Streaming Media White Paper 2008 - (Page 40) 40 Best Practices: HOW TO PROFIT FROM INTERNET TV Pause: Video 1.0 vs. Video 2.0 To put it simply, Video 1.0 put content in video form on the internet while Video 2.0 takes that video and turns it into an interactive web experience instead of just a static, reactive viewing experience. 3. Measurable and adaptable—Assess the interests,needs,and behavior of your audience and continuously tailor the content and experience appropriately to achieve optimal results. Video 2.0 Rules of Engagement 1. Permission-based—Put the viewers in control. They want to decide when to tune in, what content to view, and for how long. Fast Forward: What’s Next As the rules of engagement continue to evolve, content owners and marketers need to implement flexible online video platforms that will scale to meet the inevitable rising demand for relevant, interactive experiences. There may not be a crystal ball to tell us what the future of online video has in store, but one thing is guaranteed: consumers will write the script. References 1.Bachelet,Cesar.“Over-the-Top Internet Video Strategies for Carriers.” ABI Research,May 27,2008. 2.Schadler,Ted.“A Market Researcher’s Introduction to the US Interactive Marketing Forecast,2007 to 2012.” Forrester Research,May 29,2008. 3.Cutler,Matt.“How Much Actual Viewing Time Per Viewer.”The Visible Measures Blog,February 22,2008. 4.Li,Kenneth and Thomasch,Paul .“Web Video Advertising:Awaiting the Boom.” Reuters,May 22,2008. 5.Madden,Mary.“Online Video.”Washington,DC: Pew Internet & American Life Project,July 25,2007. BobVila.com’s video-centric site continually adapts based on usage patterns. From adding short “How-To” and “Step-by-Step” videos to changing the pre-roll ad cycle and ensuring highly targeted, nonintrusive advertising, BobVila.com evolves to meet user demands. “Mitt TV,” Mitt Romney’s video gallery, features all speaking engagements, debates, interviews, and news clips to tell his story to constituents, supporters, and undecided voters who wanted to learn more. 2.Relevant and highly targeted—Enable viewers to seamlessly move between entertainment, education, and marketing modes as needs and desires change for optimal context. BostonPopsTV provides broad exposure and attracts a younger demographic by providing an engaging online video experience. Interactive commentary ranges from conducting lessons to providing information about the instruments or musician. The site has successfully increased CD and concert ticket sales. 5.Social—Provide opportunities for individuals and groups to shape their own stories,engage with each other and your brand,and create new forms of entertainment and education. quarterlife,an original web series picked up by NBC, bases the storyline on viewer feedback and encourages visitors to create their own blog anddirectly interact with the cast members and community . 4.Interactive and actionable—Bring the interactivity of the web into the video experience. ABOUT PERMISSIONTV PermissionTV provides a flexible online video platform for brand marketers and advertisers, media companies and publishers, as well as their agencies, content producers and technology providers. This platform helps organizations leverage the power of online video to achieve their marketing objectives through the creation and management of customizable experiences. PermissionTV’s online video tools help customers such as Bob Vila, Boston Symphony Orchestra, FHM Magazine, Harvard Business Publishing and Intercontinental Hotels capture new audiences, enhance relationships, maximize customer value and generate revenue. Contact PermissionTV at (781) 419-9777 or info@permissiontv.com and visit www.permissiontv.com for more information. The Scion Broadband channel, created by WhittmanHart, is a branded video and music portal that delivers an entertainment showcase for upcoming musicians,filmmakers, producers, and directors to connect with the target Gen-Y crowd. http://BobVila.com http://www.permissiontv.com
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