Tag Archives: online video

How Large Companies Are Ensuring Security with Online Video

10 Jun

Big brands have realized the power of video for years and have utilized web video in order to enhance brand techniques and bring further consumer awareness of their product.

Larger brands have been experimenting with product driven series, such as Holiday Inn Express’ “Smart Show” and Southern Comfort’s music show, “Music Nights Presented by Soco” with MyDamnChannel.[1] Many large and successful companies have risen to the occasion and have shown their ability to evolve in the changing media market by utilizing new technology, such as web video, to their advantage.

The Zagat Guide, founded by Tim and Nina Zagat thirty years ago, continues to be enormously successful with the creation of Zagat.com in 1999. [2] Continuing their tradition of being ahead of the times, the subscription-based site now includes web video content, as well as traditional user-based content.  There are virtually limitless examples of how web video has improved branding for large corporations by creatively spurring interest of Internet users through web video.

In the case of companies such as Dove and its “Campaign for Real Beauty,” which combines traditional billboard and television advertising with a series of web films in order to change the perceptions women have about beauty ideals and Gatorade’s video campaign entitled “Mission G,” brought a never before seen, self-described combination of sports video entertainment and social networking, internet video has been taken to its absolute heights, resulting in media campaigns that have spurred activism and attracted widespread interest.

[1] Meoli, D (2009,March). Guide guy: a good meal and ten glasses of wine provided inspiration for accidental entrepreneur tim zagat. The New York Enterprise Report , 23-27

[2] Whitney, D (2008, Jan 5 ). Investment tip for ’09: branded video; web shows created by brands keep consumers coming back. Television Week , 28(1), 4.


Video Blogs and Your Business: Taking User-Generated Content One Step Further

10 Jun

There is no doubt that the advent of blogging has generated personal and professional opportunities for countless numbers of Internet users.  Bloggers have utilized free web space and attracted audiences of all sizes by discussing and featuring content concerning virtually any topic imaginable.  Blogs alone have propelled many otherwise anonymous individuals into celebrity, along with the notoriety and success that comes with it.  Individuals such as Perez Hilton, Arianna Huffington and many more owe their careers to the influence of blogging.   Wine enthusiast Gary Vaynerchuk has transformed his business and expanded his brand through his 25-minute daily video blog where he discusses his passion for wine.[1] His online videos reach an audience of 80,000 people every day transforming the local liquor storeowner into an internet celebrity.6 With his Internet blog, Vaynerchuk hoped to spur more interest in wine in the under 35 demographic.  What resulted was the transformation of a small liquor store into a 50 million dollar business!6 Some cutting edge video game companies have also extended their tech savvy into the video blogging realm, an example of this being the video game Battlefield Bad Company from DICE. DICE has published a web series featuring Battlefield characters in action, much like what occurs on the video game itself.  Including an element of video blogging into your companies marketing plan will contribute to the personalization of the product, as well as increase its accessibility to virtually all audiences.

[1] Daria, Meoli. “Wine online: how a new jersey liquor store owner became an internet celebrity and grew a $50 million dollar business.” The New York Enterprise Report May 2009.

Internet Video: The New Television/Movie Theater?

10 Jun

There has also been a consumer trend in the entertainment industry where internet users in increasing numbers have deferred to web-video to be entertained rather than traditional media outlets such as television and the movie theater.  Hulu.com, which is owned by NBC Universal and Fox, offers free television content online.[1] While YouTube recently signed a deal with Disney to start distributing its content from ABC and ESPN online as well.[2] These moves by major television and movie distributors seem to be reflective of the times.  Emarketer identifies a 20.3 percent increase in average minutes per day spent on television websites in March 2007 when compared to 2006.1 These online television viewing websites create a host of advertising opportunities for television producers and hope to mitigate the profit-damaging effect of pirated television content that can be found on the web today.

The above tables indicate both an increase in reliance on online video for entertainment on the part of consumers, as well as the varied success of brands in their pursuit of strong internet audiences.  Internet video has also provided an opportunity for the coming together of small and large studios as evidenced by the recent deal between NBC Universal and the smaller video web shop 60 FramesNBC Universal has agreed to pitch original web shows created by 60 Frames to its advertisers.  The deal is mutually beneficial, with 60 Frames benefiting from the potential backing of NBC’s advertisers and NBC benefiting from lower production costs and minimized risk.[3] The entertainment industry is a vastly different arena than it was even just last year.  Keeping up with advances in internet technology has been the only way that entertainment companies have kept themselves in business.

[1] Fanner, Eric P. “Websites go fishing in tv’s advertising revenue stream.”The New York TImes 19 Nov. 2007, Late Edition ed., sec. C.

[2] Vascellaro, Jessica E., and Elizabeth Holmes. “Youtube seals deal on abc, espn clips.” The Wall Street Journal [New York] 31 Mar. 2009, sec. TECH

[3] Whitney, Daisy. “NBCSU-60 frames deal a trendsetter.” Television Week 13 Oct. 2008: 9-11. ProQuest. <http://proquest.umi.com.proxy.lib.umich.edu/pqdlink?Ver=1&Exp=05-17-2014&FMT=7&DID=1586960361&RQT=309&clientId=17822&gt;.

When Words Aren’t Enough: The Publishing Industry’s Move Towards Internet Video to Satisfy Highly Digital Consumers

10 Jun

In response to diminishing sales, the publishing industry has looked towards Internet video as a way to revive profits.  Internet video often times functions to supplement print, creating a more three dimensional and engaging product.  Internet video therefore becomes an asset to print media, taking “static pictures and words in a different direction.”[1] Many newspapers and magazines are currently moving towards this business model in an attempt to recapture profits lost by the abundance of free content online.   There appears to be substantial results already, newspapers with online videos are seeing 27 percent of their revenue coming from online advertisements.[2] If this transition had come sooner, many newspapers and magazines might not be in the financial troubles that they are today.   Essentially, the only companies that will stay in business in the print industry are the ones that incorporate or are seeking to incorporate the use of the Internet in their business models.  It becomes critical for these companies to adapt quickly, or fear being left behind.  Some examples of newspapers and magazines focusing on online video:

–        Maryland based newspaper the Baltimore Sun has noticed an over fifty percent increase of time spent on its site (from 2-3 to 6 minutes) when users viewed minisites the Sun created for advertisers who buy video.14

–        Vogue Magazine, whose website features behind the scenes video of its monthly cover shoots serves as a perfect supplement to cover pictures found in the magazine.

–        The New York Times, The LA Times and The Chicago Tribune’s websites all feature video that contributes to print and online articles, as well as exploring issues singularly.

–        Time Magazine, which has been in existence since 1923, has continued to be timely with its introduction of video on its website.

–      People Magazine, one of the most popular magazines in the U.S., has utilized web video quite effectively, featuring video content of recent happenings, celebrities and entire weekends in review.

[1] Fitzgerald, Mark. “Video ads becoming a ‘great friend of print'” Editor & Publisher Sept. 2008: 9-11.

[2] Saba, Jennifer. “Study: newspapers halt local online advertising share decline.” Editor & Publisher 1 May 2009. <http://www.editorandpublisher.com/eandp/news/article_display.jsp?vnu_content_id=1003968559&gt;.

Museums: Combing Old and New Artistry to Reach the Masses

10 Jun

Museums have also been exploring ways to allow some of their vast inventories of paintings, artifacts and sculptures to be available to the public through online video.  A particularly popular venue for this has been YouTube, where several museums around the country have their own channels on the video hosting site.  Highly renowned museums such as the Museum of Modern Art, the Smithsonian and the Exploratorium in San Francisco are using YouTube in unique ways to attract visitors and attention to their exhibits and projects.  For example, The Museum of Modern Art has several different uses for its YouTube channel, including both commercial-like advertising video as well as exploring special featured exhibits and trailers for MoMA movies that are currently in production.  YouTube users can submit feedback in response to the content provided by the museum, creating a unique dialogue between time-honored institutions and their aficionados.  Other museums utilizing web video independently:

  • The Portland Art Museum is also following this trend independently and plans to release a video series featuring permanent collections at the museum.
  • The Art Institute of Chicago features podcasts and video on it’s website, documenting anything from the installation of a new piece at the museum to artist talks.
  • The High Museum of Art Atlanta featured web series on the art and history of China coinciding with the Beijing Olympics, along with other projects. 
  • The Museum Victoria in Australia featured a live dissection of a giant squid on its website.
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