Online Video Platform Summit Debrief


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Way overdue, but still relevant… This post will cover main conversation points that were discussed at the various sessions of the OVPS ’09 back in November. If you’re interested in upcoming industry trends in online video and monetization, feel free to read on…

“Content Everywhere”

We kicked this off with Microsoft and they XBox live, which provided a cool demo of their media convergence system/platform. It was very impressive to see what they had done with SKY by migrating regular TV programming from the set-top box to the XBox system. Very similar to what was covered in a previous blog post. Their ability to bridge the community interaction was equally impressive, by using animated avatars sitting in a theatre-style environment and the ability to interact and share with each other.

Another great thing was experiencing a 1080p video stream, playing within a few seconds after a user’s request. Really good demo.  However, powering all homes to receive and interact with digital content on various devices requires >5MB/s. The infrastructure for the ‘last mile’ to power the digital home is not there… yet. We could see the emergence of partnerships between broadcasters and network companies in order to set up that last mile in the year to come…

This conference happened a week after the NewTeeVee Live conference which covered “TV Everywhere” which was very related to Streaming Media and OVPs this year. Much has been said and written about “TV Everywhere”;however, Bismark Lepe (Ooyala) made a great point during one of the session saying that “TV-everywhere, should actually called Content-everywhere”. I couldn’t agree more. It’s not about having a TV video signal to show up on any device, it’s the ability to have all digital content available anytime, anywhere on any device.

Monetization

The current model (pre/within/post roll), is trying to emulate TV too much by pushing non-wanted ads onto the viewers. Points were made that monetization can also happen on the page around the video, which is sometimes forgotten.

Furthermore, there is a shift of moving from linear video ads or intrusive overlays towards a community-driven, contextual, interactive system in order to make advertisements more relevant, and increase the conversion rate. This is the same shift that is happening in “push vs pull” marketing. Pull is much more targeted, useful for users and generate better Leads.

For the Enterprise, video can be used as a marketing weapon (49% of people who purchased technology cited video as “influential collateral” – #multicastmedia). I was a bit surprised to hear that the major OVP solutions do not have ties into the top Marketing Automation Systems in order to nurture and qualify Leads. The first OVP to provide a simple integration with such systems would definitely have an advantage in the Enterprise space.

Another good point was that margins for monetization are bound to grow in the coming year, since CDN costs go down due to the increased amount of http video streaming usage.

What is Success?

Finally we covered what success looks like today, and how it may look in the future. Currently, 1M views over a couple of weeks for a single video is a successful video campaign (#visiblemeasures). However, what would make it more successful going forward is the measure of business generated from these 1M hits to the file (sales + community growth).

It might be an exciting year for this space… Looking forward to it!

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~ by laurentbridenne on January 6, 2010.

3 Responses to “Online Video Platform Summit Debrief”

  1. Interesting point at the end you make about ‘what is success’. I would think that it links back to your objective really: if you’re looking to brand, get the name out there, stay top-of-mind etc, 1M views could still be deemed a success for a long time to come.

    However, if the objective is boost sales/ leads generated (which could/should be argued is everyone’s objective), that is where the video fails – it is still a 1-way dialogue. Business generated from the 1M hits will only be measurable once the video becomes more interactive and creates a 2-way dialogue with the viewer, in the same way you expect (or at least hope!) a real sales person would strike a dialogue with a consumer/ prospect.

    Taking a guess at the reasoning for Bismark Lepe’s comment that “TV everywhere should be called content everywhere”, barring a few (unfulfilled IMO) attempts to make it interactive, TV is known rightly or wrongly as a 1-way dialogue medium. ‘Content’ provides a new window of opportunity for companies and brands to strike that 2-way conversation.

  2. Just as I leave that response, I see this article regarding the CES:
    http://adage.com/digital/article?article_id=141336
    Steve Ballmer “sees content everywhere”

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