Posted by Patrick Donovan on Tue, Jul 14, 2009 @ 02:30 PM
Looking to cool off in the middle of summer? Check out Season Three of HISTORY’S Ice Road Truckers on Sundays at 9pm. This is HISTORY’S #1 rated series, and this season is its most dangerous yet. The drivers face fearsome storms, temperamental equipment, treacherous roads, and the pressure to deliver their loads 250 miles north of the Arctic Circle in Alaska.
To go along with the linear broadcast, HISTORY chose Gotuit to deliver Ice Road Truckers Video Mash-Ups, an interactive broadband video site where fans can define their favorite scenes and mix them together into a video mash-up that they can share with the community. The Most Recent, Top Rated, and Most Viewed mash-ups are presented for fans to quickly get to the library of mash-ups. Full video search is also available.
HISTORY’S #1 Series, Ice Road Truckers
Here is the page where you can easily create your own video mash-up. In addition to the full archive from Season One and Season Two, each week new content is added from Season Three. The video is easy to navigate and discover, with folders such as Driver, Accidents, Weather, Expletives, Rivalries, and more.
This season also has the first female driver, Lisa. Check out this Mash-Up made by one of her many fans showing just some of her highlights:
Ice Road Truckers Video Mash-Ups is another great example of how to extend your relationship with your audience, allowing them to interact with your video library in a way that supports your brand and drives deeper audience engagement.
Posted by Patrick Donovan on Thu, Apr 23, 2009 @ 11:14 AM
Last week, we released our latest whitepaper, entitled “Content is King, But Metadata Rules: Three Reasons Why Premium Metadata Delivers Premium Returns“. A must-read for digital media executives, it examines how the broadband platform and the user’s viewing behaviors demand specific strategies to drive the largest return. For those of you who want just the summary, here it is:
Summary
Because broadband viewing is very different from television viewing, publishers must not treat the “programming” of the two platforms the same. Delivering the best performance on the broadband platform requires solving the three key challenges: 1) driving a larger audience to the content, 2) delivering greater viewer engagement and longer session times, and 3) implementing an ad strategy that delivers the required revenue without harming the user experience.
Premium, scene-level metadata is the key that unlocks the full value of video libraries and solves these three challenges. By understanding the content down to the smallest usable element - the scene - the needs of the viewer, programmer, and advertiser are more effectively met. The viewer is able to personalize their viewing experience and easily get to what they want to watch, the advertiser can target their message down to most appropriate content, and the programmer realizes a larger audience that watches more video and generates more revenue. This is the roadmap to success for video on the broadband platform.
Figure 2: Gotuit-enabled advertising wheel
To give you one more incentive to read the full whitepaper, here is one of the diagrams showing how scene-level metadata transforms how publishers can serve in-stream video ads within their content.
Scene-Level Metadata Transforms Advertising For Broadband Video
Posted by Patrick Donovan on Thu, Jul 31, 2008 @ 03:44 PM
If you are interested in hearing our perspective on metadata and how it vastly improves a publisher’s ability to monetize their content, you are in luck.
Gotuit’s President & CEO Mark Pascarella will speak at the Digital Hollywood - Building Blocks 2008 conference next week in San Jose, CA. He will be on the panel: “Video Metadata Revolution: Unleashing the Value of Video Programming in an On Demand World” on Thursday, August 7th at 2:15pm.
Here is the panel description from Digital Hollywood:
As “on demand” video programming becomes widely accessible via numerous platforms and players, rich video metadata is being used to enable consumers to personalize their viewing experience, tailored to their interests and viewing environment. As a result, while consumers were once limited to viewing programs from beginning to end, they can now engage in video “snacking”, “playlisting”, “remixing” and “sharing”. At the same time, rich video metadata is offering content producers and distributors new ways to present and organize the program assets, thereby creating new revenue streams with the opportunity for higher CPM, metadata driven, contextual advertising. As technology, content and advertising companies now work together to unleash the power generated by rich video metadata, the consumer will be in the driver’s seat, watching video when they want and how they want.
The full panel roster includes:
· Shelly Palmer, Managing Partner, Advanced Media Ventures Group LLC (Moderator)
· Greg Smith, CTO, Move Networks
· Mark Pascarella, President & CEO, Gotuit
Thanasis Iatrou, President & CEO, Media Excel
· Chase Norlin, CEO, Pixsy
· Josh Kline, President & CEO, Secure Path Technology
· Tim Hanlon, Executive Vice President, Denuo - A Publicis Groupe Company
We have been invited to speak at a number of other conferences and events this fall, check back here for updates.
Posted by Patrick Donovan on Wed, Apr 23, 2008 @ 03:48 PM
With the NFL Draft coming up this weekend, it is a great time for you to check out our latest FilmRoom with Sports Illustrated. SI secured video highlights of the top 200 collegiate football players in the country, and then used Gotuit’s patented technology to present those highlights in multiple ways, recognizing that their visitors have different reasons for coming to the site.
For example, if you are interested in SI’s mock draft, choose this path. Or, if you are a huge USC fan and want to easily see just the Trojans in the draft, click here. Maybe your team needs a wide receiver, so you just want to quickly see all the WRs in the draft. Or you just want to see great highlights of your favorite player, such as Chris Long.
Presenting the library with these various paths for the viewer to take results in a more engaging experience and longer session times. Gotuit’s use of metadata allows SI to do this without requiring multiple copies of the videos or any video editing. The source library is unleashed by publishing it with a rich metadata set for the viewers to use to personalize their experience.
SI is also being aggressive about using the embedded player to enhance their editorial coverage with video as you can see in Don Banks’ mock draft article here.
During the draft this weekend, the NFL Draft FilmRoom will be updated to present the actual draft order playlist and playlists for each NFL team so viewers can quickly and easily see who their team came away with.
Too many publishers make the mistake of not optimizing their library by only presenting one path for their viewers to take. SI could have put each video up as a separate clip with a search box, but instead they thought about the various reasons their viewers would have for coming to the site and used Gotuit metadata to offer compelling choices to pull in more viewership. With strong usage distributed across the various paths, this is proving to be a successful strategy.
Posted by Patrick Donovan on Tue, Mar 18, 2008 @ 09:10 PM
Yesterday, we went live with our latest product with Sports Illustrated – the 2008 NCAA Men’s Basketball FilmRoom, sponsored by RadioShack. This is our sixth video product with SI, with more planned for the upcoming months.
Just in time for people filling out their brackets, this SI FilmRoom showcases regular season highlights of the teams in this year’s NCAA college basketball tournament. Gotuit metadata presents multiple views into the video library to let the viewer take the path that is most interesting to them.
For example, fans can use the By Seed view to easily watch just the top seeded teams in the tournament. The By Conference view lets viewers watch a playlist of the teams in a particular conference, such as the Big East, Pac 10, ACC, SEC, or Big 10. The Still Alive playlist will be updated throughout the tournament as the field goes from 65 down to the eventual champion. Finally, there is also a By Team view to use an alphabetical list to access a particular team.
From an advertising perspective, this is an important milestone as it is our first live implementation with DoubleClick for in-stream video advertising, and Quigo for in-page text ads. Look for more details on this in a future post.
Like all our implementations, even though we never edit the original source video into clips, viewers can use the link and embed codes to share specific video scenes or playlists using our metadata to point to the precise sections within the video library.
I am personally more of a pro basketball (Celtics) fan, so I will leave you with this SI FilmRoom video for the Kansas Jayhawks, in honor of Kansas alum and Boston Celtics captain Paul Pierce.
SI FilmRoom: 2008 Kansas Jayhawks
Posted by Patrick Donovan on Fri, Feb 01, 2008 @ 02:08 PM
Welcome to our first post at Gotuit Unleashed. In this space, we will informally share our views on the best and worst practices to unleashing a video library. Our target audience is anyone in the business of engaging an audience with stored video, across entertainment, education, and enterprise categories. This post will give you a quick summary of Gotuit’s approach towards video metadata.
Gotuit was founded back in 2000 with a simple idea – using rich metadata to describe stored video so that the viewer can take their own, personalized path through the video library. When viewers watch live video, they have no choice but to watch it in the broadcast sequence. However, once the video has been recorded and can be watched on-demand, the viewer should be able to watch it in any order they want. Our founders filed numerous patent applications around this idea of using metadata for the enhanced navigation, discovery, search, and monetization of stored content. Gotuit was founded when those patents issued.
If a library has been indexed using Gotuit, viewers can jump inside any video directly to the scene that is most interesting, or select playlists with scenes across multiple assets. Choose a news video and jump right to the sports section. Watch only scenes of your favorite character in a sitcom. Catch up on a particular storyline in a drama. Review a particular procedure within a training video. The possibilities are endless and cut across all categories of video.
Gotuit has numerous implementations across cable video-on-demand, broadband, and mobile platforms. In each case, viewers sampled more video and had longer session times than before the library was enhanced with Gotuit metadata.
In addition to making the viewing experience far superior, publishers enjoy much more flexible and powerful ways to monetize their content. First, since viewers are watching more video they see more ads along the way. Second, those ads can be more targeted by taking advantage of the rich metadata describing the scenes they are watching. Third, publishers can create brand new products from the original video library simply by using metadata to present different views of the same content.
A crucial advantage of Gotuit’s approach is that the original video library remains in its unedited form. The metadata becomes the lens through which the audience sees the video, so there is no need to cut the video up into clips or edit the video in any way.
In the past 18-24 months many publishers focused simply on getting their video online. With that done, many are now taking the next steps to differentiate and capture the full value of their library. In upcoming posts, we will highlight some of the best examples and biggest mistakes we see in the areas of video presentation, video search, user engagement, and content monetization.
Finally, since it is Super Bowl weekend, here is a sample from the Gotuit-powered Film Room by Sports Illustrated, where viewers could see the collegiate highlights of all the players in the 2007 NFL draft - by position, player, college team, draft order, or NFL team – all using metadata to provide the different paths. Below are highlights of the Giants first round pick, Aaron Ross and the Patriots first round pick, Brandon Meriweather.
New York Giants 2007 First Round Pick - Aaron Ross, DB, University of Texas
New England Patriots 2007 First Round Pick - Brandon Meriweather, DB, University of Miami
(By the way, as a Boston company we are obviously rooting for the Pats. Prediction: 38-17 and a fourth Lombardi Trophy coming back to New England.)
Thanks for reading, and come back in a few days for “The Daily Show – What Not To Do.”