Archive for the ‘youtube’ Category

media 2.0 [how we monetize web 2.0]

October 22, 2008

Over the weekend was thinking about the media landscape overall [radio, print, tv, online] looking at where we are today and what is the logical evolution for each. The underlying theme for each media when it came to evolution was continued socialization of each medium. Which is a no brainer when you think about it. But it hit me that we are moving from Web 2.0 to Media 2.0.

This is a good thing. Its the first time that an online media approach has driven the other established platforms not just to take notice but strategically figure out how to integrate a online philosophy into their everyday approach and touch points with consumers.

Web 2.0 has always been criticized for its lack of an ability to generate revenue in-line with the innovation and enormous amounts of inventory they generate [see mayspace, facebook, youtube, twitter, etc]. But the approaches they have introduced to the marketplace are very consumer focused and bring people together around topics, relationships, passions, etc.

Well Media 2.0 will focus on the monetization of the Web 2.0 approach based one major observations from my end:

  • return on investment: in a tight economic period media companies well have to look for new ways to create potential growth revenue streams and most will look to reinvent what is currently working with consumers in the marketplace. Web 2.0 is still the prettiest girl at that party.

There is a lot more thought around this subject but my goal was just to get the conversations rolling because this will evolve into something bigger than anyone can conceptualize at this point. The interesting thing to me is that the one thing Web 2.0 could not do well will be the reason for Media 2.0 becoming the default user media experience…Monetization.

Media 2.0 = Web 2.0 + Monetization

marx.

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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.

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.

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.

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.

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.