MJJ

My latest article On Developing and Operating Content Marketing Platforms

The practice of brands publishing media products to create utility for their customers (read: make people’s lives easier) isn’t a new one. One of my favorite examples is the Michelin Guide. First published in 1900, it helped drivers maintain their cars, find decent lodging and food while touring, and encouraged travel - all while generating brand affinity to drive more sales.

Content marketing in the digital era is the evolution of this concept. What’s different nowadays is that attention is incredibly scarce due to an abundance of supply, market fragmentation, and low barriers to entry. Conversations happen between brand and customer in real time, and the media landscape changes daily (not monthly or yearly as in the past). In short, creating a compelling content experience efficiently and at scale is more challenging than ever.

There is great information available about why content marketing makes sense for brands. And most of it, I couldn’t agree more with. My goal here, however, is to provide you with how to successfully execute content marketing strategies.

Read more here

ScreenCast: Online Video News (5.12.12)

Screencast: Online Video News (5.5.12)

Hi, Below are articles on what happened in the online video industry this week, and what’s next.  My goal is to regularly share these with you, start a dialog, and collectively get smarter.  If you have any ideas or feedback, please email me.  Thanks! -Matt

Audience Fragmentation - What cable TV has done to broadcast, online is about to do to cable and broadcast

Yahoo is leveraging big names in a blockbuster strategy, AOL is trying live with HuffPo News and curation with AOL On, Microsoft is tapping the power of Xbox Kinect, YouTube is going after the niches and Hulu is trying to become a home for creative voices that didn’t fit neatly into today’s TV landscape.

#VideoNuze  #NewFronts  #ThereinLiesTheOpportunity

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Digital Content NewFronts marks an online milestone

Stop thinking of online as amateur-video hour and equate it with television.

#LATimes  #NewFronts  #GoodOverview

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New TV channels load Web

Scale isn’t everything — web video has its own ways of connecting audiences to a brand. “There are opportunities to integrate content with the right set of viewers, not just the most [viewers],” -Amanda Richman President, MediaVest.

#crainsnewyork  #ScaleIsAFiveLetterWord

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Nielsen Reports a Decline in Television Viewing

Americans are not turning off. They are shifting to new technologies and devices that make it easier for them to watch the content they want whenever and wherever.  As such, the definition of the traditional TV home will evolve.

#NYTimes  #TimeForDefinitionChange

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In Search of Apps for Television

Point:  À la carte apps would upend the entrenched and lucrative economics of TV where cable customers pay for channels even if they don’t watch them.  

Counterpoint:  ESPN makes $5 a month from each 100MM cable subscribers. If it sold directly to the consumer, it would need to charge several times that rate.  

#NYTimes  #AppsAsChannels  #ImpendingDisruption

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Discovery Communications Gets a Web Video Arm, Courtesy of Revision3

“Discover produces content on a $500k to $750k an hour scale — producing something at a tenth of that cost means it has to be very different.”  -JB Perrette, Discovery’s digital boss

#AllThingsD  #M&A

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YouTube Commits $200MM to Promote Premium

Ads promoting the nascent entertainment brands will train visitors to think of YT as a destination w/ programmable channel guide to find premium content among the clutter. 

#AdAge  #LeanBack

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YouTube: “We are to cable what cable was to broadcast”

We want TV-sized audiences for our original programming, and we’re prepared to promote big like TV.

#PaidContent  #NewFronts

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Amazon Studios Now Funding Original Content Series For Amazon Instant Video Service

Amazon Studios, which aims to source scripts and test movies, will head into crowdsourced original content production on AmazonInstant

#TechCrunch  #InterestingMove

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The Future of Social is Video: Interview With Socialcam CEO Michael Seibel

There are 4 categories growing the fastest. The first one is family, the second is community, the third is ‘Jackass,’ or stuff my friends are doing that’s stupid or funny, the last is “traditional” or life events.

#ReadWriteWeb  #Trending

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Twitter, Pepsi to Partner for Streaming Concerts 

PepsiCo has partnered with Twitter to provide streaming videos of live music concerts to Pepsi’s followers on the social networking site. 

#AP  #SocialDistribution

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Google TV Hackathon And Why Discovery Code Is Critical

Discovery and lean-back are two core television experiences — content discovery is still the key hack needed right now.

#Forbes  #HackDay!

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For digital video to live, the 30-second pre-roll ad must die

In short ads need to add value through innovation in content, technology, and integration.

#CNET  #SteveK  #NativeFormatsWin

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Demand and Google leave farm fight behind with “premium” YouTube channels

“We’ve changed our model, our goal is to pay as much as we can to create the best piece of content out there.”  -Joanne Bradford, CMO

#PaidContent  #180Indeed

Screencast: Online Video News (4.29.12)

The future of TV isn’t TV, it’s broadband

Congress needs to look at how broadband providers control access to content.  The fight will be about who holds the power (relationships with consumers and relationships with content companies).  We need to start thinking about TV in terms of who can deliver it at a transport layer (the pipes), how it gets delivered (via TV subs, YT, Netflix) and where the value is and who gets to charge for that.

#GigaOM  #MustRead

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How the TV landscape is changing: infographic

#econsultancy  #PPTCandy

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YouTube Launches AdWords For Video

EMarketer says video is the fastest growing online ad format.  Online ad video spending will double this year, from 7.9% to 15%, and 50% of online ad campaigns will include video by 2015.

#FastCompany  #PayPerView 

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The Web is Shrinking TV Ratings — But Boosting TV, Too

Some people are swapping out the Web for TV, some of the time. And other times Web video consumption may end up leading to more TV-watching.

#AllThingsD  #Research  #SemiObvi

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Small Screens, Big Dollars

Initially, the NewFront was “to beat a drum for change, Now, it’s servicing a need.” -Mark Beeching, CCO, Digitas

#NYTimes  #GoodOverview  #Quote

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Everything you need to know about premium content at scale

Federated Media used announced an official launch into its next-generation approach to highly customized, conversational branded content.

#iMedia  #NewFronts  #DB!

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Web Video Sucks, But Here’s How It Can Be Great

Produce insanely great content, make it easy to use/navigate, and promote it.

#TechCrunch  #OnPoint  #Paraphrase  #JMAT

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Online Video vs. Music – Different Game, Same Rules

Sacred Tenets #1 – Quality, Quality, Quality.  #2 – Deep Content.  #3 – Discovery & Navigation.

#TechCrunch  #Amen  

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Video Is a Rising Star Among Content Marketers

NAmerican marketers spent $40.2B to produce and distribute content marketing in 2011, up slightly from $40.1B in 2010.  But spending on other forms of content marketing, including events and video, rose 44.4%. 

#emarketer  #JBAT/SteveK

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NHL lets you predict the action with second screen gaming app

Molson is sponsoring the app and is using it to augment its existing TV advertising — when an ad shows up on TV, the app recognizes the commercial and will display a similar advertisement.

#GigaOM  #SecondScreen

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AOL Launching AOL On, A Video Network 

Premium portal that will work across desktop, mobile and tablet, connected TV devices brings together video from of AOL’s various properties — 14 in all w/ 57MM U.S. monthly.

#TechCrunch  #OhSnap  #JMAT

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Online Video Turns Up Heat

GM to boost digital ad spending by 3% to 5% this year, most going into online-video ads.  Samsung Mobile plans to take up to 30% of its TV upfront spending and redirect to online-video upfront.  ”Online-video is becoming a legitimate alternative to TV”  -Craig Atkinson, CDO, PHD.  

#WSJ  #TastyQuotes

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Socialcam Just Added Millions Of New Users, So It Tweaked Its App To Make Them Stick Around

The “Instagram for video” said that the app added four million new users over the past weekend alone — rumors that Socialcam’s total user count may have pushed past 10 million.

#TechCrunch  #Trending

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Facebook Video Visitors Down 8%, Yahoo’s Up 8%

The average viewer watched 21.7 hours of online video content in March 2012

#ClickZ  #Comscore  #Research

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Why Publishers Need to be in a TV State of Mind

Creating unique content that can live outside the “network” walls or partnering with content creators and curators can extend the reach of their audience.

#Digiday  #PublishersAsBrands

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Changing TV habits center stage at digital media presentation

“There’s this huge gap where the audience is spending time online and with tablets and smartphones, and the ad dollars are not commensurate with that.”  -Lloyd Braun

#LATimes  #NewFronts  #ItsAboutTheMetrics

Screencast: This Week’s Online Video News (4.21.12)

ScreenCast:  This Week’s Online Video News

Saturday, April 21 2012

The real story is the fusion of TV and video

49% of buyers said that video and TV should be aligned, 48% are currently planning TV/video together, and 56% view online video as a direct complement to TV.” 

#Digiday  #NewFronts  #Research  #Fusion

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AOL Pushes to Grab TV Ad Dollars

They will begin offering advertisers the ability to buy online video ads like TV (GRP).  AOL will guarantee that an ad will be seen a certain number of times by the target demographic.

#WSJ  #NewFronts   #SittingForwardRaisingEyebrow

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Hulu’s New Guarantee: Someone Watched Your (Whole) Ad

Hulu shows more video ads to consumers than any other website or service in the U.S. It will soon change the way it charges advertisers for those views, counting only completed ads as impressions for advertisers.

#AdAge  #NewFronts  #NoticingATrend

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Web Video and TV: Joined at the Hip

2 strong trends: convergence of online video and TV advertising planning and purchasing, and expansion of programmatic buying.  3/4 of video buyers will be planning TV and online video together in one year, though 2/3 of buyers say a key factor is unified measurement.  

#Digiday  #NewFronts  #Research  #WebBecomesTV

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Nielsen and comScore woo big brands with online-rating tools

Nielsen got MRC accreditation for its system which uses anonymous Facebook data to deliver age and sex demos and GRPs similar to TV.   ComScore is closing in on MRC accreditation for its program which would include “view-ability” measure to ensure people to see at least 50% of the pixels for at least one second. 

#IAB  #NewFronts  #WebBecomesTV

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Google Announces New Metrics

New analytics tools for media buyers using the DoubleClick and Google Display networks. Active View will measure whether an ad is actually seen by consumers, and Active GRP will assign gross ratings points.

#NYTimes  #NewFronts  #WebBecomesTV

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CW Network’s Rush to Web 

It has moved aggressively to put all its shows on the Web and push advertisers to buy packaged online and TV.  ”The bigger danger is not allowing the consumer to watch video where they want to,” Rick Haskins,  Head of Marketing and Digital.

#WSJ  #Quote  #NotTheMusicIndustry  #TVBecomesWeb

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Digital Upfronts: Some Sizzle, Not Much Steak

They are putting a stake in the ground for digital content rather than raking in big ad commitments from advertisers. There’s a big opportunity to showcase the best in quality content and create a marketplace where providers and advertisers can connect. -Wayne Powers, SVP Sales Yahoo.

#Digiday  #NewFronts  #ToughButFair?

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Norwegian newspaper turning video coverage upside down

The Studio collects different video feeds of the trial and allows viewers to easily flip between coverage — it’s effectively a producers’ gallery allowing viewers to make the decision on what to watch as it happens.

#GigaOm  #NewspaperBecomesTV    

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Rodale, BermanBraun Team for YouTube Channel 

Rodale (Men’s Health, Runner’s World and Prevention) will launch a new health-and-fitness channel (3V), and is working on a healthy-eating channel. 

#paidContent  #NewFronts  #PrintBecomesTV

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U.S. TV ad market was worth $72BB in 2011

$14 billion allocated to five traditional primetime genres (Drama, News, Reality, Sitcom, Sports

#NielsenWire  #LottaChedder  #infographic

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Ooyala launches personalized video discovery platform

A content discovery tool that enables publishers to increase their advertising revenue on multi-screen experiences by tailoring content to the unique viewer. 

#VatorNews  #Startups  #Watchthisspace 

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Big Blue Bets on Video

80% percent of C-level execs watch more online video today than one year ago.  65% of execs visited a service provider’s website after a video.  

#Digiday  #B2B  #Research

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What’s on the second screen?

The most frequent activity while also watching TV was checking email, followed by looking up information related to the show, and looking up products advertised on TV.

#NielsenWire  #GottaGetYourEmails   

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Google Top U.S. Online Video Provider in March w/ 146.1MM

Yahoo had 60MM and Vevo had 51MM.  Hulu had the most video ad views, with a record 1.75 billion

#DowJones  #ComScore  #BigNumbers

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The role of social TV in BET’s upfronts 

Louis Carr (Pres. AdSales) sighted a Trendrr stat that BET was the most social TV network last June, and that 106 and Park was the 5th most social TV series in 2011.

#LostRemote  #SocialTV  #AdSales 

Screencast: This Week’s Online Video News (4.14.12)

Hello, 

I’ve started curating articles that represent what I think is happening in the online video industry, and what’s next.  My goal is to regularly share these stories with you, start a dialog, and collectively get smarter.  

If you have any thoughts, ideas, or feedback, please email me.  

Thanks!

-Matt

Young Consumers Switch Media 27 Times An Hour

“If you have consumers who are snacking on short amounts of time with different types of media channels, we have to think about how to communicate in short, “snack-like’ bits of messaging,” said Patti Wakeling, global director-media insights at Unilever.

#AdAge  #Research  #Quote  #ADD

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Vevo Sees Growth via Facebook 

Facebook is now the fastest-growing distributor of Vevo content, responsible for 100MM views and 20-25MM “shares” of music videos each month.  

#AdAge  #Stat  #Distribution

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The Tablet-TV Connection

85% of US tablet owners use their tablets while watching TV, and according to Nielsen, 30% of total tablet time is spent while watching TV. 

#Forrester  #Research  #Couchpotato  #Tablet

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Socialcam video-sharing app

The problem Socialcam is trying to solve, “How do you make the videos you shoot with your iPhone appealing enough to want to share with others?”

#GigaOm  #Apps  #SocialVideo

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YouTube Launches One-click Video Improvements

Videos get automatically analyzed by YT when they are uploaded, and users are informed if videos could be improved automatically.

#DailyBuzzTech  #PublisherTools

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U.S. Survey Finds TV Everywhere Hitting Mainstream

74% say they are interested in viewing mobile TV or video channels that integrate social media such as Facebook or Twitter.

#Worldscreen  #Research  #SocialTV

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YouTube stars get Hollywood superagents

YT says it has 30,000 partners, and “hundreds” are making six figures a year.

#USAToday  #Monetization  #FMCirca2006

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Condé Nast Hires Film, TV Veterans

Dawn Ostroff’s unit hires Jeremy Steckler (Imagine) and Michael Klein (Sundance) to mine its publications for film and TV ideas to pitch to Hollywood studios.

#WSJ  #PublishingMeetHollywood  #CrossPlatform

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Hearst to Launch Brand Channels on YouTube 

Hearst will launch the Hello Style channel on YouTube, a collaboration of Cosmopolitan, Marie Claire and Harper’s Bazaar. It will be followed by the Car and Driver TV channel.

#Adweek  #OldMediaMeetNew

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Everyday Health’s Prescription for Multimedia Success

Moving away from its bread and butter of online content, EH sees an economic rational to being on television and producing original Web video content.

#Digiday  #Multiplatform  

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Ford Bets on Yahoo Reality Series to Promote Focus Electric

The series (to live on Yahoo Screen), is being produced by Magical Elves (Top Chef).

#AdAge  #BrandedEntertainment  

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IAB’s New Ad Formats

3 new standards for online video should streamline launching broad-based Web video campaigns.  New guidelines will support ad “pods” (e.g. commercial breaks).  

#AdAge  #AdStandards  #WebBecomesTV

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Madison Avenue Is Turning the Web Into TV

The average completion rate for ads that appear within videos shorter than 10 minutes was 76%, compared with 88% for video that ran longer than 10 minutes. 

#AdAge  #Research  #AdsInVideo

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Video Boosts Brand Engagement, Site Visits

Users exposed to banners w/ online video were 5.6 times as likely to visit a marketer’s site as those exposed to standard banners (users also visited brand sites longer).

#Emarketer  #Research  #VideoAds

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Matt Jessell

Director, Ad Sales Operations

415.230.4875 office  /  415.509.1175 mobile

@mattjessell

Federated Media Publishing

We Power the Independent Web

www.federatedmedia.net

A Guide to the Occupy Wall Street API, Or Why the Nerdiest Way to Think About OWS Is So Useful - Alexis Madrigal - Technology - The Atlantic

Facebook Boldly Annexes the Web: How Open Graph Creates A Rosetta Stone For The Semantic Web | Digital Quarters

Article: Micky Drexler Master of Merch

“Success” is often just a fancy word for “luck,” but a recurrence of it suggests the subsistence of design. Millard Drexler, J. Crew’s master of merchandising : The New Yorker http://www.newyorker.com/reporting/2010/09/20/100920fa_fact_paumgarten?currentPage=al

Steve Blank slides from his Commonwealth Club talk on Product Strategies