ENDAVO BLOG

You Gotta See This…Oh, Wait. It’s Buffering.

By Pete Contardo

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…

Will The Real New Media Broadcaster Please Stand Up?

By Shaun Pope

Last week I had the privilege of presenting a keynote speech to the AMA Tampa Bay Digital Media SIG event. The focus was video -- and how New Media is changing traditional broadcast models. It sounds fairly straight forward, right? But when you think about it, the components or framework for monetizing content hasn't changed; the real change is in the new-found ability of all stakeholders to take on new roles in the process.

At the event, I introduced a concept I like to call the "New Media Framework," which illustrates how similar old and new broadcast models are. "Monetization" is one of today's top buzz words. However, traditional broadcasting and new media are built on the same principle: generating sustainable revenue from content. The 3 key components to successful content monetization are: Content, Audience, and Sponsorship/Advertising.  When all 3 are clicking, you have monetization. NOTE: I intentionally left out paid content, as it has its own dynamics.

Within the traditional media framework, each participant is rather fixed in their role. Content producers make content and sell it to broadcasters. Audiences passively consume it. And, sponsors/advertisers place their 30- or 60-second spots in targeted media outlets. Again, it's all designed as one-way communication, hence the term broadcasting.

So what's "new" about New Media. In short, emerging technology, the Internet and social media platforms have unleashed the true potential of the traditional broadcast model, allowing flexibility. Here are just a few examples of new broadcast strategies where roles have shifted resulting in monetization:

• Audience acting as broadcaster: YouTube personalities. The user generated content (UGC) craze has been fueled by social media portal sites where anyone can publish/distribute content. Individuals like Dave Days, YouTube Fred and LonelyGirl15 have all built significant audiences with nothing more than a hand-held camcorder and their computer. Even though it's challenging to reach maximum monetization (see: Online Video, Nothing's for Free), strong content and established audience creates sponsor demand. Specifically, product placement and in-video branding, enabled by companies like HitViews (started by YouTuber Caitlin HIll) has created real revenue for these content entrepreneurs.

• Content producers acting as broadcasters. A great example of this is Endavo Media's client American Powerboat TV. Here is a traditional content publisher that continues to sell content production services to traditional media brands, but realized they were leaving money on the table. With their own Internet TV channel, AmericanPowerboat.tv has created a niche audience of enthusiasts with sponsorship driven deep into the content. In effect, they have become a broadcaster, with all 3 pieces of the New Media Framework under their control.

• Sponsor acting as broadcaster, or as its become known, branded entertainment. Arguably, this has become one of the hottest trends in marketing. It can take many forms, from concert sponsorship with an online component (recent U2 on YouTube event), to serialized webisodes like IKEA's acclaimed "Easy To Assemble," and/or UGC contests like Hienz Ketchup's ongoing "Top This TV Challenge." In all cases, the flexibility of the New Media Framework allows big brand marketers to create/aggregate content, deliver it, promote it and wrap their brand around it. Again, controlling all 3 pieces of the model.

These examples are meant to demonstrate the opportunity that exists for multiple groups to succeed within the New Media Framework. Now, no one is relegated to a single role. However, taking on these new roles can mean venturing into uncharted water for some. If you lack the ability to fill the content production role, or you're not a strong marketer, you'll need to find partners that are and forge relationship that can deliver on all 3 phases of monetization.

Look at the graphic above, and remember: shoot for the middle.

Lessons from Space and Xbox 360’s Sky Player

By Jason Anderson 

“Houston, we have a problem.”

Those famous words by astronaut Jim Lovell on the ill-fated Apollo 11 mission should never be spoken of your online, mobile or IPTV content distribution. Whether you’re a niche content producer or a major media company, proper planning will reduce hiccups and help you launch and manage your online efforts.

The folks at Xbox 360 in Europe are learning about proper pre-planning the hard way, perhaps with Jim Lovell’s voice ringing in their ears.

Xbox 360 recently launched Sky Player, which as this article relates, allows Sky TV subscribers to access live and on demand content. Sky Player is also available to non-Sky TV customers for £15/month.

Demand has been so high that Xbox 360 has been forced to suspend the service while they upgrade their network capacity. In fact, they’re now implementing a phased rollout to protect against future outages.

As you launch your online, mobile or IPTV offerings or as you ramp up to a bigger and better audience, be sure to plan for success by choosing a platform that can handle major traffic and includes “roll up your sleeves” support to quickly tackle issues on the road to generating revenue and distributing your content. Frankly, relying heavily on so-called ‘free services’ such as YouTube and Blip.tv may appear to save you money in the near-term, but your long-term goals can suffer due to slow performance at peak traffic times, lack of real-time technical support and more.

Thankfully, Lovell and friends made it back to earth unscathed. And though the jury’s still out on whether Sky Player will overcome their initial stumbles, both tales illustrate the need for better upfront planning. Be sure to learn from their missteps and lay a firm foundation to accomplish your online, mobile or IPTV goals.

Do you Hulu? Combo business model for monetizing online video

By Jason Anderson

If you’re a content owner or aggregator, you have probably thought about the different ways to monetize. You may be thinking, “Should I use an ad-based or subscription-based model?” But, what if I told you that it’s not an either-or situation? What about using a combination of both? Your distribution strategy would likely include the following coordinated strategy: advertising to give free content to guests and subscription-based memberships for premium content.

Consider two recent happenings at online video giant Hulu.  

Hulu.com has famously gathered an audience in the tens of millions via premium content from top networks offered in a visually engaging, easy-to-navigate site monetized through video and banner advertising.  Now, Hulu is developing new tools to allow viewers to interact with advertising more significantly and laying the framework for subscription-based offerings set to debut in some form in 2010.   

In spite of the massive bandwidth costs associated with showing nearly 500 million video views per month, Soleil Securities analyst Laura Martin says Hulu is well on its way to profitability.  Their success demonstrates the viability of delivering quality content in a quality environment.

Perhaps your revenue sweet spot is in providing ad-supported content free to guests and members, plus exclusive content for paid members, all showcased in a custom-branded environment, just like Hulu. The possibilities are endless when you use all the capabilities of your own online video platform. And Hulu’s efforts should act as encouragement as you consider various ways to generate revenue from your content. 

Endavo Speaks at PDMA Brand Marketing Conference

By Shaun Pope

With a little help from my friend Kelvin G., I spoke at the Product Development & Management Association (PDMA) Brand Marketing Conference. Hot off the set of "Zombie Truckers 3," Kelvin G. took time to share his insights with the group -- including a nod to pitchman Tony Little and his hit product the Gazelle.

Check out his clip:

What Kelvin G. understands, that a lot of product managers and brand marketing types don't, is that social media marketing is all about content. That's right. Social media = participation. Participation = content. Content, specifically relevant and engaging content, has become the currency of social media. The more of it you produce, deliver and promote, the more influence you can create for your brand.

One of the points I made during my presentation was the disconnect that many businesses seem to have when it comes to video. I mean, almost everyone has a video camera at home, posts movies online for their family to share, and in some cases does some basic editing to clean up the finished product. But that same person never thinks to bring their camera on a client visit to get a video testimonial, or to the trade show booth or to the product manager's office to get product tips and tricks to share with clients. Content is everywhere, you just need to capture it before it's gone.

And before you ask -- Yes, I did shoot video from the event.

You can see it here:

Honestly, your business, products and colleagues are creating content opportunities everyday. This is content that your clients and prospects want to see, as evidenced by an April 2009 Nielsen report. Best of all, they don't  care too much about professional-grade production value or special effects... they just want to engage with your brand. So, create a content plan with that in mind.

We've all heard about Consumer- or User-Generated Content (UGC). But, I believe the next big wave in online video will be Business-Generated Content (BGC). Companies that start hiring content strategy experts, and investing in basic in-house video production capabilities will be poised for success. They will be able to deliver more engaging content and communicate faster than their competitors. Sadly, those waiting to "figure it out," or dismiss online video as a fad, will be left behind. Video content will be a key component for any successful multichannel marketing campaign.

Some examples of companies doing it right include:

• MarketLeverage Video Channel: Uses video to communicate with members of its referral marketing network, promotes premium merchants to special promotions to affiliates.

• TurfNet: Creates original video content and regularly delivers it online to increase membership engagement and promote key association sponsors.

• Numara Software: Uses video to educate clients and prospects on product features and benefits. Extensive collection of client testimonials that bring instant credibility to their brand.

The writing is on the wall. If you're a brand manager or product marketing director that doesn't understand the importance of online video, do something before it's too late. Take my word for it -- now is the time to build a video strategy that's inline with your overall branding goals. Think of new, creative and cost-effective ways to gather and distribute video content. Become a video "rock star". Your customers will love you for it, and your CEO and CFO will come around soon enough.

You can follow me on Twitter @ShaunPope, or connect with me on LinkedIn.

Been There, Streamed That: 3 Lessons Learned

By Jason Anderson

Well, I'm back! I returned from the 2009 Lifelight Music Festival in Sioux Falls, S.D. a couple weeks ago, and I'm already looking forward to next year's event. To say the least, I had an amazing trip. The bands were great, the crowd was full of energy and the experience was unforgettable. But even more exciting than being out there with 300,000 fans was knowing that I was a part of something bigger.

For the first time in their 12-year history, LifeLight wanted to offer live streaming concert coverage to fans across the nation during the 3-day festival. So, you better believe that we were there to make it happen. So while live events are fresh on my mind, I wanted to share a few tips to help make your next online video live event a success. Sure, every live broadcast is going to be different in terms of venue, content, audience, production, budget, schedule, etc. But there are a few fundamental things that it’s always good to remind yourself of when preparing for your event.

1) Internet Connection is King

When planning a major online event, be sure to repeatedly test your live online connection strength prior to your event. This can easily be accomplished by connecting a DVD player or other video source to your streaming computer and to check out the quality of your broadcast. Don't take your internet provider's word on your upload speed -- inspect it personally.

2) Cameras, Computers and Coding, Oh My!

Prior to a live online event, be sure to test the quality of your input and output devices (cameras, encoders, etc.) to guarantee a flawless end-user experience.  Remember, the live stream can only ever be as good as your original source.  Also, try to dedicate a computer solely to the live online broadcast, and have a back-up. 

3) Ready, Set, Subscribe!

Be sure to set up an automatic subscription process through your live broadcast/video on-demand platform. This will streamline the user registration and log-in process, and simplify the way you manage registrations. By keep it simple, you’ll not only increase the number of people who subscribe but also increase the quality of the experience. Then, your audience can enjoy the event, without getting hung up during the registration process.

More live event tips to come. In the meantime, thanks to the incredible folks at Lifelight Festival. See you next year!

Mom was right. It’s nice to share.

By Pete Contardo

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.

It's time to put some “Service” back in your Platform

By Pete Contardo

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 that all 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 new distribution 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.

AMA Tampa Bay Serves Online Video to the Local Business Community

As an active member of the local business community, we love exploring the hottest trends in digital media, online video and social media marketing with Tampa Bay’s marketing professionals. And as a new media technology company, we love it when our Internet TV platform can help facilitate this exploration. That’s why we are so excited to announce the launch of the AMA Tampa Bay TV, an online video platform supported by the Tampa Bay Chapter of the American Marketing Association (AMA Tampa Bay).  Using Endavo Media’s Internet TV Platform, AMA Tampa Bay TV will stream on-demand video content and serve as the source of professional and industry information and education to AMA members and marketers throughout the Tampa Bay area. A variety of interactive features will allow viewers to rate, comment and share videos, and even chat with each other during live events! Future plans for AMA Tampa Bay TV also include user-generated video uploads.

Here’s an example of how AMA Tampa Bay TV provided additional insights to its members with a videotaped interview from one of its guest speakers, Tod Taylor from Franklin Covey.

“It’s exciting to partner with an association that embraces online video and is using it to enhance the professional development of its members,” says Peter Contardo, our Chief Marketing Officer. “To see a non-profit marketing organization like AMA Tampa Bay showcase the power of new media as part of its own marketing and business strategy is truly unique.”   

By adding a custom branded video player to its website, AMA Tampa Bay can also generate additional revenue by monetizing its online video content with video and banner ads, sponsorships, subscriptions, pay-per-view and more.

On-location shooting and post-production services are being provided by Tampa Digital Studios. Video segments are being produced and hosted by Emmy Award winning reporter Heidi Kempf of Ren Scott Productions.

Visit our website for a full press release

Online Video is the Fastest-Growing Social Networking Platform

By Tatiana Tugbaeva

According to a recent study by Lightspeed Research for Trendstream, online video is the leading social media platform with over 70% of US web users watching clips on the web. And gen Y is not alone in fueling the growth. The study showed that 65% of those aged 55 to 64 watch video online. In addition, when it comes to web video, people love to share. More than 50% of 16 and 17-year-olds and 29% of 55 to 64-year-olds shared video clips with their friends, family and colleagues.

These numbers show that online video presents a tremendous opportunity for brands and organizations to connect with their potential and existing clients online and grow audiences virally. Brands can use the social power of online video to build communities across the web and establish relationships that go way beyond products and services.