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April 29, 20071 Comment

ON: Joost = Great Content + Internet

There are a lot of new video, community and consumer dialogging propositions – Skype, Joost , Kazaa
– can be tough to understand at first. The Technology still scares marketers –
we know that. However, once they get their heads around it, they see it
for what it is – really exciting. Joost is not about taking over TV –
it’s about celebrating community, advertising and great content.

Of all the “Internet is TV” promises heard over the past few years, Joost.  After finally
receiving my beta test invite (Thanks Jayme @ VG for the invite!),
I’ve played with it all weekend, and I’m pretty impressed with
what I see.
The channel guide is broken down by title as well as genre,
and is search-able. The interface is completely transparent
and disappears soon after a video starts.

The star of the show is of
course the full motion, full screen video, which looks pretty good on
my MacBook, which did not look so bad when I hooked up to my plasma 42' Widescreen Plasma. And the most innovative feature was the has a channel chat feature.  It truly delivers community and content relevant to me.

Related Posts & Articles

ON: Joost = Great Content + Internet via @jpenabickley

February 28, 2007No Comments

ON: Men 18 to 34 Years Old Are Key Online Video Viewers

Not that this comes as a surprise to those of us who delivered the highest number of streams during last years final four on CBS.com.  A new consumer research, Emerging Video Services, from Leichtman Research Group, found that 4% of all adults over age 18 in the United States watch video online at home daily and an additional 14% at least once a week.

Comparatively, 93% of adults spend at least one hour a day, on average, watching TV. While total online video usage has increased in the past year, the percentage of adults watching online video remains relatively unchanged.

Key findings of the study, based on a survey of 1,250 households nationwide, include:

  • Men aged 18-34 account for 41% of those who view video online on a daily basis, while comprising just 14% of the online subscribers sample
  • Men aged 18-34 account for over two-thirds of adults who view YouTube and other user-generated content daily
  • 8% of those who watch video online strongly agree that they now watch TV less often

Rather than replacing TV, in the near-term, emerging video services like online video and video on demand (i.e. Video Ipod) are best viewed as great opprotunites to complement traditional media buys.

ON: Men 18 to 34 Years Old Are Key Online Video Viewers via @jpenabickley

November 26, 2006No Comments

ON: Hitachi & User Generated Media

Hitachi takes the plunge into consumer genrated media to help connect with its US audience.
Ads take pieces of CG Video and tease you to click to the broadband website.
Picture_5_5  Picture_1_15

Click here to view the site: http://www.hitachi.us/truestories/


ON: Hitachi & User Generated Media via @jpenabickley

November 26, 2006No Comments

ON: The Myth of the Inventory Drought

We hear it all the time: there’s a scarcity of inventory for online
video advertisers. Although it seems to be the prevailing wisdom, it’s
simply not true.  According to the Interactive Advertising Bureau, the top 50 sites
account for 94% of all online ad spending. Some quick
back-of-the-envelope calculations reveal a significant surfeit of great
sites with an enormous amount of available inventory that are part of
that remaining 6%–outside the top 50. There’s certainly a lot to be
said for the benefits of advertising on top sites, but 94% is just a
ridiculous number.

Clearly, the “destination” sites–the networks and the portals–are
selling out their video inventory, but in many cases that inventory is
being thrown in with the TV buy. Then we have the “mid-tail” and the
“long-tail.” As more and more small and medium-sized Web publishers
bring video content online, inventory is exploding. And many of these
sites are using video in nontraditional ways.

According to comScore, in both July and August of this year, 7 billion
videos were streamed in the U.S. But according to Accustream, in July
the available pre-roll marketplace was just over a billion streams. And
that billion is highly concentrated on a few large sites.

Shorter ads (:7 - :10) that are designed specifically for online video
opportunities create a better user experience and are driving
publishers to continue to add in-stream advertising to their video
content en masse.

Effective use of video doesn’t necessarily have to be pre-roll. Many
advertisers are finding in-banner video to be extremely compelling.
There is certainly no limit to the inventory for in-banner video ads,
and many marketers find that the level of engagement that’s available
with in-banner video generates a significant brand boost.

Engaging post-roll is an effective option–and as more and more
long-form video comes online, multiple mid-roll ads increase the number
of ads slots that are available. Many advertisers are also finding
successful placements with video sponsorships.

New technologies and formats that are developing (e.g., video chats
with ads included, online games with video ads before and between
scenes) all add to the potential volume of inventory. And for
advertisers lacking video assets, there are still ways to take
advantage, including building flash ads to play in video spots.

Finally, there’s the explosion of consumer-generated video. Although it
scares most marketers to lose their brand in the world of
user-generated, still with the usage of behavioral targeting
technology, it’s possible to find in-market consumers.

Inventory scarcity? Drought of online video ad avails? Not at all. Just
a lack of creativity. It’s time to wake up to the huge opportunity
that’s available beyond the top few sites. It’s time to look at the
long tail, because that’s where the volume of video inventory is
waiting to be discovered.

ON: The Myth of the Inventory Drought via @jpenabickley

November 20, 2006No Comments

ON: Online Video & The 30 Sec. Spot


By now we all understand that the web is not TV, but that doesn't
stop us from wanting to watch TV on the web. Given the success of CBS's
new innertube video service, it's interesting to see how differently
they treat CBS News when it comes to online viewing.

In order to view each individual news clip, ranging in length from 1
to 4 minutes, one must sit through a non-bypassable standard TV-length
30-second video ad. When watching the same clip twice, the ad plays
again. In order to watch the first four clips on the site today, a for
a total length of 8 minutes, one would have to sit through 2 minutes of
commercials, or 25% of the total viewing time.

The video viewer is already sponsored by Merck, and contains a
banner ad which promotes the same product shown in the pre-roll video
ad. I wonder if all this is really necessary, or if it's just a way to
sell more advertising at the expense of the viewing experience.

ON: Online Video & The 30 Sec. Spot via @jpenabickley

September 27, 20061 Comment

ON: Blackberry Perl Microsite

The Blackberry Perl site is has creative hotness written all over it. The use of video is great and the video and the site flow together as one.

Visit it at: http://www.blackberrypearl.com/

ON: Blackberry Perl Microsite via @jpenabickley

September 27, 20061 Comment

ON: Blackberry Perl Microsite

The Blackberry Perl site is has creative hotness written all over it. The use of video is great and the video and the site flow together as one.

Visit it at: http://www.blackberrypearl.com/

ON: Blackberry Perl Microsite via @jpenabickley

September 19, 2006No Comments

ON: Learning from Web 1.0 and Evolving video

(I start this post by disclosing that I do realize that I am dating myself and may sound like an old crotchety Internet executive)

As an internet executive that as been around long enough to see ups and downs of internet business including “dot bomb” and the stock market plunge of agencies and stuck with it to see resurgence of Web 2.0, I ask my Web 2.0 marketing and business posse this…Have we not learned anything from Web 1.0?

If we are truly a learning environment filled with Wikis, social networking and smarter spending habits, why are we not leveraging the consumer buying power to its fullest?

In Web 1.0, companies failed because they were not fiscally responsible and they continuously gave away products, services and their audiences for free, even though consumers were willing to pay.  It just did not work.

In Web 1.0, we found that there could not be free services, no free drives and more importantly no free entertainment.  What makes interactive “professionals” believe of the Web 2.0 revolutions think that free video can exist without advertising? 

Has someone found a business model that allows companies to barter our products and services and then barter with the Internet service providers and electric company to keep our services running?

I want to begin seeing video sites that leverage distribution models that actually generate dollars for advertisers and creatives creating the content as well as the publishers selling the space where the content and consumers are living.

Picture_1_6  Picture_3_2

I think we can all glean learning’s from the mobile marketing space. The mobile marketing industry is making money!  They charge nominal fees to consumers to access branded ring tones, videos and music, therefore making a viable business. 

If you are going to offer free content, consumers are willing to sit though 10 seconds of ads to get what they want. Just as they have in the early days of radio, television and the current iterations of music sites, consumers will wait and get great entertainment at the nominial cost of their time. Consumers have shown us time and time again that if the content is good, relevant or worthy of distribution they will pay for it in an “on demand” model.  Can you imagine getting on demand video service without out a subscription to a local cable company? (I think that is referred to as cable piracy)

While it is not the only way, it is a sure fire way to keep the lights on and employees fed.  What I predict is a quick evolution from Web 2.0 to Web 2.0. 1.21, which will help agencies define the Pre-roll space, it will feed the starving creative mavens producing video content for the web and more importantly separate the girls from the woman in this market place.

What are your thoughts???  Comments welcome!

ON: Learning from Web 1.0 and Evolving video via @jpenabickley

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