In the latest installment of New Media Minute, Daisy Whitney interviews Gary Vaynerchuk, host of the popular Web show Wine Library TV. He talks about how to make it in Web video and whether he’d make the leap to TV.
Not really sure what to make of this, other than being personally disappointed. I’m a big fan of Brightcove’s personal services, providing much better quality than YouTube. I never liked putting my personal videos up on YouTube, especially clips of friends and family. And for mixing a few clips together, Aftermix was a more than adequate mash-up / non-linear video editing tool. I never thought that enough people were using Brightcove that these personal, unmonetized streams and pages would be such a financial burden as to shut it down. But they have been realigning themselves towards their core competency - providing top tier publishers with the best technology and distribution platform. The rest of us get the shaft.
That said, here’s my email from Brightcove’s support team this morning:
Dear Brightcove.TV member,
Beginning December 18, 2007, we plan to end support of direct consumer uploads to Brightcove.TV. As a result, you will not be able to upload new videos to Brightcove.TV after December 17, 2007. But videos you have already uploaded to Brightcove.TV will remain available on the site and through your Brightcove.TV channel. Videos you have embedded in other sites and blogs will also continue to play.
If you have a Brightcove Platform or Network account, which means you use the Brightcove Console, then you will still have the option to promote videos on Brightcove.TV.
Brightcove.TV will continue to be a guide to great video from Brightcove media and business partners. The site will have new videos added to it daily from these partners and these videos can be saved as favorite videos in your channel.
If you work for a media company, marketer, non-profit, or business and are looking to purchase the Brightcove platform to publish and distribute video on your own site, please visit the Brightcove Products Overview section of our website.
We appreciate your interest in Brightcove and apologize for any disruption this change may cause you.
Sincerely,
The Brightcove Team
Ben adds: Brightcove’s Jeremy Allaire in a blog post today points to the collective 120 million uniques a month that visit their video network as evidence of the demand for professional content. They have hit the big time and it makes sense they should want to stop giving away bandwidth for free.
For those still seeking free distribution of higher quality video than offered by YouTube there’s no shortage of sites still happy to support you. Vimeo and Viddler are good places to start.
Brian Monahan, Director of IPG’s Emerging Media Lab leads a discussion on looking at online video beyond the pre-roll experience and more of a platform form brands. He’s joined by Ian Schafer from Deep Focus, Corey Weiss from Palisades Media, Peter Winkler from Teletrax and Brain Aucoin from Mediaedge.
Aucoin pointed out the irony of video consumption right now. People are simultaneously watching on the biggest screens ever available to them as well as the smallest. Schafer asks the question about how to advertise around the content that people are watching. TV content is a known entity, but online video can be anything (including monkeys drinking their own urine. (yes, thats his example.))
Weiss is working with online webisodes artists like Happyslip, which, as content created for the web, takes advantage of the medium, generating huge numbers of comments to the videos, including 14 video responses in just three days. With all of the content available, it is relatively easy for marketers to find content that is relevant to their brands.
Schafer points out that online media is inherently more measurable than TV and that the internet is starting to shake out in terms of tiers, just like TV. But reach is still a challenge for any one online video outlet. Distributing content across multiple distribution channels (Bebo, MySpace, etc) is key to having reach that rivals network TV.
Ian mentioned that he recently worked with ScanScout to help advertisers leverage user generated content. Their Brand Protector technology allows for “negative keyword targeting” that allows brands to avoid particular content that may be embarrassing for their brands.
And this is one of the challenges for advertisers. With 50% of streams being user generated content, brands want to be where the eyeballs are, but also need to be protective of their brand.
Branded entertainment is something that all advertisers are focused on. For studios, their advertising is content, and they want it treated as such. But advertisers are now trying to figure out how to create entertainment that can serve as a vehicle for a brand message. Ian Schafer talks about Tide’s effort to create content, with their new show about some young professionals that live in LA and wash their clothes with Tide. “It’s….not awesome,” and he’s right. More brands need to think about content first, branding second in this space.
Brian Monahan asks, “Whats the problem with pre-roll?” Consumers don’t want to wait for the content they selected. Users expect a different experience than what TV delivers, but they aren’t getting it. Schafer points out that pre-roll isn’t the problem, but the frequency and ad rotation is. One pre-roll is ok. Ad after ad after ad is not.
Why is there such a disparity in online video ad spending vs TV ad spending, and what is it going to take to make that shift? Corey Weiss believes that we haven’t proven the model yet. Once there are more case studies, the floodgates will open. That isn’t just for pre-roll and overlays, but for integration and video in general. Ian Schafer believes that if the TV buyers did the buys, that would also be a big catalyst. Its easier for them to spend the money than for a true shift to occur. But because of the complexity of the medium, TV buyers aren’t equipped to handle it just yet.
Social search engine Mahalo is prepped to launch a daily video blog podcast, The Mahalo Daily (ok, not a very original title, but we’re more focused on the content). Hosted by Veronica Belmont, the show’s content will cover every topic under the sun, just like Mahalo.
Until the show’s official launch on Monday, November 5th, this trailer was released to pique some interest.
Does anyone use twitter more than Mahalo founder, Jason Calacanis? By the way, Jason, you should have hit up the Cupping Room for breakfast.
This week, Daisy Whitney delivers her New Media Minute on YouTube’s platform. But don’t forget to visit her site, DaisyWhitney.TV.
In this week’s NMM, Daisy weighs in on where people are watching online video, which MSO’s people are buying their Triple Play packages from, and the opening of Joost’s beta to the public.
In case any of you would like to see what ‘real’ journalists are capable of, be sure to tune in to Daisy Whitney’s New Media Minute. For those of you who aren’t trade magazine hounds and may be less familiar with her work, Daisy is a reporter with outlets such as TVWeek, Advertising Age, OMMA, Media and other publications with a focus on new media. She recently launched her weekly podcast on the Revver platform.
Check out her latest right here:
When people talk about user generated content, we mostly think of stupid home videos, dogs on skateboards, guys getting hit in the groin by object after painful object.
But in the following few clips, I’m asking for your feedback. What other content shouldn’t be monetized? Is there any? Is the debate between brand advertisers protecting their brands vs. direct response advertisers that will run anywhere a complete farce? Or are HP and Canon just willing to take advantage of the cheaper, available content farther down the tail? Does it matter? Does it matter to you?
Click to enlarge the stills, but you can see from the images, this isn’t the type of content you’d normally associate with traditional brand advertisers. Worse still, the HP post-roll ads are a minute long and running against clips that are 4 and 10 seconds long.
Click Here To Play Insurgent Video
Click Here for the Video about unloading 40,000 pounds of cocaine.
Update: OVW was contacted by HP’s PR folks earlier today and informed us that they are seeking comments from the appropriate departments. We’ll keep you posted….
The Wall Street Journal Online today announced the launch of a new video podcast, “Andy Jordan’s Tech Diary.” Tech columnist Andy Jordan will focus on stories about real people using technology in the real world, like “iPhone Lovin’ — Can an iPhone improve your social life?”
The Tech Diary is the latest addition to the WSJ’s podcasts which already cover topics such as small business, autos, personal finance, and the markets, as well as six other podcasts from MarketWatch.com. Visit http://www.wsj.com/podcasts to view all of them for free.
Lots going on in online media this week.
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