Archive for the ‘video’ Tag
Audio and Video
Over the past decade, video on the web has exploded. As bandwidth has increased, and more people have access to high speed internet connections the likes of YouTube and Vimeo have gripped the imagination of web users. Before HTML5, the most common method for including video on a webpage was to render it using Adobe Flash. YouTube and Vimeo continue to use this approach by default, but both have started migrating to a more accessible and standards friendly HTML5 version <video> tag. The HTML5 <video> tag, <audio> tag are fast becoming the method for presenting rich media content in a way that is compatible with all devices, including smartphones.
More recently, many vendors including Apple dropped support for Flash from their mobile devices. The HTML5 specification has long proposed native video and audio in the browser, as part of its aim to reduce the amount of code and work required to deploy common media types to the web. As with other HTML5 enhancements, direct embedding offers numerous accessibility benefits, and search engine indexing improvements over Flash.
The usage is simple: use a <video> tag to embed video, and an <audio> tag to embed audio, and nest within the tag links to the different formats in which you have encoded your media. There are two competing standards H.264 and WebM and many more for audio.
In order to use HTML5 to render video, you need to encode your video and audio into multiple formats and link to each format within the <audio> and <video> tags ensure every HTML5 capable browser will be able to render your media. For older browsers that do not support HTML5, it is also safe to use H.264 encoded video only and provide Flash as a fall back for those who don’t support H.264 files.
Both new tags allow for fallback content, which makes it a simple process to upgrade your existing Flash embed code to make use of HTML5 without excluding older browsers and no direct need for browser sniffing scripts.
The growing market for location-aware applications, where content is specifically oriented towards both the user and their current position. These apps take advantage of a hardware enhancement common to most smartphones running software from Apple, Google and Microsoft. HTML5 offers us the ability to query the user’s location and tailor our web content accordingly.
Translating the user’s location into something meaningful is made easier with the likes of OpenLayers, OpenStreetMap, Bing Maps or Google Maps, and each of these offers an API allowing you to pass in a location expressed in latitude and longitude.
The key to marketing on YouTube is to lead viewers from your video on the YouTube site to your company’s website—where you can then directly sell your products and services.
Include Your URL in the Video: Unfortunately, YouTube doesn’t allow live links from a video to a third-party website. You can, however, include your website address in the body of the video—and hope that viewers will remember it or write it down for future reference.
It is recommend starting your video with a blank title screen with the URL prominently displayed. You should also end the video with a similar blank screen with the URL highlighted. Make sure the URL is big and easily readable; high contrast colors, such as white text on a black background (or vice versa), provide the best results.
You should also display your URL onscreen during the main part of your video. Use your video editing program to overlay the URL across the screen. The URL shouldn’t interfere with the main content, of course, but you should be able to do it in a way that isn’t overly intrusive.
Include Your URL in the Accompanying Text: You can’t link live from within a YouTube video. Unfortunately, you also can’t include a link to your website in the description that accompanies the video. You can, however, include your URL in the text description, but just not as a live link. So when you write the description for your video, make sure you
include your URL or 800-number in the text.
Link from Your Channel Page: While you can’t include a live link in your video or accompanying text, you can
include a direct link to your website in your YouTube channel page. Anyone clicking your user name will see your channel page, with the link to your website prominently displayed. When a viewer clicks the website link, they’re taken directly to your site—where you can sell them more of what you have to offer.
Close the Sale on Your Website: The URL you point to from your YouTube video should be a dedicated landing
page. That means that you don’t point to a generic page on your site or even to your site’s home page; either approach requires unnecessary work on the part of the customer to place an order. Instead, link to a specific product page on your site, one that includes information only about the product shown in the video.
Why design a special landing page for viewers of your YouTube video? It’s simple: You want to make it as easy as possible for them to give you their money. If you just dump potential customers on your site’s home page, they could get lost. Or they might have trouble finding the product they want and give up. In any instance, you don’t want them randomly browsing your site; you want them immediately responding to your specific offer.
For this reason, your product landing page should have the same look and feel of the video so that viewers sense the underlying connection. It doesn’t hurt to include a screenshot or two from the video or even an embedded version of the video in the case the customer wants to rewatch it. The page should also include more detailed information about the product than was possible in the video, as well as more detailed product photos.
Online stores have a number of opportunities to generate revenue— some of which (advertising, in particular) also represent revenue opportunities for non e-commerce sites, such as media content providers or social networks.
Direct sales the revenue stream for e-commerce sites. The simple and straight-forward mission of an e-commerce site is to sell as many products to as many online shoppers as possible. Products can be tangible, such as shampoo, sneakers, and groceries, or intangible, such as digital music or the purchase of a reserved seat on a flight. Typically, the direct sale of products is made in numbers of units, with each unit multiplied by the advertised price (three bottles of shampoo at $5 each is a grand total of $15, plus any shipping, taxes, and other charges that may apply).
Typically, consumers who purchase products do so for one of three reasons:
–They have a need for a certain type of product. Although they may switch brands from time to time, they have decided in advance that they have a need for a specific product (for example, a new car if their old one is dying, or a tube of toothpaste once the current one is used up).
–They want a certain type of product. This want may linger for a while, depending on how expensive or frivolous the product is (such as jewelry), or may be satisfied more quickly depending on how great the want is (such as the latest video game console). In the mind of the consumer, the decision-making process in terms of where and when to buy is less urgent because there is not an absolute necessity to make the purchase.
–They are compelled to buy an item at or around the time of purchase. Some of the most valuable real estate in any traditional retailer is the space near the cash register, where consumers may make last-minute purchases of items that are within their line of vision. These items tend to be smaller, lower priced items, such as gum, chocolate bars, bottles of water or soda, batteries, and similar items that people are more likely to decide they want at the last moment.
A successful e-commerce company will consider each of these purchasing reasons in the development of its site. Because online stores do not have floor space for displays, salespeople to point the shopper in a specific direction, or signage hanging from the ceiling, e-commerce marketers have only two means of pushing their products to consumers: the page layout and a compelling presentation of their product.
In the presentation of the product, marketers generally rely on three elements:
–Copy, which can be used to describe the product, its attributes, its value, and any other important information that the marketer feels will be appropriate to boost sales. Copy also includes information such as the price of the product, size, weight, and other such vital info.
–Pictures, which are used to provide a visual reference so that shoppers can see what they are buying. In the case of products that might be less familiar, or whose appeal might be in the way they look (picture frames or decorative candle holders, for example), marketers may decide to show the product from a number of different angles. As with copy, smaller images, called thumbnails, are shown initially, and larger images are often provided upon further consumer investigation. Other times, application shots are provided to show how the product might look in its fi nal environment
or when being used by a representative consumer.
–Video of the product is sometimes used to demonstrate how the product works, market its benefi ts, or generally build excitement for the product.
The key driving factors to Web 3.0 marketing include browsing habits, browsing methods, more intelligent information, the experience you are looking for, and the openness of the Web. Web 3.0 marketing is the convergence of new technologies and rapidly changing consumer buying trends.
Live, streaming video is outpacing static video, and companies like Twitter, Plurk, and Jaiku are growing much more
rapidly than Blogger, WordPress, or TypePad. The Web 3.0 marketing world is where customized, intelligent information
is available at our fingertips, on any device, from anywhere in the world.
Components of Web 3.0 Marketing
Microblogging: is the ability to share your thoughts with a set number of characters. People are busy with limited time, so why not get right to the point of the story in 140 characters or fewer? Examples include Twitter, Plurk, and Jaiku.
Virtual Reality Worlds: are places users visit to interact with others from around the world in a 3-D setting. Meetings are being conducted in these spaces, and trade shows are being replaced with virtual reality shows. Examples include Second Life and Funsites.
Customization/Personalization: allows visitors to create a more personalized experience. They are starting to expect their name to appear at the top of Web sites, personal e-mails, and even advanced checkout options that suit their buying habits. As the Web becomes more and more intelligent, personalization will be the norm. Examples include SendOutCards, Google, and Amazon.
Mobile: plays on the fact that there are billions of cellphone users throughout the world. This number is much larger than those that use PCs. Consumers are surfing the Web and purchasing products right from their mobile phones. They are also using their phones and becoming instant journalists by shooting raw footage of random acts. Examples include iPhones and BlackBerrys.
On-Demand Collaboration: allows users to interact in real time by looking over documents, collaborating,and making changes in real time. Software as a service also fits into on-demand collaboration as it allows users to leverage only Web-based solutions. Examples include Google Docs, http://www.Salesforce.com, http://www.Slideshare.net, and http://www.Box.net.
Web3.0 Marketing Technology
-A system to send voice broadcasts to mobile phones, and one that will also send SMS (text messages). (www.trumpia.com).
-A Web-based customer relationship management system. Salesforce.com.
-An all-in-one solution for capturing leads, managing sales, and garnering affiliates. http://www.amazingshoppingcart.
com is a great place to start.
-A solid team (or individual, to start), whether in-house or outsourced, that knows programming. This person should be able to develop applications, be able to work with open-source code, and ideally know how to program in Second Life. Check out http://www.RentACoder.com for ideas.
-platform to virtually communicate and collaborate across a company. My all-time favorite company is Google. For instance, Taz Solutions, Inc. company.
The market for video is vast and online video usage continues its meteoric growth. Video is big business and as users expect more from the ’Net experience, new demands will be placed on Web professionals.
The list of benefits that video marketing provides is long and the proof extensive. For instance, retail site visitors who
view video stay two minutes longer, on average, and are 64 percent more likely to purchase than other site visitors. When used in e-mail marketing, video has been shown to increase click-through rates by more than 96 percent. Email Marketing Trends reveal, Rich media ads containing video increase purchase intent by 1.16 percent and drive success more than four times that of Flash animation (DoubleClick, The Brand Value of Rich Media Ads). If video impacts the e-commerce, e-mail and design industries, count on it impacting your industry vertical as well.
However, many questions about the efficacy of video marketing and development remain. Does metacafe.com offer a realistic portal for your video marketing ideas? What about user-generated video aggregators, such as YouTube or MegaVideo , where users are consuming the majority of video content today? You will find services that enable live broadcasting, like Justin.tv and ustream.tv , right alongside emerging video destinations like vodpod.com , and tools like TwitVid.
1. youtube.com 2. ehow.com 3. dailymotion.com 4. hulu.com 5. metacafe.com 6. vimeo.com 7. megavideo.com 8. ustream.tv 9. veoh.com 10. justin.tv 11. collegehumor.com 12. buzzfeed.com 13. toptvbytes.com 14. youku.com 15. funnyordie.com 16. vodpod.com 17. stagevu.com 18. tudou.com 19. ted.com 20. wonderhowto.com 21. kendincos.net 22. videosurf.com 23. blip.tv 24. crunchyroll.com 25. livestream.com 26. jokeroo.com 27. viddler.com 28. truveo.com 29. current.com 30. yidio.com 31. livevideo.com 32. videojug.com 33. wisevid.com 34. grindtv.com 35. stickam.com 36. letmewatchthis.com 37. craveonline.com 38. ourstage.com 39. nothingtoxic.com 40. casttv.com 41. twitvid.com 42. vuze.com 43. flixxy.com 44. kontraband.com 45. trutv.com 46. crackle.com
47. revver.com 48. guba.com 49. slashcontrol.com 50. mevio.com
You might not be ready for video advertising, but video advertising is ready for you. The unfortunate dilemma for millions of Web professionals is that the complexity surrounding video ads (from both a marketing and technical standpoint) is substantial. Video advertising proponents believe it to be the future of content, while others have hesitated to test the medium. Perhaps the most important reason to consider adding video advertising to your online promotional mix is that it will soon be a $4 billion dollar market by 2013.
Online video advertising provides a targeted (demographic, interest or intent), measurable (per creative, per site, per impression, per user) and real-time (dynamic optimization) means to drive underlying but important performance metrics —impressions, video starts, completions or (gasp) actual conversions. The most significant problem facing online video advertisers is not production; it is all the challenges associated with finding the right venue and/or publisher. Publishers struggle, too, with ways to monetize video, and advertisers are overpaying, thanks to poorly packaged video
advertising offers. Below are four video advertising networks for your consideration.
Google: While not exclusively a video advertising network, Google’s YouTube provides video advertisers the most viable opportunity out of the gate. Advertisers are able to appear on videos (in the bottom 20 percent of the viewing area) with Google’s InVideo ads, or in the video content itself through pre-roll, mid-roll, and post-roll on the Google Content Network. Click-to-play video ads are also an option, as well as Google Gadget Ads. Thanks to two acquisitions in Episodic (a live broadcasting platform) and On2 (video compression), the company is clearly giving video the proper level of attention it deserves. Click-to-play video ads are also an option, as well as Google Gadget Ads.
YuMe: This video advertising network’s ad management platform, ACE, gives publishers and advertisers the ability to identify, classify and track content to ensure brand safety, contextual relevance, controlled syndication and consistent delivery across all digital media platforms; including Web, downloads, mobile and IPTV. Key YuMe innovations include the first cross-platform ad solution and the ability to serve multiple ad formats and placements through a single, unified system.
SpotXchange: Performance-based video advertising network SpotXchange is presenting some progressive video advertising capabilities. Not only does SpotXchange offer traditional video overlays and video banners, they also offer pre-roll and pre-game video ads accompanied by companion banner ads. Auction-based pricing and a host of powerful targeting criteria includes geography (to the DMA or ZIP-code level), channel and sub-channel, demographics, dayparting and retargeting, making the solution a strong market player.
VidShout: One of the ways to beat the video learning curve is to consider inclusive packages — those aiding in the development process as much as they do syndication and reporting. VidShout lets advertisers create videos by uploading images or their own videos, add taglines, choose music, upload voice files and include transition effects, then automate the development of call-to-action landing pages, syndicate the video on more than 60 sites (including portals, directories and shopping sites) and provides activity and lead reports.