Posted by Jean Sanidas on Tue, Mar 30, 2010 @ 03:43 PM
Gotuit will be attending the NAB Show in Las Vegas, NV next week. If you are attending the conference, and would like to meet with Gotuit to understand how we can help you get the most value from your video library, send an email to sales@gotuit.com. We look forward to meeting you there.
The Currency of Internet Video
Learn more about how Gotuit's metadata can unleash your video's full potential.
Download this free whitepaper.
Posted by Patrick Donovan on Thu, Mar 25, 2010 @ 10:11 AM
Last week, we were very happy to announce
our completed integration with Brightcove. Joint Brightcove and Gotuit customers can now utilize the best from both systems to drive the most user engagement and revenue from their broadband video.
A key feature of the integration is allowing Brightcove customers to keep their original source content within Brightcove. This keeps their existing video workflow intact while enhancing the video with Gotuit's time-based, structured metadata about each individual scene within the original source video. No video editing is required.
The way it works that we configure the customer account for VideoMarker Pro to include their Brightcove credentials. This allows the user to browse and search for video stored within Brightcove, and stream it into VideoMarker Pro for authoring the metadata. Gotuit's Video Metadata Management System then publishes out the video metadata to the customer's CDN, while the Brightcove system handles the publishing of the source video content.
The immediate impact is seen in a larger advertising inventory and an improved ability to target advertising based on video metadata. The Gotuit scene boundaries, stored as Time Start and Time Stop attributes, function as the available advertising slots. Joint customers then set up an Advertising Policy that will request an ad from their third-party advertising providers after a defined number of scenes or duration of video are watched.
When the ad is requested, structured metadata can be sent for the ad provider to use for matching and selecting the most valuable ad to return. By "structured", we mean that each Attribute has a Label and a Value. For example, Labels could include things like Player Name, Team Name, Emotion, Location, Character, Actor, Show Segment, or anything else that the customer's ad sales team wants to offer. This structure ensures that the correct attributes are sent for advertising targeting.
Joint customers will also enjoy the ability to better package and present their video with compelling playlists that take advantage of the new understanding of the contents of each individual scene. Example playlists from some of our customers include "Best of Charles Barkley" (Turner's Inside the NBA), "Boston Celtics" (ESPN's PTI), "Jordan" (CBS's Big Brother 11) where viewers can jump through the video archive and only watch those moments that most appeal to them.
We will be making announcements soon of customers that are using the joint Gotuit-Brightcove solution. In the meantime, enjoy this Gotuit-defined scene from The Dan Patrick Show on SI.com about Cornell's quest in the NCAA tournament:
Content Is King, But Metadata Rules
Learn more about how Gotuit's metadata can unleash your video's full potential.
Download this free whitepaper.
Posted by Patrick Donovan on Mon, Mar 08, 2010 @ 03:09 PM
Last week, I read Will Richmond's blog post "ABC.com is now Achieving DVR Economics for Its Programs" and was struck by this section talking about his discussion with Albert Cheng, EVP of Digital Media for Disney-ABC Television:
"Further, Albert said that there's plenty of room for improving online's economics. One key focus is increasing the ad load, possibly to as much as double the current 5 ads per program. ABC.com has experimented with this and its research shows that neither the viewer nor the advertiser experience is diminished. As a result, ABC is inclined to increase the ad load to continue improving online economics further, but is somewhat constrained by advertisers' desire to minimize clutter and their own desire to remain consistent with non-ABC sites' ad loads."
There are two main choices for increasing the advertising load in a broadband video. First, the publisher could serve back-to-back ads in the existing advertising breaks. Or, the publisher could define new advertising breaks that occur more frequently in the video and only serve one ad per break.
On TV, viewers are used to 2-3 minute ad breaks with multiple ads per ad block every 7-8 minutes. As we wrote about in our whitepaper, Content is King, But Metadata Rules, translating this to the web has some challenges. The broadband viewer has a shorter attention span, with many more available choices. There is also an expectation of an ad countdown timer in broadband that does not exist on TV. If you saw "Your show will continue in 1:30..." while watching your favorite web video because of multiple ads, aren't you more likely to switch to an IM window, check out Twitter, Facebook or some other site?
Instead of showing two ads per break every 8 minutes, publishers could show a single ad every 4 minutes. For the viewer, they get back to the content more quickly. For the advertiser, they are not bundled with other ads so ad recall should be greater. For the publisher, the viewer is more likely to stay on their site watching video - driving user engagement and session time. The graphic below taken from our whitepaper shows this transformation in advertising inventory.
The challenge then becomes - when can an advertisement be called with the least impact to the viewing experience? Where are there logical insertion points that do not interrupt dialog or disrupt the flow of the current scene of the video? How can these points be identified quickly, reliably, and cost-effectively?
This is precisely what the Gotuit Video Metadata Management System does. Our metadata defines each logical scene within the original source video, with the ability to serve ads at those boundaries. Publishers now have more monetization options and controls. No longer limited to the original ad breaks, they can serve an ad (or multiple ads) after a specified number of scenes watched, or after a specific duration of video watched. The more precise ad insertion points and larger advertising inventory give publishers the ability to optimize their user experience with their content monetization goals.
So, is it better to show multiple ads per block, or have more advertising insertion points in the content? The good news is we support both and make it easy for publishers to try different approaches to see what is best for their content and audience.
Content Is King, But Metadata Rules
Learn more about how Gotuit's metadata can unleash your video's full potential.
Download this free whitepaper.