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.
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 below 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).
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.
Yeah, okay, he’s a little offbeat. He’s obsessed with zombies, and addicted to his webcam. Basically, this guy’s unreal ... literally. He’s Kelvin G., a fast-talking, fake Hollywood producer we created to help online video content producers better understand Internet TV platforms, and how best to monetize their video.
Kelvin needed a home, and a reason for being, so we also created a campy, mock movie he’s supposedly shooting called Zombie Truckers 3, and a whacky microsite at ZombieTruckers3.com. The character interacts with Endavo clients, prospects and other “fellow producers” through his various Web videos, Twitter page, white papers and “personal” email, all supported by his own “Zombified” Endavo Media Internet TV Platform.
Through his series of mock webcam videos playing on KelvinGTV, Kelvin provides practical examples (and some not so practical) on how to use online video, including social media features such as content sharing, commenting, chatting, and multiple ways to monetize online video to generate new revenue, such as advertising, sponsorships, subscriptions, syndication, branded entertainment and product placement. He even answers questions from fans, provides production insights and offers whatever else is on his mind from how to save ‘Jon and Kate Plus 8’ to the benefits of ‘Grunting in Tennis’ and more.
With Kelvin G.’s videos and the new site, we hope content producers will learn to embrace all the new opportunities to grow their businesses online, and have a little fun while they’re doing it.
Also, check out Kelvin's Hot Tips for "Making the Money" with Online Video and learn how smart producers and broadcasters monetize their content online:
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.
While researchers are still debating over how pervasive and effective online video is, marketers across all industries are adopting it as a promotional medium. Over the past couple of weeks I’ve been finding some great examples of how companies and organizations are using web video to achieve all kinds of objectives – from building their brands, to engaging with the audience, to delivering on specific business goals like increasing sales or tapping into new sources of revenue. Here’s what I found:
The Pennsylvania Tourism Office launched an original web series called "Peter Arthur Stories." These webisodes tell the adventures of a 22-year-old Peter Arthur as he travels around Pennsylvania searching for the waitress that served him a slice of Shoofly pie when he was 12 years-old. While the young man rides around the state in his sidecar, the audience gets to see Pennsylvania’s beautiful landscape, farmlands and towns. Viewers can also enter into a sweepstakes for 12 Pennsylvania getaways by answering 4 trivia questions.
Cabela, one of the largest mail order, Internet and retail outdoor outfitter produces its own TV series and also hosts a collection of about 250 videos on its web site, Cabelas.com. Professionally produced videos vary in content, from product-related to ‘how-tos.’ Cabela is using its online video assets to add value to its services, improve user-experience and engage site visitors.
A&E Television Networks is orchestrating a viral marketing initiative to promote its new "docu-drama" series "Hammertime," which chronicles the present-time life of the mega celebrity MC Hammer. A&E’s video “Hammer Pants Dance” has generated almost 1,300,000 views on YouTube driving traffic back to www.aetv.com/hammertime where you can watch more videos, ‘meet’ Hammer’s family, follow him on Twitter, participate in discussions, connect on Facebook and, of course, pre-order a DVD of the “Hammertime” series.
Another viral video campaign was launched by the Miami Dolphins to boost new season ticket holder sales. The Dolphins released an interactive feature that allows fans to input their contact information and experience the excitement of new signee experience. Once you submit your info, you are taken to the next page to watch a video of YOU ‘getting in the game’ by signing a contract, high-fiving fans and running through the tunnel with the team mascot. You even ‘get’ a customized jersey and see your name appear on the screen as they talk about ‘the new signee’ on the news.
All these campaigns are great examples of how online video can be used to drive traffic, engage the audience and generate revenue. However, all of them fall a bit short of their full potential. Online video is a highly interactive medium. So, these organizations could be enabling their viewers with the tools to rate, comment and share the content. How about incorporating some user-generated uploads? Who wouldn’t want to watch more ‘Hammer pants dance’ videos from fans? A&E could sponsor a contest where the winner gets to spend a day with MC Hammer and his family. Now that’s “Hammertime!”
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…
Overstated or not (what's a few decimal points among friends), online video usage continues to change how people access information, use the web and consume content. YouTube is a mega information, marketing and entertainment engine. Cable companies are struggling to figure out new business models because their customers have become so used to getting the content they want, when they want it. Newspapers are becoming more open to citizen journalism by allowing user-generated uploads and comments. Small and emerging brands are competing with the ‘big boys’ by aligning with niche online communities and content providers. We can argue about the accuracy of the numbers all we want, but you can’t ignore the shift that is happening in media, business and society in general that has been caused by online video.
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.
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.
