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Signal vs. Noise
Joost is offering advertisers a range of formats beyond the traditional 30-second spot. Ten-second and 15-second pre-, mid-, and post-roll options are all available, all with interactive capabilities for users to delve deeper into ad messages if they desire.
Another alternative is a roughly 5-second "Brought to You By..." "introstitial," according to Elders. "We're going to be doing a lot of experimenting around our three core principles of targetability, measurability, and interactivity," he said. "There are a lot of unknowns, and we really don't know yet what viewing patterns are going to be like."
In addition, rather than interrupting programming, Joost will run ads alongside content known as "hand-raisers," which users can click for more information either within Joost's platform or on a brand's own Web site.
Hand-raisers are a great idea. With the potential to be highly contextual and relevant, the clickthrough from ads to really engaging and useful experiences (with sales at the end or not) could be really amazing.
Or it should be really amazing. But knowing how us monkeys like throwing our wrenches in things, I'm sure we can monkey it up.
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.
One of the hassles of usability testing with video is handling all the equipment. Editing the video into something useful is an even bigger challenge. Some professionals have looked at screen recording software as part of the solution.
Now TechSmith, the folks who created Camtasia, have released Morae, an integrated recording and editing solution for usability testing. For $999 USD you get three applications for recording, annotating, and editing usability video. That's pricy compared to consumer screen recorder software, but if it works well and you do a lot of video based testing already it's probably worth it. For people like me that mostly just watch and type notes in a discount testing arrangement, it might be a tool to start using video without the huge time crunch of capturing and editing tape.
The April 21 Alertbox is about keeping it simple - not a simple user interface, but simple media for the content.
In short, the fancy audio and videos are not worth the effort.
This reminds me of the old-time Alertboxes - nothing too surprising, but good to keep this article handy so that I can reference it the next time someone gets gung-ho on the rich media.
OntoLog is a tool for annotating (describing and indexing) video and audio using ontologies - structured sets of terms or concepts. It used RDF and the Dublin Core. This is a PH. D. project by Jon Heggland. He is looking for testers and users.
For OntoLog and my doctoral degree to be a success, I need the ideas, requirements, critique and feedback of (potential) OntoLog users. OntoLog, though usable and useful, is not finished - there are lots of things I want to do. But I want to anchor the capabilities of OntoLog in the real world
Obvious applications in looking at video/audio from ethnographic observation, contextual interviews, or usability testing.