.
Thanks Paul!

The Web Series Producer’s Guide

“NYTVF played host to the live Web Series Producer’s Guide moderated by Paul Kontonis from For Your Imagination and featuring Brett Wilson from TubeMogul, Bill Cammack, Kirby Ferguson from Goodiebag, and Marc Hustvedt from Tubefilter.tv. Phil Thomas Di Giulio, Co-founder of WellcomeMat, has posted a video of the session. Thanks to everyone involved!”

hdr_thenytvf

The NYTVF was founded in 2005 as the industry’s first recognized
independent television festival, providing a platform to elevate the
work of artists creating for the small screen. Held annually each fall
in New York City, the birthplace of modern television, the Festival
unites artists, executives, industry figures, and fans together in one
forum to celebrate the medium and to help shape its future.

For Your Imagination develops and markets high-quality original Internet TV and web
video series, turning concept into reality for  brands and content
creators. The company works with brands and content creators to develop
their online video content, offering them the opportunity to reach a
targeted advertiser-friendly audience effectively and monetizing
quickly. For more information go to: www.foryourimagination.com/

Loren Feldman of 1938media on Creating Compelling Web Video

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Loren Feldman says there’s no secret sauce for video blogging and that practice makes perfect. As the President of 1938media he’s no stranger to controversy and confrontation. He’s produced thousands of videos and some which have ignited debate that he’s both racist Where Are The Black Tech Bloggers? and a bully Open Letter To Shel Israel – It’s Over but one thing’s for sure he knows online video and he shared his personal experience and knowledge on the subject at  IzeaFest in Orlando Florida for a session on Compelling Video.

Live Broadcasting by Ustream

Feldman says be natural, don’t act and make videos that interest you. Be honest, look them in the eye and practice being real. Practice in front of a mirror to see how your face looks. Don’t fall in love with your material, you have to be ruthless when you edit and keep it short under 4 minutes. He says don’t ever listen to the critics, it doesn’t matter because you can’t please everyone.

For syndicating your videos he recommends Tubmogul and have titles, tags and description to your video for better SEO in those spaces. The most sincere way to build your own audience is to stick to you niche and build your brand on your own merit. He gives good advise for creating compelling video for personal video bloggers and corporate web video.

Video Length: 50:37
Description: “With a face as pretty as his, why wouldn’t Loren be one of the most noticeable vloggers around? Let him show you how to create videos people want to actually watch.”

The State of Online Video: Going Beyond the Pre-roll with comScore

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This video comes by ways of ReelSEO’s Grant Crowell who spoke with Josh Chasin, osh Chasin, Chief Research Officer for comScore. ReelSEO’s Mark Robertson writes, “Josh had just returned from moderating the panel titled, ‘The State of Online Video: Going Beyond the Pre-roll.’ According to Josh, comScore is the first company to measure online video in five countries – U.S., Canada, Germany, UK, and France.”

In the interview, Chasin said that online video viewing has increased with 70% more streams and 80% more minutes within the last 18 months. 70-75% of US online consumers stream at least one video, typical is 3 videos/day and 85-90/month. 18-34 years olds were the heaviest viewers and 35-54 were the second.

He predicted that online video consumption will grow as traditional media tries to lure back viewers who have migrated online, producers will move to long-form video and that video will refocus metrics toward time spent on internet consumption and not just page views and watching videos.

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