eMarketing Techniques Series - Online Video by Steve Petti
an Internet Video Company
Warrensville Heights, OH
Video -The Medium
You already know...
most engaging and compelling medium
easiest and most powerful way to get your message across
eye and ear candy -video entertains
has the largest share of common users
unlimited creative possibilities
Video + The Internet =
Killer App of Web 2.0, 3.0, 4.0...
(Killer App for all devices)
lower production costs, lowest distribution cost,
widest reach of users, searchable
interactive, shared, viral...
easy to hype events, products, services
very promotional, viral, searchable
Save money by training, educating, support,
corporate communications, reduced travel, greater
Make money sales promotions, product launches,
advertising, sponsorship, syndication
Start with an idea, a strategy
a script and a story board.
Know and Target your audience
The audience is ONE PERSON
Short is good -get to the point fast
Interactive choices -break up long content
Make it entertaining, make it viral
Always Look professional.
Should you hire?
What’s your budget?
Hiring a production company for all or part of the project.
Do they have extensive Internet experience?
Should you DIY?
Just like your business cards, brochures, and web site are a reﬂection of
Camera -consumer vs. 3cc
Lighting -just light!
Framing/composing -do it!
Tripod -better for compression
Pan and Zoom -careful, use sparingly
DIY Editing, Encoding, uploading
Digitizer -you need to get the video from the camera to
You need to edit and encode:
iMovie, Windows Movie Maker
Adobe Premiere, Final Cut Pro, Flash
Upload to the web:
Your web site
Brightcove, You-Tube, Google
Next: Technical stuﬀ you
need to know –Why?
Economics of YOUR business plan
Quality costs -DIY vs Hiring
Time costs -DIY vs Hiring
Production Equipment/Hosting/ Talent
Players, Encoding Options:
Free vs Pro
Quicktime, Real, Windows Media, Flash
MP4, H.264, Xvid, Divx,
Silverlight (Flash Killer)
Web Delivery Options:
It just plays...
Progressive Download http://
shorter movies, no fee, no scrub
True Streaming rtsp://
longer movies, $ servers, scrub
Video Podcasts, RSS feed, Downloads
Movie size, frame rate, data rates (quality):
Larger windows + smoother frame rates + higher data
rate (quality)= larger ﬁles, require more bandwidth,
server space, faster processors.
lighting -background -motion
Bandwidth and Hosting:
Know your own server’s bandwidth capabilities.
Only 6.66 viewers can simultaneously watch a 225 kbs
movie on a T1 line simultaneously.
That might be OK if you expect low play rates.
Bandwidth and Hosting:
For an email blast (lots of hits) use a video hosting
service who can handle the load.
fee and free: Vitalstream/Playstream Brightcove for
free: Google video, You-Tube when you just don’t
care about quality, branding, other ads, or don’t have
budget . Do care about exposure.
File Sizes and Bandwith Data Rates
Time Size Frame Rate Quality File size
1 min 320x240 15 225 kb/sec 1.65 MB
1 min 320x240 15 350 kb/sec 2.56 MB
60 min 320x240 15 225 kb/sec 98.88 MB
60 min 320x240 15 350 kb/sec 153.81 MB
So,what’s your strategy?
how can you use web video to grow your business?