2010 Maximizing Web Video

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2010 presentation about maximizing traffic, revenue and storytelling variety with web video.

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  • U.S. Internet users viewed 34 billion online videos in May 2010. (ComScore, June 2010) Nearly 183 million people viewed online videos in May 2010. (ComScore, June 2010) The average number of videos viewed per person was 186. (ComScore, June 2010) 84.8% of the U.S. Internet audience viewed videos in May 2010. (ComScore, June 2010) Online video viewing is expected to continue growing by about 6-8% each year through at least 2013. (eMarketer, April 2010)
  • Pew Internet2010 State of Online Video Report Online Publisher’s Association
  • - eMarketer/Ooyala 2009
  • Average consumer recall of an un-skippable ad online is 50%, compared with 18% for TV ads. (Magid Association, 2008) Viewers are 28% more likely to pay attention to online video ads than TV ads. (Interpret LLC, 2009) Viewers are 31% more likely to recall a commercial online than they are on TV. (Nielsen IAG, 2009)
  • - Shock and awe is successful, but it’s not the only video worth producing.
  • Shock and awe is successful, but it’s not the only video worth producing. Web shows can keep a regular audience coming back and can lead them to additional video on your site. The equivalent of a video column.
  • Produce complete stories: Think about every place your video may be viewed – on-site, off-site.Maintain visual and audio quality: Steady footage Clean audio Professional products Viewers AND advertisers are becoming more judicious YouTube AND Hulu are competition for online video eyeballsStrong Editing: Keep it tight, brief, digestible 83% of online video viewing is short form content (Nielsen, 2009) In May 2010 the average length of online videos viewed was 4.3 minutes (ComScore, June 2010)Natural Sound & Narration: Maintain variety Make sure you’re providing facts as well as emotion Help to keep videos short and tight
  • Produce complete stories: Think about every place your video may be viewed – on-site, off-site.Maintain visual and audio quality: Steady footage Clean audio Professional products Viewers AND advertisers are becoming more judicious YouTube AND Hulu are competition for online video eyeballsStrong Editing: Keep it tight, brief, digestible 83% of online video viewing is short form content (Nielsen, 2009) In May 2010 the average length of online videos viewed was 4.3 minutes (ComScore, June 2010)Natural Sound & Narration: Maintain variety Make sure you’re providing facts as well as emotion Help to keep videos short and tight
  • Does the general public expect their newspaper site to have video? Make it known!Preferred placement above the “fold” is best Consider the amount of “hits” you can get in a single “page view” with a video player Can provide the best placement for advertisers
  • Each video should have its own unique URL/permalink for easy sharing and findability Meta data within the video file itself can help your CMS or third-party platform make video more findable Article content and descriptive text on the video page is the best means of increasing findability
  • Video players should allow users to: Embed video on their own pages E-mail video easily and quickly Copy and paste a link directly Easily connect and share with their social networking site of choice
  • Third-party partnerships: Improve SEO (especially YouTube!) Provide free marketing Expand your audience Offer additional analytics Provide revenue opportunities! Provide a video player back up
  • - From ClickZ
  • Video must be available on ANY platform your audience chooses Digital, widescreen, high-definition is the new standardComputersTV Sets Gaming consolesBlu-Ray players Crafty college students with the right cablesMobile DevicesiPhones Droid phones Any phonesTablets
  • By 2013 more digital video traffic will come through TVs than computers, with 61.5% delivered to TVs in North America (eMarketer, Ooyala 2009) 29% of people under the age of 25 get all or most of their TV from the Internet (eMarketer, June 2010)In-Stat expects US shipments of Web-enabled devices that support TV applications to increase from 14.6 million this year to 83.4 million by 2014. (eMarketer, June 2010) “Meanwhile, a report in the WSJ suggests people are watching more web content during “prime time.” (PaidContent.org, June 2010)
  • 2010 Maximizing Web Video

    1. 1. C R Y S T A L L . L A U D E R D A L E Maximizing Web Video
    2. 2. Why Produce Web Video? 84.8% 34 Billion 186 6-8% *ComScore May 2010 Video Standings Report + eMarketer, April 2010 Percentage of U.S. web users who watched video online in May 2010* Videos they viewed in May 2010* Average number of video clips viewed per person* Expected annual growth rate of online video traffic through 2013+
    3. 3. Why Produce Web Video?
    4. 4. Online News Video: • Second only to entertainment/humor • Saw significant growth 2007-2009 • Politics, sports show growth potential * Pew Internet 2010 State of Online Video Report
    5. 5. Why Produce Web Video? * eMarketer/Ooyala, 2009 U.S. Online Video Ad Spending (In Millions)*
    6. 6. Why Produce Web Video?
    7. 7. Who Are Web Video Viewers? • Audio – visual learners • Entertainment lovers • Content sharers • The most attentive, retentive ad viewers
    8. 8. What Makes A Good Video? • Showing character • Showing emotion • Maximizing strong visuals • Maximizing powerful audio • Shocking, funny or entertaining stories
    9. 9. What Makes A Good Video? Topic-driven series • Consistent traffic v. spiking traffic • Web shows can build a consistent audience
    10. 10. Two Metric Goals for Web Video: Traffic Page Views - Clicks, “Hits”, Plays - Unique Users - Retention - Percentage viewed - Repeat plays - Multiple plays per user
    11. 11. How to Achieve Those Goals Production: • Produce complete stories • Beginnings, middles and ends • No fragments, montages
    12. 12. How to Achieve Those Goals Production: • Be open to narration as well as nat-sound • Maintain visual and audio quality • Strong editing • The days of “It’s good enough for the web” are fading, if not over • Viewers AND advertisers are more judicious • Steady footage, clean audio are musts • 83% of online videos viewed are short form (Nielsen, 2009) • In May 2010 average web video was 4.3 minutes (Comscore, 2010) • Provide facts, context and emotion
    13. 13. How to Achieve Those Goals SEO and Viral Marketing: • Strong on-site placement • Consistent location
    14. 14. How to Achieve Those Goals SEO and Viral Marketing: • Unique URLs • Meta data • Keywords http://video.heraldtribune.com/video/613882005001
    15. 15. How to Achieve Those Goals SEO and Viral Marketing: • Sharing features • Embed options • E-mail links • Permalinks • Social media connectivity
    16. 16. How to Achieve Those Goals SEO and Viral Marketing: • Third-party partnerships • YouTube • UStream
    17. 17. How to Achieve Those Goals SEO and Viral Marketing: • Third-party partnerships can • Improve SEO • Provide free marketing • Expand your audience • Offer additional analytics • Provide revenue opportunities • Provide native player back-up
    18. 18. How to Achieve Those Goals Advertising: Credit: ClickZ
    19. 19. How to Achieve Those Goals Advertising: • Pre-Roll • 15 Seconds or less • 1:2 maximum frequency ratio • Overlay • Offer a close window option • Companion banners • Accompany pre-roll, overlays
    20. 20. Looking Ahead  Device agnostic publishing  Computers  TV Sets  Mobile Phones  Tablets  Gaming consoles  Blu-ray players  And more …
    21. 21. Looking Ahead “By 2013 more digital video traffic will come through TVs than computers.” (eMarketer, Ooyala 2009)
    22. 22. Looking Ahead  Shooting & Archiving for the future:  Widescreen  Full high-definition (1080p)  H.264  Uncompressed archive  Meta data  Names  Locations  Dates  Bylines
    23. 23. Summary & Questions  Online video traffic is growing  Video is in demand on multiple platforms  Be competitive with high production quality  Plan publishing with SEO and viral marketing in mind  Shoot and archive for the future  It’s always about journalism and storytelling!
    24. 24. Instructor Crystal L. Lauderdale crystal@crystallauderdale.com

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