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Signal vs. Noise
Online Media Daily quotes Jeremy Allaire's views on web video and advertising in Brightcove Founder Lays Out Media Vision For A New Video World.
His remarks were part of his keynote to the Outfront conference. (There's a link to the entire keynote you can watch, as well.)
Interesting comments fmor a smart gyu. Go read. Tasty bits to moisten your lips:
Open distribution and "self-service models" where content can be created and distributed with no cost of entry are leading to an explosion of new programming outlets and niche networks because anyone can create a TV network today--production companies, publishers, or consumers.
The idea, says Allaire, should be some "blended distribution strategy" that includes a branded content site, strategic syndication to affiliate sites, and viral distribution through widgets or players such as Brightcove's that "empower the consumer to distribute it for you." For advertisers, you're looking at extending reach by 50%, 60%, 70% or 80%, he said.
Advertising must be bound to content in this world, Allaire said, and because consumers are more likely to be "snacking"--or clicking around and sampling multiple videos to see which they want to sit through--the existing standard 15-second pre-roll with banner is a complete turnoff, as it forces repeated viewing with a resulting negative effect.