VideoNuze Posts

Driving home yesterday I caught a pretty interesting interview on NPR with Quarterlife's co-creator Marshall Herskovitz. It's only about 15 minutes, but the last 1/3 is quite insightful as Herskovitz expounds on the problems with today's Hollywood system and what he and partner Edward Zwick are doing with Quarterlife and NBC. You can listen to it here.

Here's more evidence that brand marketers are thinking progressively about how to leverage broadband video to get consumers to connect with their brands and drive sales. Today's examples are holiday campaigns from Dell and Gap.

By far the more unconventional of the two is Dell's initiative, which resides under the separate brand "YoursIsHere." It's a kooky, yet clever mini-site that opens with Burt Reynolds giving you a quickie explanation of how the site works.

Basically you select a product or products you're interested in receiving for the holidays and then enlist one of 6 celebrities (e.g Reynolds, Brooke Burke, Ice T, Estelle Harris, etc.) to make an email video pitch to your friends and family on your behalf (Dell calls this "Star Power"). Dell's taken the extra step of integrating with 4 big email providers so you can easily access your address books. You can even use PayPal if you want to "pass the virtual hat" collecting cash instead.

I chose a digital camera and Brooke. The video is here. It's engaging in a random sort of way ("You've caught me relaxing with my bunny rabbits." Huh?) I could quibble with some of the details of how Dell's executed the campaign, starting with the fact that the site doesn't let me narrow my choice between a digital camera, GPS or digital music player, but I won't. I give Dell lots of points for thinking way outside the box for how to use video. Somebody in Dell marketing went far out on a limb in suggesting YoursIsHere and someone else even further in approving it. Hopefully solid sales will result and that limb won't snap under them!

On the other hand, Gap's initiative, "GapTidings.com," produced with Yahoo, is more conventional, but it definitely requires more work by the user. First off, it requires a little UGC ingenuity to capture yourself giving your video greeting. Then you need to upload it, personalize it and send it to your friends and family. Gap surrounds the greeting with its branding. It's a less bold play than Dell's, but still gives users a nice opportunity to participate, while affiliating with the Gap brand.

These marketing initiatives come on the heels of lots of others, some of which I described in this earlier post. I see no end in sight. Marketers are quickly embracing broadband video, which provides engagement opportunities never before available. I'm betting the upcoming Super Bowl will be a big-time showcase for more of these broadband initiatives.

Yesterday's Internet TV Advertising Forum/Maven Networks webcast "Pre-Roll vs. Overlay: Consumer Reaction to New Online Video Advertising Formats" yielded a lot of interesting usability information about various broadband video ad formats. For any content provider or aggregator who's relying on advertising as their business model of choice, it's clear that there are some significant opportunities and challenges ahead.

Below is a summary of the 5 key usability conclusions I heard in the webcast along with my take on each:

1. Users hate pre-rolls. Respondents overwhelmingly agreed that video ads are annoying and have developed the same kinds of coping techniques (tuning out, bailing out, etc.) they use to avoid TV ads.

My take: Yes, but unfortunately for users, I don't see pre-rolls going away any time soon. They're easy to execute, fit media buying habits well, are selling strongly especially for high-quality long-form video and best for advertisers seeking a tonic from DVR behaviors, pre-rolls can't be outright skipped by users. Given all this, let's all hope that targeting improves and publishers use them with some discipline, so users don't preemptively turn off to the broadband video medium.

2. Overlay ads' effectiveness is correlated to content fit, not demographics. Testing showed that users welcomed ads for products that were highly related to the content itself, and lost interest the less related the two were. Demos were less important.

My take: This point reinforces the importance of contextual targeting, which of course has worked well on the Internet as a whole. Yet as Bob Kernen at Maven says, a lot of content is "non-endemic" (i.e. doesn't lend itself to specific products or ads), so my guess is that this correlation opportunity is going to be lost for many content providers. Network programs in particular seem non-endemic and therefore will need to rely mainly on demo-based and possibly behavioral targeting.

3. Overlay ads need better execution to work well. Jeff Rosenblum from Questus summarized 8 best practices for executing overlay ads, such as appropriate frequency and duration, user control, calls-to-action, navigation and the like. For anyone looking to run an overlay campaign (and even for those who have), these serve as a great roadmap of do's and don't's.

My take: As always, executing right can make the difference between a campaign's success and failure. If you're planning to run an overlay campaign, I highly suggest you review this checklist against your plans to make sure you haven't overlooked anything.

4. It's difficult to engage an audience. The testing again showed how hard it is to engage online audiences, regardless of approach. Bob laid out a handy engagement hierarchy, Impression, Interaction and Immersion (from least to most engaging). Knowing what level of engagement your campaign aspires to must guide specific tactics and execution.

My take: Getting the consumer's attention and prompting them to act is the ad industry's oldest goal. It's even harder in the broadband sector. People have shorter attention spans than ever, so grabbing them and getting them to do what you hope gets more difficult all the time. Fortunately video offers emotional appeal unlike any text or graphical ad in the Internet world, so broadband offers new engagement techniques previously unavailable.

5. More research needed. While this first round of usability testing from the Internet Ad Forum shed a lot of new light on the broadband ad opportunity, it's clearly just a first step. The Forum has ambitious goals to keep researching and testing, continuously educating the market.

My take: As I mentioned in my remarks at the beginning of the webcast, everyone has a vested interest in solidifying the ad model as soon as possible. The enthusiasm around broadband will soon dry up if participants don't earn an acceptable ROI for their efforts.

I was very happy to see news today of MTVN striking a big video syndication deal for its multiple networks' content with AOL Video.

Recently I praised Comedy Central's launch of TheDailyShow.com, but I took it to task for what appeared to be a destination-centric strategy, which was further supported by some executives' remarks. In this age of syndication, I thought that was a wrong-headed approach. Coupled with Viacom's misguided lawsuit against Google/YouTube, it felt like further evidence that MTVN was falling out of step with key broadband opportunities.

Today's news shows renewed hope that this may not be the case. I know these deals don't get done in a day, but I'd really like to see more syndication momentum from MTVN (and other content providers for that matter) to spread its content far and wide. Broadband Internet users don't expect to have to go to destination sites to get their favorite videos, they want them accessible where they already frequently visit. Hulu and CBS, to name two content providers that are solidly focused on syndication understand this, as do many others.

In yesterday's WSJ, Nick Wingfield wrote a lengthy article outlining the 5 key challenges encountered by the myriad devices aimed at bringing broadband video to TVs. He lists them as: consumer resistance to adding another box, complications in setting them up, cost, lack of content and slow downloads.

The article has a generally optimistic tone, posing "solutions" to each of the challenges. You're left with the impression that mass-scale broadband video on TV could actually happen sometime soon.

At the risk of being the "skunk at the picnic," I have recently come to believe that broadband video on TVs is a mirage, tantalizingly close yet in reality nowhere on the horizon. Unless there is some new box or approach I've yet to hear about, I've regrettably concluded that broadband video will be tied to computers, and select mobile devices, for a long time to come.

The minority of consumers who will actually see broadband video on their TVs will either (1) shell out big bucks to buy a broadband appliance such as Vudu or Apple TV, (2) tackle the challenge of connecting their TVs via wireless networks (3) use a device built for another primary purpose, such as Xbox 360 or TiVo, to selectively augment their viewing with broadband-delivered choices or (4) use a service provider that has decided to throw in a few morsels of broadband video.

Those of you with good memories will remember that in a Broadband Directions newsletter at the end of 2007 I wrote bullishly about Apple TV's ability to become the breakout convergence device, if only Apple opened up the box to all broadband content. Instead Apple has kept the box closed, available for iTunes downloads and selected YouTube videos. Consequently it has been a flop.

To help explain why products succeed or not, I tend to reach for Prof. Clayton Christensen's abiding lesson that people "hire" products to do "jobs" they have to be done. In other words, products that meet the buyer's true desires are the ones that succeed.

For me, the "job" that consumers increasingly want "done" is to be presented with an integrated, easy-to-access service (not just a new box) that offers all video programming they value in an on-demand manner and priced appropriately. That's a tall order, but ultimately one which will drive wide-spread success of any new product in this space.

Some of the possibilities include TiVo, which believes in this "seamless" philosophy, though it is still dependent on current service providers (cable, satellite, telco) to deliver programming. ICTV has a very interesting approach, though it is also reliant on existing service providers. Building B is taking a bold approach that seems to meet the full test for success, though it's still too early to know whether they can successfully execute on their vision.

But hodge-podge, costly broadband appliances just create new inconveniences while only partially addressing true consumer needs. As a result, they're not going to find a broad market. And so, barring some other new innovation, most of the world will still be watching broadband video on their computers and some mobile devices for a long time to come.

blinkx, which has been around as long as just about anyone in the video search space, is steadily building out its distribution network and advertising capabilities. I caught up with Suranga Chandratillake, CEO of blinkx, who's led the company since its spinoff from Autonomy, and successfully took the company public on London's AIM earlier this year.

Suranga said blinkx is now supporting 5 million searches/day and generating 50 million unique visitors/mo across its network. Network partners featuring a blinkx search box now include Ask.com, Real, Lycos, Infospace and scores of smaller sites that use blinkx's API. Suranga says blinkx can't distinguish between traffic coming from network partners vs. at blinkx.com itself. And the revenue splits in the business deals seem to vary widely, though typically they average out to 50-50. All deals are based on advertising, with the partner usually selling the inventory.

On the ad side, blinkx took a big step forward earlier this year, launching its "AdHoc" contextual ad program. Given the analysis blinkx is doing on video to drive search, it's a natural that the company now leverages this knowledge to improve targeting for ads. In fact, Suranga sees AdHoc as a sort of AdSense for video, dynamcially matching ads with relevant content.

With improved targeting of course comes improved CPMs. Suranga says they've seen CPMs as high as $66 through AdHoc. blinkx is relying on the scale of its 220+ content relationships and millions of impressions to make AdHoc work. Formats can vary but the one that has been most successful so far in a mid-roll banner with an invitation for user to click and engage. As I've written before, AdHoc plays in the same space as other contextual video ad companies such as ScanScout, Adap.tv, DigitalSmiths, AdBrite, YuMe and of course YouTube, plus others.

Both the contextual ad and video search spaces are growing increasingly crowded. Players recognize these are 3 interrelated Achilles heels of the current broadband video model: users finding desired content, content providers getting paid for their work and advertisers getting sufficient and well-targeted industry. blinkx seems well-positioned to address all three.

From time to time I'll take the opportunity to bring worthwhile industry events to your attention. In this spirit, there will be a terrific complimentary webcast this Wed, Dec. 12, entitled, "Pre-Roll vs. Overlay: Consumer Reaction to New Online Video Advertising Formats."

(Note: I have no financial interest in the Forum, this webcast or Maven Networks.)

The Internet TV Advertising Forum, which was founded by Maven, includes a group of leading companies such as Digitas, DoubleClick, Fox News Digital, Microsoft, Oglivy, Scripps Networks Interactive, TV Guide, 24/7 Real Media and 4Kids Entertainment. The Forum is working to define the next generation of broadband video advertising strategies, formats and best practices.

The Forum conducted a series of usability tests in October, 2007, to study new, interactive ad formats designed for broadband video. During the webcast, Jeff Rosenblum, co-president of Questus, the market research firm that oversaw the usability testing, will share the data and conclusions.

As many of us would agree, 2007 has been marked by an increasing awareness that ad-support is going to be the primary business model for broadband video, at least in the near-term. Yet there is still much uncertainty about how best to capitalize on the advertising opportunity. So I view events like this, which further industry participants' understanding of what consumers want, as crucial to building consensus and standards necessary for the broadband video medium to succeed.

If you're interested in this complimentary webcast, click here to register.

At least once a week or so I try to sort through all the research-related press releases I get to see if there was any new information of note. One report that caught my eye was from Horowitz Associates, "Broadband Content and Services 2007." I haven't read the study, but there are some pretty juicy morsels in the release about how pervasive broadband video is becoming.

Below is a graph that summarizes some of the key data.

Look at the top line - a whopping 61% of high speed Internet users watch or download broadband video content at least once per week, up from 46% last year. The number jumps to 86% for users who watch at least once per month. These are very impressive numbers and they speak to how significant broadband video has become and how quickly it has gotten there.

Beyond the top line, one can see that every category of video experienced an increase in usage over the past year. Not surprisingly, news leads the way, with 36% usage, but non-professional online videos are not far behind at 30%. YouTube and the like are obviously showing ongoing appeal, even in the face of all the professional video that's come online recently.

Further down the list, how about the fact that 16% of high speed users are now watching an entire TV episode online at least once per week, double what it was a year ago? TV networks have been aggressively promoting their hit programs online, and these efforts seem to be paying off.