Discover the Real Potential of Internet Video, presented by Josh Bernoff, Vice President, Forrester Research. As this is a topic of great interest for the future of the work I do with video and television I am logged in from my German office connecting with a presenter from California and what looks like about 150 others. I am going to try to keep notes on this event in this days blog.
The Agenda:
- Consumers and Internet videos
- Who should do video?
- Best practices
Consumers and Internet video
38 million households in US that get broadband. Millions more have access from work.
46 % of internet households have used online video in the past month, and a full 25% have viewed Full-length movies. Video apps are common, video search is not. Advertising was discussed. Typical CPM is $25 or 50% more than banner ads, which is also above what is paid even for most TV spots!
Who should do video?
Do you have the right audience?
Can you drive traffic and build complex websites?
Do you have access to the content needed?
(There was a helpful checklist added to this section which asked good questions.)
The video distribution landscape is shifting. This includes video on demand, regular programs now shown online as well as on TV, and the delivery of material to mobile devices as well.
What this means for syndication is that branding becomes ever more important. The strongest brand will do best.
Best practices
- Build online into video production
- Shoot extra footage
- Secure online as well as broadcast rights
- Export meta data to make searching easier
- Include video or links on home page
- Search highlights video value
- Cap frequency of ads
- Do not forget to allow for click-throughs done with things like Flash Media.
- Keep videos short
- Ask for registration, not subscriptions
What does this mean?
- TV networks become video distributors and not just broadcasters
- Producers need a broader view of video distribution
Some links if you want more details are here:
The Real Potential Of Internet Video -
http://www.forrester.com/Research/Document/0,7211,37606,00.html#heading6
(it may require that you register with the site.) I think it is well worth it.
I was planning on providing the audio as well, but the webinar crashed and I lost about 6 minutes of the audio.
If you would like to get the Power Point file add a comment to this entry with your email address and I can send it your way, if it happens by the end of 2005.
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