SmokeJumping

November 3, 2008

Monetization of Online Video

View this blog post “Monetization of Online Video” on my new blog site at SmokeJumperStrategy.com/blog.

News covered by TechCruch that MySpace has implemented a system that allows them to automatically identify any uploaded video clip from shows produced by MTV.  The ad platform, called Auditude, displays an overlay at the bottom of the screen when a clip is played.  This identifies which episode the clip originally came from, air-date and links to where users can buy the entire episode.  Read coverage . . .

More analysis from James McQuivey . . . he anticipates as more networks sign on with MySpace this will become standard practice.

October 10, 2008

Online Viewers More Engaged

Filed under: Video — @smokejumper @ 8:00 pm
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View this blog post “Online Viewers More Engaged” on my new blog site at SmokeJumperStrategy.com/blog.

Friday media coverage round-up related to my recent post on Forrester Research report on How Online Video Engages Consumers:

October 9, 2008

Why I’ll leave cable TV behind . . .

Filed under: Internet,TV,Video — @smokejumper @ 6:01 pm
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View this blog post “Why I’ll leave cable TV behind . . .” on my new blog site at SmokeJumperStrategy.com/blog.

As more and more interesting and relevant video content is available online, I gave pause to ponder why do I need to “program” my DVR and why should I wait for Netflix to show up in my mail box in order to have entertainment in my living room when I’m ready to turn off my brain and decompress? This line of thinking comes at a time when I’m also looking at the myriad of expenses I pay around the house (isn’t everyone)?

I understand why online video holds much appeal – infinite library, “free” (ad-supported models), portability, ease of discovery, sharing with others, always at the ready when I”m wanting to watch (regardless of time, schedules, etc.) While I’ve had to “learn” the benefits of this, others (such as my 17-year-old nephew) never watch TV and wonder why anyone would. Save the exception of some live sporting events, I’m seeing the wisdom in youth.

So why not make the transition to watching all my video on a PC now? Well as much as I love my 13″ MacBook, I’m on it 8-14 hours a day and can’t imagine wanting to spend more time on it. I don’t get wanting to watch video on it – short of perhaps long plane rides (but that’s usually when I clean out email, read a book or sleep). And I will never be one to watch much video, but for short clips and highlights of my beloved Canucks and Sharks (yes I’m a professional hockey polygamist), on my iPhone (or whatever replaces it).

So when will I chuck cable and my DVR box (and the $100 per month bill along with it)? Likely when I can get my hands on a SlingCatcher. I haven’t done a detailed review of its features, but James McQuivey got an early demo. If it works as advertised, I’ll be setting up my “man-cave” complete with SlingCatcher and flat screen TV before the end of the year. My 14-year-old Sony Trinitron and DVR have served me well but must move on.

October 8, 2008

How Online Video Engages Audiences

Filed under: Video — @smokejumper @ 12:12 am
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Read this blog post How Online Video Engages Audiences on my new blog site at SmokeJumperStrategy.com/blog

Much has been written about YouTube and there is ample hype about where online video is going. I don’t get too excited about the latest dog on skateboard or Japanese student in dorm room dance sensation. Forrester Research (commissioned by Veoh Networks) recently took a systemic and fundamental look at online video and the impact it is having on consumer behavior and attitudes.

James McQuivey presented a summary of this today at an event in NYC “Watching the Web: Engaging Consumers in Online Video. See James’ blog for his personal take on the subject.  The full research will be available via Veoh. It answers questions such as . . .
  1. What it means to be an engaged online video viewer
  2. Why engaged viewers watch online video
  3. How online video holds viewers attention
  4. Which types of online video are more likely to engage consumers
  5. Whether online video present advertisers with a unique medium with which to reach consumers
  6. How viewers feel toward online video advertising
  7. Which advertising experiences are more likely to be be accepted by viewers
Online Video is Hot
  • Nearly 2/3rds of those online in the U.S. watch video in a typical month (117M)
  • The average online video viewer watches 56 minutes a week (>100m of total viewing hours each week)
  • Moving beyond strictly a YouTube phenomenon – people are watching everything from animation to TV re-runs to news clips
Our kids will take a look at us sideways when we talk about schedules for TV.”

Engaged Viewers are Most Attractive
Online video is creating a market of users who are more engaged and involved with the content being viewed (pay more attention – as I check email, switch between baseball playoffs, Monday night football and a “classic” Sharks hockey game, draft a blog entry, twitter, talk to my son and listen to voice mail) and are more receptive to ads. Marketers need to understand this audience and then leverage video content to connect to their core/target audiences.
Who are Engaged Video Viewers
Forrester defined Engaged Viewers as those who watch more than an hour of online video per week.
  • Though they are just 36% of online viewers, they watch 74% of all video
  • A third of them – 36% – are between 13 and 24 years old
  • They spend 2.5 hours with online video a week (on average), watching 6.1 different types of video content
  • They pay close attention to what they are watching (vs. when watching TV)
Forrester breaks these Engaged Viewers down into more detailed groups of consumers worth understanding.
Long-Form Video Engages More
Long-form content sites not only attract desirable viewers, but also they cultivate an environment that garners more viewer attention and engagement with advertising. Some unique attributes of those who watch long-form content online:
  • more likely to pay full attention to the videos they watch
  • interact and rate the videos they watch more often
  • 2x as likely to recall in-video ads
  • agree more readily that advertising helps pays for their free experience
  • try to replicate the TV experience by looking for things “they wish were on TV”
Implications for Content Providers
Online video growth will continue and will result in more engaged viewers. Content providers need to prepare given:
  • Engaged Viewers want even more content
  • They want it to be even easier to watch
  • They enjoy the convenience of watching many kinds of video on the same site
Implications for Advertisers
Advertisers need to rethink their approaches in order reach the Engaged Viewer
  • Think “Advertainment“, not Advertisement – be creative and don’t repeat the same ad over and over in the same piece of content
  • Use all the ad units on a page in concert to activate viewers
  • Use content (and sites) to target video ads
More details, including details on the make-up and composition of engaged video viewers, available Veoh Networks.
See NY Times (GigaOM) coverage, including recent research from Heavy.

October 7, 2008

Watching the Web . . . How Online Video Engages

Filed under: Video — @smokejumper @ 2:39 am
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View this blog post Watching the Web . . . How Online Video Engages on SmokeJumper Strategy.

Tomorrow in NYC, Veoh Networks will host the first in their Insight Series, “Watching the Web:  Engaging Consumers in Online Video.” In addition to discussions with Michael Eisner (Founder, The Tornante Company) and Dimitry Shapiro (Founder, Veoh Networks), there will be an expert panel with Albert Cheng (EVP Digital Media, Disney-ABC Television), Patrick Keane (EVP/CMO, CBS Interactive), Greg Clayman (EVP, MTV Networks), Amanda Richman (SVP, MediaVest) and Tom Morgan, (Chief Strategy Officer, Move Networks).

Joining this impressive group (with their lofty titles), will be James McQuivey of Forrester Research.  Forrester was commissioned by Veoh Networks to conduct some in-depth and independent research on how online video, including long-form (TV and movies) engages audiences differently than short-form video and television.
I was fortunate enough to work on this research on behalf of Veoh – thanks to Mike Henry, Annie Morita, Edwin Wong and the rest of the team at Veoh.  I will provide some summary level insights in this blog once James has had a chance to unveil Forrester’s work tomorrow.