Archive for the ‘online video’ Category

the future of pre-roll?

October 1, 2008

someone asked me my thoughts on the future of pre-roll. it was a very interesting question and wanted to share my response. wrong or write see below.

marx.

So pre-roll as we know it today will morph into ‘captive video advertising’. Meaning there will be many approaches on how you force a user to consume a video advertising message with the user having no control over the experience. Over the next 12-18 months captive video advertising will definitely play roll in the continued growth of the online ad space based on the increasing amount of professional content that is coming online. The two major factors in this are:

1. advertiser understand the approach, metrics and pricing model which will make it easier for them to move dollars
2. publishers [i.e. Hulu, cbs, abc, etc] can charge premium cpm’s for the inventory at this point based on the wall garden they have built around their professional content. So the user experience is not that important at this point.

What we will see over time will be a shift in the space on how advertisers value inventory.  Engagement [user shows interest] because it will be more efficient from a buying standpoint and time spent [how long did the user spend with my brand]. Captive video advertising online will never go away because its just to easy from a advertiser and publisher standpoint but it will become less and less of the media mix as the space continues to evolve.

My other thoughts on the space are as follows:
– intro cards will play a bigger roll in captive video advertising based on the fact :5 second ads are easier for user to deal with but no advertiser cuts :5 spots.
– the :15 broadcast spot will be the default spot used online in the next 12-18 months
– content ads will become more popular. Meaning having the content producers create the video ads for the advertiser to ensure the ads are related to the content the user is consuming.

marx.

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is it me or does tv suck? hollywood meet the internet.

April 3, 2008

just want to throw a thought at hollywood. you guys are some of the most creative people in the world [bar none]. and for so long the standard for good content has went down hill because of the never ending bottom line. i understand the internet is not perfect but it is open distribution for your ideas. look at your creative counter-parts in san fran [although technical] the creative bloodlines run deep in the both of you.

the is a open letter to all producers, writers, actors, etc to start doing projects just because you think they are good ideas not because they need to be bought by some network. look at the opportunity the internet provides. there is no good content [which we are all asking for] and no guy in a suit telling you to appeal to women 25+ a bit more or your show will not see the light.

we all will benefit from you expertise and creativity when it comes to writing, casting and telling a story. and the cool thing about it is you have a chance to play with the way storylines are developed because the web offers tons of ways to get users engaged with good content.

just think michel gondry decides to develop a show for the internet with the following specs:

1.   release once a day

2. 45-75 seconds in length

3. digital casting

4. gondry puts up new scripts every monday

5. anyone has the ability to participate in the show and record themselves acting out the script [uploads video to site]

6. gonry selects the best actors and edits the show together  [from the videos they uploaded]

7. syndicate the final version of each episode across the web

could we do this without holloywood? yes. but there is an art form to what hollywood brings to the table and we all on the tech side have to respect that.

not saying the above idea in the world but you want to talk about leveraging a social medium to create a social shows…this may be the starting place. this would not be easy but there is a lot of opportunity for content to take the next step.

plus its fucking cool.

marx.

game consoles are extinct…

March 31, 2008

..ok maybe not today. with the launch of one of the most anticipated games in a while hitting the streets on 4.29 [for those non-gamers grand theft auto 4] the console business will not disappear tomorrow. but the thought of console extinction is not very far off from the the realm possibility.

take a look at this post on gizmodo here 

my thought is that from a user pov this is the way gaming should work. online store, communities, instant updates all based on web application like principles. when you look at the console [hardware] business there is not a ton of profit in the business model. its more a loss leader for xbox and playstation to sale more software [games]. while nintendo is profitable you have to think their bottom line revenue would increase if they did not have to worry about the production cost that comes along with producing consoles.

so whats my solution you ask? the gaming companies should think of themselves as intel. its all about the chip. they produce chips that can be installed in any device [cable box, tv, computers, mobile phones,etc.] and allows consumers to purchase the device that is right for them and engage in the software [games] from there. now this does create other issues that would need to be fleshed out a bit more but look at the asian mobile device market…pick your device and go from there.

build the software [game] to fit all screen sizes and let the consumer choose the device thats right for them. some will argue developers need standards [as adam mentions in the post] but if we are honest we all see a standard developing in front of our eyes for user interface and it is touch screen. at this point does the standard even matter anymore.

not one to say any tech is going to go away [there is a reason you can still get a vcr at walmart for 19.99] but this seems logical from both the corporate and consumer standpoint. the question is bandwidth but that will be answered sooner than later.

marx.

15mb of fame

August 21, 2007

someone said this to me in a meeting and i thought it was hilarious. although i am glad the reigns of distribution has been moved from the hands of a few and given to the masses…some of the content i see online scares me. just because you can doesn’t mean you should. its like watching grass grow but in a flash video player. i think you get the picture.

there are some really talented online producers out there and i hope they get there 15mb of fame but does everyone with a camcorder deserve to film themselves?

check out black 20.com these guys are doing some really funny stuff.

marx.

is joost about to launch to the public?

March 26, 2007

it was about 2am est…for no reason at all i was checking out some of the video sites out there to see if there was anything new i have not seen. i clicked on joost and the site is down with a ‘we are working on the site’ message. well if you are in private beta as joost has been is there any real reason to update your site? i would think not. with the news of fox/nbc last week is joost looking to grab some early market share by launching a little bit earlier than planned. might not be a bad idea.
this is just a guess on my end.

if anyone out there has any more information let me know.

marx.

update: the site is back up and sorry to say joost is not open to the public. they added a few more features like:

  • whats on joost
  • more screenshots of the platform
  • and if you have not seen the joost player it is now on the site

the most interesting of all the new features is a section called ‘share’. i had no idea what to expect when i clicked on it seeing the only thing i could really share was a link to the site at this point unless i am a beta tester. but i was surprised when i clicked on it…they go into how users will be able to share their channels with friends and take the tv watching experience into a community like environment.

this brings up another point. i watched last week march madness games at a friends place in nyc. we have a mutual good friend who lives in miami. the coolest thing about watching the games was hopping on ichat to talk through what was happening in the game real time with our friend in miami. that give me the idea that we can all watch the game together from 3 different parts of the world. if anyone works for the nba, nfl, mlb or nhl (and nhl you need help) this is a tech you should take advantage of. i would call it ‘game talk’ or ‘game chat’. allow people with webcams to come to the .com of that sport and login to talk with those who are watching the game as well. of course people will start to talk smack but thats the beauty of it.

just a thought. sorry for the long update. see the new joost site here

tv nets fight back….youtube dead?

March 22, 2007

well it had to happen. nbc and fox have teamed up to create a new video sites that will carry all their content for free. i just want to point out a few things:

1. users will be able to get all these shows in one place

2. advertisers will be able to buy both tv and online through one source

3. the power of the nets to market this to users

i am not saying youtube, joost, and other are done but as a user on techcrunch says…”its not a divorce of ugc and professional content but it is a separation”. true, true.

i know this is not the last we will hear from google and co on the topic but if viacom took the gloves off with the 1b dollar lawsuit then nbc and fox threw the first bare knuckle punch.

read full techcrunch story here. read the comments as well very interesting.

marx.

update: cuban is in on it now…here

update: techcrunch update from nbc/fox press call here.

vodpod test

March 22, 2007

ok…i have to admit i love what heavy is doing with ron jeremy and i am not the only one. i have seen this videos starting to pop-up everywhere. with that said i been wanting to do something with vodpod for a while and these videos give me a good chance to test. i created a vodpod for the clips and embedded on the sidebar below.

only thing i dont like so far is that it does not show the thumbnails all the time.

tell me what you think.

marx.

mark cuban pov on viacom vs youtube

March 14, 2007

i have been waiting to see his take on the whole thing…i could just see him reading the news (just like me) and going here we go. my pov is that this needed to happen. i do not care who wins but these copyright problems have to be brought to light. our industry will continue to be held back until these issues are figured out.

here is where i hope it ends up…

1- all video sites need to protect copyrighted material as much as possible. this means putting some type of tech in place to monitor what is uploaded to their sites. i am not crazy, they can not catch everything but they need to put some effort into this process.

2- media companies develop a vision and stop being dumb asses. alot of these video startup companies are running out vc cash anyway so go and tap the talent and have them help you figure out how to get your content out and still get paid. reverse engineer the problem with the minds that have created it.

3- users win. this is the most important point of all. not cuban, not viacom, not youtube, hell not even me. radio gave users the first national broadcast medium. tv brought that broadcast to live action. now the web is the ultimate syndication platform. there is money to be made from all parties but please, please remember the user. all this does not happen if youtube only gets 3 uniques a day.

marx.

read mark cuban post here.

video tagging to target

March 13, 2007

i have been working on a project that looks at using audio tagging to deliver targeted ads around video. the more i dive into it the more i realize that the tagging of video and how it is done is a huge undertaking. the major problem is the back log of all the video that has no tags and the lack of people who know how to tag videos in a way that advertisers can base their spending around keywords like they do for contextual ads currently.

first let me say some type of tagging will have to take place but i believe it will be at an higher level (i.e. sports, gaming, etc.) at least for now. i have realized once you get down to the clip level it almost impossible to handle currently because it is all subjective from one person to the next.

here is where the audio tagging idea came in but there is even a bigger problem there…yes i now know the words that are said but have no idea the visuals that go along with those words. i have an idea of what the visual may be but do i really want to put a fortune 500 advertiser in front of something i just have an idea about.  now you see my point.

so what is the solution: walled garden approach (for now). control your library and its video assets. this is where a company like youtube will fail unless they can build a library of assets that they can control and run through the ringer in order to give advertisers the type of tools they are looking for to target users. i am sure there is a long term solution that will involve visual and audio tagging tech that is applied to every video that is uploaded allowing for advertiser to come in and by keywords and certain visual elements. an example is if i am nike and i can buy the following tags for the launch of a new basketball shoe:

keywords:

– basketball

– nba

– march madness

– slam dunk

– jordan

visual elements:

– basketball rim

– basketball court

– basketball

– basketball arena

– nba logo

– march madness logo

you get the idea.

marx.

widgets…i am sold

February 12, 2007

there is alot of talk out there about widgets and how they will be used in the 2.0/3.0 space. i still believe that 2.0 = distribution. with that said widgets are the wave of the future. you ask whats next…this is it. some will say it is now because of the myspace lovers out there with slide, photobucket, youtube (player), etc. but none of these take the community aspect into account.

a company i have been watching for about 2 months now seems to be getting it. vod pod has a video widget that is awesome. it allows you not only to upload your own videos but pick from a community of topics and producers you like. the wideget looks very cool and is screaming for some type of ad platform.

widgets could be the death of the portals and major websites alike when you think of the way the deliver content and the fact they can be placed anywhere. myspace has shown widgets could work and get a brand not scared tp take a chance and the dollars will roll in. just saying…i have seen crazier things.

check out vod pod video widget here: http://blog.vodpod.com/

marx.