Sure. We all love watching video clips of skateboarding dogs and talking babies on YouTube. But buffer once, even for short videos, and we’re out. A recent study by Tubemogul found that 81 percent of all online video viewers —- that’s four out of five of us -— click away if a video rebuffers just once. Now, imagine trying to watch a full-length movie on YouTube.
The quality of service issue when it comes to delivering video content, especially those looking to monetize their video content, is critical. It’s tough to charge a premium, be it ads or subscriptions, when your platform can’t deliver the quality experience that your audience expects. So, good luck to YouTube in their latest plan to offer movies on their site. But don’t take it from me. Just ask SNL’s Weekend Update New Media Correspondent Bobby Moynihan what he thinks about this latest move from YouTube. Oh, wait. He’s buffering…
Last week I shared a few key insights gleaned from attending the recent Streaming Media West and Online Video Platform Summit ’09. I wrote on 3-Screen Delivery and Mobile Video Delivery. Today, I will be concluding with Paid/Premium Content, Detailed Video Analytics and Live Streaming.
Live Streaming
Most visitors to our Endavo booth were overwhelmingly interested in streaming live video. I'm watching as live streaming gradually becomes a higher priority. These days, we live in a world where people want to see real events, right NOW. The demand and need for Video on Demand (VOD) cannot be ignored.
Paid/Premium Content
Because businesses are in the business of making money, many are starting to notice ways to monetize their online video content, too. This question is on everyone's mind, "Why create a Web site offering high-quality and premium video content, if we're just going to give it away for free?" That’s why conference attendees were asking us about video monetization models, and if Pay-Per-View offers a better ROI over Subscription or Membership models.
While there is no universally accepted single “best” online video monetization model, there are multiple ways available that will offer an effective combination of revenue generating tools for your business. We feel it’s crucial that each businesses assess and decide what’s important to their audiences – then apply a monetization model that best achieves their specific business objectives.
Detailed Video Analytics
Without a goal or plan, your business is like a ship without a sail. Because it’s important to track and measure results, I was especially interested in the conference’s discussion on ‘Analytics & Measurements’. At Endavo, we believe creating deeper analytics will become more of a development priority in the digital media revolution. Metrics such as total videos views, most watched videos, and what’s generating buzz are helpful, but you should demand more. The Streaming Media West panel predicted in 2010 we’ll see more detailed analytics, such as: How long did the user view the video? Did they skip through the ads? Did they watch the video in its entirety? Where did they drop off?
Also, as discussed, we’ll see more proven tracking methods for geographical drill-downs and metrics showing video viewership on a global, country, state and city-wide radius. While overall online video technology continues to evolve, we believe the capability to dive deeper into online video viewership dynamics will help companies realize better ROI, monitor and track marketing and sales goals, and appreciate the contribution of online video to their business mix.
Conclusion
Online video has come a long way the past 5 years – but we have an even longer way to go in the next two. Technology continues to evolve, new companies are launching every day ... and best practices continue to be implemented.
I admit that I can get wrapped up in the capabilities of online video, and the myriad of services offered ... and why our platform is so great. But it’s important to not get too focused on the array of technical services available throughout digital media. You should instead do your research, stay up to date as best as you can and ultimately find solutions that solve problems and make sense for your business.
And most importantly, develop a solution that provides your audience an opportunity to engage, interact and consume ... and keep giving them reasons to come back for more.
Many here at Endavo Media recently attended Streaming Media West and Online Video Platform Summit ’09, a three-day conference rich with live demonstrations, expert speakers and business-building opportunities for professional video content producers, video technology companies and online video platform providers. I spoke with countless industry experts, providers, producers, and attendees, all of which helped confirm problems the online video industry is experiencing, and the need for solutions for future digital media delivery systems.
Because there is so much conference information to share, I’m providing the first of a two-part blog post in hopes to educate and inform you of the latest happenings in our digital world. Today I’m writing on 3-Screen Delivery and Mobile Video Delivery. Next week I’ll conclude with Paid/Premium Content, Detailed Video Analytics and Live Streaming.
3-Screen Delivery (PC/Mobile/IPTV)
Mobile delivery was the most widely discussed topic with 3-Screen Delivery not far behind. Three-Screen Delivery is simply another way to describe the ability to publish digital media to the computer, mobile phone and TV. While interest in IPTV was somewhat tempered, many telecommunications companies with whom I spoke was touting set-top box and its importance in the future of online video delivery.
Most experts believe telecommunications providers, cable companies, and global broadcasting companies will be offering “TV Everywhere” by 2013.
Mobile Video Delivery
Being a sports nut and former college football player, there have been countless sporting events I missed because I was away from a TV or Computer, or my cable company wasn’t airing that particular game. Rejoice! I no longer have to worry about that.
Today we can simply enter the mobile URL of your favorite sports video Web site and catch the game live or on-demand from a mobile phone. No doubt mobile video delivery has arrived and is capturing tons of viewership!
While most conference exhibitors seemed focused on standard video delivery to Web sites, we saw heavy interest in vendors promoting mobile video delivery. Content producers were seeking an easy and effective solution to distribute content to mobile phones. Also, there was considerable talk about piracy and illegal downloads of content—that’s always a concern of video content producers. But rest assured, there are measures for distributing content safely without limiting its global reach.
Based on feedback and interactions at the Endavo Media booth, and discussions with others at the conference, I believe mobile video delivery will be the HOT TOPIC in the online video world for at least the next six months.
Whether it’s some sick zombie clip, a cute puppy video, or another one of those
fake viral commercials, today’s online video scene is full of content for all
types of people. But where’s the fun in finding a cool video and then not being
able to share it with anyone?
Research shows that 1/3
of all online videos are shared, according to a study by Yahoo! and
other large media companies. So, it still baffles me when I come across a great
video on a site that doesn’t support sharing or other social networking
features. Now, more than ever, viewers don't want to keep their favorite content a
secret. They just can’t wait to share it, post it or mash it!
Best of all, great things can happen when a viewer shares your video. They become an
ambassador for you, strengthening not only their relationship with your brand,
but also engaging others to do the same. You can effectively reach more of your
target audience, in a more direct and personal way. And any of their “friends” who
receive an invite to view your video are more likely to accept the message
because it came from someone they trust, and in turn they learn to trust you. Similarly, if someone embeds your video on their site or social
network page, it can have the same effect by exposing your content to
their friends.
These days, customers have come to expect sharing features with their media content, especially when it comes to video. So, make sure your platform has the right features. Before you know it, your viewers will be sharing their favorite videos and you can just sit back and enjoy the benefits.
(But sometimes it doesn't hurt to remind your customers to share, just like Kelvin G. does before one of his clips...)
So, be nice and remember what your mother taught you-- and make it easy
for everyone to share.
These days, live online streaming is hotter than ever. Take the LifeLight Festival, the largest free Christian music festival in the U.S. happening this Labor Day weekend. Last year, over 320,000 fans gathered on a grassy plain in Sioux Falls, South Dakota for the free outdoor concert. This year, the event will extend far beyond the Mount Rushmore state-- it's going online to a live global audience.
LifeLight will broadcast nearly 30 hours of live music to paid subscribers over three days in stunning audio and video quality. During the live broadcast, fans will see interactive banner advertisements for the on-stage artists' latest CDs, future concert tickets and more. Between acts, LifeLight fans will also have the opportunity to enjoy music videos from their favorite bands or cruise back to the LifeLight main website to find out more about their non-profit ministry.
So what does this have to do with your brand or, for that matter, your band?
Now is the best time to consider new ways to reach your audience. Think about it -- how do you to connect with clients, fans and others in real-time? Live online broadcasting within a custom-branded environment will build a lasting relationship with your audience, especially if you're featuring niche events for dedicated fans and followers.
While some of the video sharing sites do offer to host your live broadcasts, you better be prepared to give up control over your revenue and your brand. So if you’re serious, stop reaching for their “carrot on a stick” and begin fully capitalizing on live event opportunities to connect with your fans with your own platform.
Learn from LifeLight's cost-effective, custom-branded efforts and capture your own dedicated fan base using live online broadcasting.
You have many choices when it comes to trying to find an
online video (SaaS or PaaS) solution that’s right for your content and
business strategy. From a pure technology standpoint, adding a video to
your website is easier than ever before. In fact-- it’s so
easy a marketing person can do it! (Hey, I can get away with saying this
because I am that marketing person.)
But a successful online video strategy requires more than just
embedding video on your website. So why are so many platform vendors moving towards a
“self-serve” model? Do they really think thatall
that’s needed is to fill out an order form, enter a credit card, and your
Internet TV platform is fully operational and optimized to your business and
marketing goals? You don’t even have to speak to a person. Seriously?
And what happens when you want to explore a newdistribution channel or
advertising opportunity, add a new feature, or just need some expert online
video advice? Will you be satisfied with an auto-reply email form? Some may
only want to work with the more “popular” vendors in the market.
But is bigger really better when it comes to Internet TV platforms? Do you prefer working with an 800-pound gorilla or a real
human being?
At Endavo Media, we take a different approach. I like to say
that we built our business on a “Service-as-a-Platform”
philosophy. Sure, we offer our own version of a hosted online video platform
that enables you to manage, deliver and monetize your content and branded video
services. It actually
stands up on its own quite well. But rather than just taking your credit
card on some website form, our dedicated business development specialists
provide insights into the current online video market and can guide you in
launching a web video strategy that satisfies your business needs. In addition,
our dedicated Client Support Team is always there for you on the phone, chat,
and of course by email as well.
So if you are in the market for an online video solution,
you may want to ask the vendors you are evaluating about the level of service
that comes along with their software or platform…that is, if you can
reach them.
I my previous post, I wrote about Consumer adoption of Internet TV and how it has contributed to the development of online communities around video. Today, I want to discuss how new technologies make it easy and affordable for content owners to reach their audiences online and build social communities around their web video. Technology is now readily available – and affordable – to manage, distribute and monetize broadband-delivered content. And because so many people are watching video online, content producers and broadcasters alike can easily reach wider audiences and then use available tools to engage people and promote interaction, both of which means more money for your content. Yes, the technology to deliver a high-quality experience to PCs, mobile phones and TVs through broadband (IPTV) has been a reality for a few years now. However, the means to do so haven’t been readily available and affordable for all content producers.
If you want to launch an online video, social media, mobile video and/or IPTV service, your choices are generally limited to a few strategies. You can build it yourself. However, such an initiative will require a significant investment of capital, time and IT resources – and the pay-off is not always positive. You can distribute your content through existing social networks, video sharing sites and content aggregators and hope to get some shared ad revenue (raise your hand if you’re actually generating a profitable business plan this way… anyone?). You can have your webmaster piece together a content delivery strategy using open-source, free or cheap applications (But then, what happens when you are faced with a real challenge or needprofessional help?). Or, you can use a hosted platform-as-a-service model, which has traditionally been pretty expensive or inadequate.
However, times they are a changin’!.. There are now a good handful of companies that provide very robust content delivery platforms at affordable prices. These online video platforms can truly enable end-to-end delivery of live and on-demand content to multiple destinations. They can provide you with various video management, distribution and monetization options. Some of them will even allow you to build interactive communities around your content by integrating your online video portal with a branded social network and viral video (I can think of one I would recommend). These platforms provide content owners with all the necessary tools to build profitable businesses around professionally-produced online video leaving no excuse to why you shouldn’t be streaming video online if you have commercial-ready content, brand and audience.
Look out for my next blog post on online video Monetization Models available to content producers today!
On a recent family vacation we began to document our adventures with photos and videos with one thought in mind… Christmas Cards! Yes, it is the beginning of summer and we are already planning on how we’ll share our experiences with our friends around the world 6 months from now. And while the traditional photo cards have been around for a long time, today it’s also easy to share videos using e-mail, instant messaging, video-sharing sites like YouTube and social networks like Facebook and MySpace.
Recent eMarketer article picks up on this trend and talks about the evolution of online video sharing. According to this article, new technologies have taken online video from a niche market to the mass audience and allowed virtually anyone to become an online video distributer at little or no cost. Today’s web users participate in the full lifecycle of online video from creation to distribution. And the number of people who produce, publish and share online video across the social web is increasing each month. So, how can website owners and brand marketers take advantage of the social power of online video, engage their communities, grow audiences, build brands and… monetize?
The first step should be developing a solid Online Video Strategy. According to a research from Trendstream and Lightspeed Research, online video is the fastest-growing social media platform. So, your strategy should capitalize on the social power of web video through interactive features that will allow people to engage with the content, interact with other users, share content across the web and upload their own stuff. By doing this, you’ll be able to build a community around your content or brand and then monetize this community by either attracting advertisers and sponsors or turning expanding audience into loyal customers.
“So, how do I get my video online and allow all these interactive features?” you may ask. Well, the technology already exists. And depending on your business needs, you may choose to use third party websites like YouTube and MySpace, develop your own online video publishing and distribution platform or use a Platform-as-a-Service Media Management System such as Endavo Media’s Internet TV Platform. The advantage of using the latter is in the ability of rolling it out right away while maintaining total control over your content, audience and monetization options.
So while the summer months begin to heat up, just like web video sharing, now is the perfect time to focus on your Online Video Strategy, build online communities and generate revenue from the ever-growing trend of web video. Because before you know it, the holidays will be here and you will be sending out those same old-fashioned cards…
More and more people these days are looking online for their ‘love interest.’ Online dating works best when your profile is found by the right people. Blindly ‘broadcasting’ yourself to everyone will probably not get you the perfect match... The same is true for niche content owners and advertisers looking to reach their target audiences.
The Internet, as we know it today, is a vehicle for social interaction. There are thousands of communities out there and most of them are very niche. Now, with the development of online video, an enormous opportunity exists for content owners, brands and advertisers to reach those communities or bring passionate, like-minded people together. By providing value to the users – in form of special-interest forums and relevant content – content owners and advertisers can gain real value from mutual relationship by reaching their ultimate target audiences.
So, niche online video communities meet advertisers ... and advertisers meet niche online video communities.
Ah, yes, a love match on multiple levels of compatibility.
Too often in the online advertising space emphasis is placed on The Big Guy Media Sites, e.g. YouTube, instead of on what’s really important in an online relationship—the quality of the audience. If you think about it, just like with online dating, advertisers and marketers want to reach “Mr. or Ms. Right.” So, it’s not about being where everyone is, it’s about going after your target audience. For example, if I sell tennis racquets, I will look for tennis players, right?
I mean, does it really matter if you meet your love interest in Paris, or tiny Pigeon Grove, USA? No. What really matters is that you’re together now. And by associating with niche online video communities, advertisers and brands can connect with their target audiences without spending a fortune... hence, a cheaper date and higher chance of getting lucky!
Another hot topic today is whether it’s better to take your content to the audience or bring the audience to the content. Many suggest the former. This is a debate deserving some deeper consideration.
So, if I choose to take my content to the audience, does it mean my strategy should focus on putting my content/ads on the Big Guy Media Sites where I’m a needle in a hay stack and have little control over my content, brand, audience relationship and monetization?
And what if I already have access to my core audience (through other websites, communities, media channels or existing associations)? Am I not better off using this access to drive my audience to my site for better business control? If I do that successfully, am I not more attractive to potential advertisers (if that’s my strategy) who want to reach my community? Or, as an advertiser, am I not better off reaching my target audience without breaking the bank, instead of paying big bucks for putting my ads on the Big Guy Media Sites?
No doubt, as online video advertising continues to get more attention and bigger budgets, better targeting techniques will be developed. Until then, going after niche online communities might be the most effective and budget-friendly way for brands and advertisers to reach their target audiences.
By Tatiana Tugbaeva "While online video usage is growing, it is shortsighted to think of this primarily as an alternative venue for watching TV shows," says independent analyst Bruce Leichtman. "In fact, consumer use of video online remains much more about short-form video."
At Endavo Media, we support Leichtman’s outlook on web video. Online video is more than just watching regular TV programming on the web. In fact, in his recent survey of 250 broadband households, Leichtman found that only 8% of respondents watched repurposed TV shows on their PCs.
The greatest thing about online video is that has given equal opportunities to big and independent content owners to distribute their videos online. It has also allowed smaller and emerging brands to tell their stories and connect with the audiences without breaking the bank. You don’t need high-end equipment and a million-dollar budget to produce engaging content and reach your audience. All you need is a hand-held camera, compelling story to tell and broadband connection.
