Entries tagged with “web video” from Tools of Change for Publishing
Analytics: Are Streams the New Hits?
Mac Slocum
October 30, 2008
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Web analytics folks have been trying for years to remove the term "hits" from the analytics lexicon because it's an inherently flaky measurement (one Web page could theoretically yield hundreds of hits). That same flakiness has unfortunately infiltrated another measurement tool: "streams," a key metric for online video.
An off-hand mention in a New York Times article reveals cracks in the "stream" definition:
Despite all the experimentation, it is still difficult to know exactly how many viewers are watching individual TV shows and movies online. Hulu ranks its most popular content, but unlike YouTube it doesn't show the view count for each video. Still, it is clear that millions of viewers are watching some shows online. The Season 3 premiere of "Heroes" in September was streamed 8.1 million times on Hulu and NBC.com, according to the network. (All online streams are not counted as equal, because on NBC.com each segment of an episode is counted as a stream, so a full episode could count as six streams. On Hulu, one episode equals one stream.) [Emphasis added.]
This is a problem. Most digital content models rely on advertising as a revenue stream, and ad rates are generally associated with key analytics (impressions, page views, unique users, streams, clicks, etc.). Redefining a common metric puts the entire industry in flux because advertisers rarely buy inventory on one site. Now they'll need to monitor both their active campaigns as well as variations in campaign metrics (ie -- is this a Hulu stream or an NBC stream?). The last thing digital content needs is more complexity.
Report: Pre-Roll Video Ads Not all that Bad
Peter Brantley
August 20, 2008
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Given how "unacceptable" we were told this would be to viewers, it's rather remarkable how many people are now obviously accommodated to pre-roll ads in videos. From Beet.TV:
The vast majority of online video viewers are watching pre-roll and overlay ads, a study released today by Break Media and Panache shows. Completion rates for 15-second pre-roll ads were 87 percent, and 77 percent viewed campaigns with overlay ads for at least 15 seconds.
Web Video Advertising Stuck on Pause
Mac Slocum
August 8, 2008
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Users are flocking to Web videos and video companies are serving millions of streams, but video executives speaking at the RBC Capital conference noted that advertisers -- the final variable in this equation -- have not fully embraced the format. From News.com:
So when and for whom will the money start rolling in? Video ad executives said that while YouTube has a lot of inventory that's hard to monetize, sites with professional content such as Hulu.com don't have enough inventory to serve demand from brand advertisers.
Study: Web Video Audience Stabilizes and Consumes More Streams
Mac Slocum
June 18, 2008
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A comScore study finds that the overall size of the Web video audience is stabilizing, but folks in this group are consuming more online video streams than they did a year ago. From MediaWeek:
... while the number of total streamers appears to have leveled off after a rapid growth period several years ago, those streamers are watching more clips each year. comScore found that viewers averaged 82 clips per month and 228 minutes of video viewing in April [2008], versus the 63 clips and 158 minute averages recorded nearly a year earlier.
A stable audience footprint combined with increased usage suggests the Web video space is maturing past its anything-goes stage, which means book trailers, pre-roll/post-roll advertising, and other business oriented video initiatives could also gain broader adoption.
News Roundup: Future E-Paper Devices, Potential in Aggregated Ebooks, PBS Web Videos Include Ads
Mac Slocum
June 13, 2008
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Future Electronic Paper Display Devices
Nice overview of electronic paper display (EPD) technologies at Computerworld:
[Fujitsu's] Fabric PC looks like a soft trifolded portfolio. Opened, it reveals a flat keyboard on one panel and a display on the other -- a display that wraps under the keyboard. Unfold the keyboard as well and the entire inner surface of the device is an EPD screen as big as a desktop display. (Continue reading)
Aggregated Ebook Service Suits Research Publisher
An understanding of audience goals can prove fruitful in digital publishing, according to Cynthia Cleto, global manager for e-books and e-product management at research publisher Springer. From a Q&A at TechNewsWorld:
... our readers are working at a desk somewhere and they want specific information at their fingertips in a hurry because of whatever they are working on. Relaxation is not the driver in this market. (Continue reading)
PBS Online Videos Include Advertising
PBS is releasing shows on the video site Hulu, but incorporating advertising with a revenue sharing plan. The New York Times Bits blog discusses the move with Andrew Russell, senior vice president of PBS Ventures:
PBS has moved online slowly, and right now it makes only a small fraction of its content available over the Internet. One reason is the complexity of the rights to its programs. Nova, for example, is produced by WGBH in Boston, which acquires individual episodes from various production companies. Only in some cases does PBS actually have the rights to distribute shows online.
Mr. Russell said that by exploring digital distribution with the programs that the network does have rights to, it hopes to build the case to show that producers should let it distribute their shows online. This means offering them a good share of the advertising revenue or download fees. The online deals also show corporate and foundation sponsors that the programs are reaching a wider audience.
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