ENDAVO BLOG

NAB Day 2: War on the Floor (and a little 3D)

By Pete Contardo

Endavo was asked to participate in NAB/BEA’s War on the Floor, an Amazing Race-type scavenger hunt where two teams explore the NAB exhibit hall to learn all the major steps in the content life cycle. CEO Paul Hamm shared information with one of the teams on Endavo’s role in content management, distribution and monetization, highlighting the key features of our OTT Video Services Platform and the opportunity to syndicate content to global telco tv partners. 

Check out the War on the Floor video clip:

Quick Observations on 3D:

After attending a special event showcasing the latest 3D offerings, there certainly seems to be momentum building on the content production and distribution technologies available to accelerate the adoption of 3D displays (and the commercial success of Avatar certainly doesn’t hurt the business case either). Hearing that Best Buy sold out of their initial Panasonic 3D bundle also shows that there is sufficient demand from early adopters. And who knows, maybe the best indication that the market may just may be ready to take off: We picked up a catalog at the event filled with multiple pages of “designer” 3D glasses now available to consumers. Guess folks want to be stylish even when sitting in their own living room.  Now all this still doesn’t necessarily mean that the typical consumer is ready, willing or able to go out and purchase a new 3D TV, but at least the tools for driving 3D content creation and viewing are in place.

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…

IPTV World Forum 3-Day Experience

Day 1: Going Over-The-Top at IPTV World Forum

03/24/2010- Day 1 is over at the IPTV World Forum in London and we’re off to a great start. We’ve teamed up with wireless networking vendor AirTies this week to showcase our solution for over-the-top (OTT) video services. The world of online video is changing—and we’re right in the thick of this evolution of technology and entertainment. Talk about exciting times.

It’s been non-stop for our CEO Paul Hamm, pictured with AirTies CEO Bulent Celebi. Paul’s been meeting with content producers, broadcasters, telcos and other industry representatives and sharing new ways to reach more people, in more places, with more ways to monetize by offering OTT video services. Throughout the day, people from around the world have been viewing the AirTies hybrid demo of OTT and digital video broadcasting (dvb-t) supported by our Endavo Media Management System. I think it’s safe to say, OTT is going global.

So syndicating the planet…here we come (that is, right after we grab some fish 'n' chips).

 Day 2: IPTV World Forum Buzz

03/25/2010- Day 2 has now come to a close at the IPTV World Forum 2010 in London. And we were somehow able to snap a photo of our CTO Scott Bell sitting down—the first time all day. 

Scott and CEO Paul Hamm spent the day demonstrating the integration of our media management system with AirTies hybrid set-top-box. It offers telcos, content producers and broadcasters the power of OTT videos services, and there is plenty of “buzz” about OTT at the booth.

• Visitors are already sold on the business potential of OTT video services. They’re focused on finding the best solution, one that integrates all the pieces of the equation, and Endavo/AirTies is an example of how it all comes together. 
• They like the fact that Endavo/AirTies offers access to content already packaged and ready. They need content, beyond IPTV, and they want an easy way to acquire, manage, deliver and monetize it.
• AirTies users note its UI speed and ease of use, and they certainly like the integrated home networking and wireless access capabilities when it comes to their OTT set-top box offerings. 
• Overall, flexibility, ease of deployment, ease of use (consumer QoE), and access to content/services beyond IPTV are major factors being cited as important to operators evaluating OTT solutions.

Now that the day is over, we finally get a chance to truly sit back, relax and watch some OTT-TV. Until tomorrow…

Day 3: An Over-The-Top Overview at IPTV World Forum 2010

03/26/2010- IPTV World Forum 2010 has come to a close and while we make our way back across the Atlantic, we leave knowing that the OTT video revolution is in full swing around the globe.

It was no surprise that most everyone at the show “gets” OTT. But the market is still struggling to marry up IPTV with OTT to create business and delivery models that make sense, and then figure out where they play in the new converged world. As we demonstrated with AirTies, the trend is toward hybrid OTT and IPTV. One thing is for certain, however. Everyone needs content AND a platform. So while the market understands that the OTT/hybrid delivery model is there, a big concern is getting content into it. This of course is good news for Endavo as it is core to our solution. In fact, when Massimo Marinelli from UBS Investment was asked where he’d invest $100 million in the media services arena, he said content distribution platforms.

Another big take away from the Forum was the desire for an iPhone-like consumer experience on the TV. In order for the Internet to truly make its way into the TV realm, there needs to be more widgets, apps and sites designed specifically for IPTV. For telcos, they have an advantage in this because they own the pipes to manage OTT/hybrid service delivery to deliver a better quality user experience. In fact, SoftAtHome, which Endavo demonstrated with on the Etisalat booth during the Gitex event, is already doing this. The company showcased a new version of its application that has more of an iPhone-like experience. SoftAtHome is saying, “instead of trying to build services around the current TV experience, we need to build a new experience on the TV (like the iPhone) that happens to include TV.”

Three-screen is still hot—as it gives operators an opportunity to increase user base, activity and average revenue per user (ARPU). And while the best ways to monetize content are still being debated, paid is winning out over ad based as the preferred model. Free content is being replaced with a freemium model, which offers a mix of free services with intent to up-sell to premium services.

While OTT is still defining itself as a market, the keys to success are apparent: Quality content, interactive features and the ability to watch anywhere, at any time, and on multiple screens. Sounds like a job for Endavo…as we continue our mission to syndicate the planet.

Lessons from Internet Summit ’09: Live Streaming, VOD, and Ad Placement

Yeah, the Internet turned 40-years-old this year, prompting a birthday article by the Guardian, but it’s far from being “over the hill” – at least, not at this summit.

More than 75 industry experts and Internet thought leaders from companies such as Technorati, Pandora, ESPN and Google, convened at the second annual Internet Summit earlier this month in Raleigh, N.C. And this year, it was streamed live—thanks to Endavo Media.

One hot topic discussed at the conference was online video solutions for businesses, especially live streaming versus on-demand.

Here's a quick look at the main discussions at the summit:

Live Streaming: Live streaming allows content producers to engage an audience with an interactive environment. This includes chatting, commenting and social media opportunities that allow the audience to really feel like they’re a part of the event. It also creates a feeling of exclusivity. The audience feels as though they’re the “first to see” or that they’re part of the “in-crowd” with live streaming events. The key take-away for businesses: It’s important to focus on gaining a large amount of content and then up-selling to a paid platform.

On-Demand: Content providers looking at on-demand video need to focus on monetization of their content (especially longer form content). Analyze and measure the value of the content. Plus, focus on premium content, higher-end media/broadcasting companies. 

Mix It Up: Luckily, businesses don’t have to choose between the two. Endavo Media provides a platform that allows both live streaming and on-demand video. The next Internet Summit lesson, however, is making money from all your work.

Monetization: Content providers don’t necessarily need to choose ad networks. This allows businesses to 1) have a personal relationship with the advertisers, 2) only include relevant ads to their sites, and 3) have greater control over the where/when of ad displays in order to keep customers from being blasted by unnecessary advertisements. Also, consider playing video ads on the same media player that viewers are watching VOD. This keeps the viewers on the company’s site (and NOT the advertiser’s site).

A strong Internet video strategy starts with research, followed by some trial and error to find the best overall solution for your content and audience. We look forward to covering future events and conferences to gather the latest opinions and trends in online video. Until then, Happy Birthday, Internet! 40 years and still going strong.

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.

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.

Niche Online Video Communities and Advertisers—A Perfect Online Love Match

By Paul D Hamm

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.   

Online video: short-form content is the winner

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. 

Small Sports Teams/Leagues: Huge Opportunity to Use Online Video

By Shaun Pope

The great thing about sports is that people get so passionate about it. So, if you’re a sports marketer, team/league promoter or just a hardcore fan, building an online community around sports is a no-brainer.

The first step is to create a place where fans, players and supporters can meet online. You can always start with a blog. But sport is about action and nothing does this better than video. So, using online video is a great way to attract fans to your site. Not to mention the sponsors that want to reach them.

The good news is that you don’t even have to worry about production. Most fans, parents and coaches are already capturing video and pictures. What you need is a centralized place where community members can share their user-gen content and interact with one another. The most cost- and time-efficient way to get your video community up and running is to select a fully-hosted online video platform that lets you create a branded video community and gives you total control over your media, audience and monetization options. As your community expands, you may decide to stream live video from key athletic events or to invest into additional video production like interviews with players and weekly team reports.  Your Internet TV platform should have the capability to supports your community’s changing needs.

You can then monetize you online video community by attracting sponsors and advertisers who want to reach your audience.  Advertisers will be able to become active community members by supporting team segments, including their own videos, sponsoring live events or displaying ads on your website and within your online video player. Need an example? Take a look at what American Powerboat TV has done with its sponsors. You can also monetize your community through fee-based subscriptions or by selling access to live streaming events.

What’s great about online video is that it’s a great equalizer. It’s now possible for USA Water Ski to have the same powerful marketing and promotion tools as the National Football League. And if you’re wondering, yes, Endavo Media can help.

Online Video Marketing Guide

By Tatiana Tugbaeva
Online video marketing guide by the IAB Video Council will help you plan, create, execute and assess the success of your online video campaign. The guide provides useful info on using online video with other media, planning and executing online video campaigns, setting objectives, developing creative strategy, engaging your audience, targeting, measuring and much more. In addition, it offers a number of case studies to get your creative juices flowing.

The guide is definitely worth checking out before you begin planning your next online video marketing/advertising campaign. Here is "IAB’s top twelve tips for filming online video adverts" from Filming an online video advert section:

By Jack Wallington, senior programmes manager, IAB

1. TV and online: work better together. If you’re filming for TV, incorporate the online shoot into the TV shoot, and make sure it does not get pushed aside in favour of TV. Online video and TV audiences are the same, the quality of your ad should be too.

2. Length: the IAB recommends making online video ads of 10 to 15 seconds long. If you’re only advertising around long form content you can make your ad longer, perhaps using an edited version of your TV advert.

3. Branding: include your brand, packaging or logo throughout the advert to aid recall.

4. Player size: the vast majority of online video is viewed in a smaller player, so make sure text is readable and that you use shots that don’t look cluttered in a smaller viewing space.

5. Get creative and entertain: video is about entertainment. You may not have much time in a 10 second advert but that’s plenty of time to entertain.

6. Sound: in video players the sound will be on automatically when someone clicks to view a video. Sound effects and music can make or break your advert. Car adverts use music to great effect, while annoying sound effects can irritate but be memorable.

7. Interaction: if you want people to interact with your advert make sure the ad includes scenes that show what you want people to click on (e.g. your product), allowing enough time for them to do this. You can include multiple scenes to really show off your product, but you’ll need to plan for this.

8. Actors: if you’re using them, don’t skimp on talent. Watch previous work by professional actors and get multiple opinions to make sure they’re suitable.

9. Pacing: use lots of short clips to give the impression of a fast paced scene. For slow paced ads, use few fewer, longer clips.

10. Call to action: if you want people to do something, make it obvious, simple and eye catching. Use graphics that stand out against the video clip.

11. Engagement: online viewers can lose interest quickly. Entertain, engage and make sure your message is delivered quickly and clearly to a relevant audience.

12. Cut cost, not quality: just because you are online doesn’t mean you can cut production quality, but given the reduced screen size there are tricks of the camera to reduce cost. E.g. to show a crowd at a concert you just need the crowd, you don’t need to hire the O2 arena!