Who Writes This Thing?
Jim Thompson
New media vet, aspiring SEO/analytics enthusiast
Following ...
(+) Rand Fishkin
(+) Communication Content
(+) Mike Valentine, Reality SEO
(+) Michael Gray
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(+) Avinash Kaushik
(+) Robert Scoble
(+) Vanessa Fox
Are you tired of data visualizations yet?
Good, because here are 8 maps that bring some clarity to the crazy complex markets of display, video, search, mobile, social, e-commerce, funding and more.
They’re not pretty, but they’re pretty darn good. [Thanks LumaPartners.]
Nielsen has begun testing the cross-platform measurement of live TV audiences by tracking the usage of Time Warner Cable’s and Cablevision’s iPad apps, according to MultiChannel.com.
(Credit: Wired.com)
The stakes couldn’t be higher.
If viewers start to shift their consumption of live broadcasts to devices like the iPad, media companies could lose millions due to the drop in measurable audience. If their audience grows due to cross-platform expansion, they still lose out because they can’t prove it to advertisers. The key here folks is not audience, it’s audience you can verify.
So [drumming fingers sound] Nielsen, where is the measurement media companies need in this crazy new world of watch it anywhere? Tracking two iPad apps is a start, but a drop in the bucket for the cross-platform cacophony [smart phone, desktop, Wii, X-box, internet TV] that’s coming.
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According to comScore, very insightful explanation of why people watch video online -- has much more to do with convenience than it does advertising avoidance. Download the Media Fragmentation presentation.
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"IAB Filmstrip is one of 6 new ad formats selected as winners of IAB's Rising Stars contest"
-- Credit: iab.net
Sounds like a new Marvel movie trailer from IAB ... [queue deep announcer voice]
"In a land where helpless brand advertisers cried out for something different, a team of heroes rises ... ‘Slider’, ‘Sidekick,’ ‘Pushdown’ ..."
Well, you get the idea.
IAB wants to lure big-dollar brand advertisers to the web and launched a contest to spur the creation of canvas-style ad units that allow Super Bowl-tier advertisers to capture the emotion of a TV-spot.
The winners of the Rising Stars competition deliver an Academy Award presentation that IAB hopes will catch-on.
See the new IAB ad units -- Billboard, Filmstrip, Portrait, Pushdown, Sidekick and Slider.
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What do I do with my video? For media properties, it's a much-debated question that's central to their web strategy.
Should I post my best stuff to YouTube where it will undoubtedly outrank my original version, be difficult to monetize and come wrapped in Google's ads?
Or, should I hoard my video (I'm picturing Golum from Lord of the Rings caressing his "precious" moving pictures) and ignore the thousands of potential visitors that could be exposed to my site, brand and content?
Kate Matsudaira, from SEOmoz, posted one of the best primer's I've seen for getting your head wrapped around your video strategy. But more importantly, she struck upon a strategy "sweet spot" for media groups that could offer the best of both worlds with a little thoughtful planning.
The "Mini YouTubeVideo" strategy plays well to media properties' strengths in that they can offer multiple lures back to the originating site if presented properly -- including better quality video, extended video, related video, related text content and archives of each of the above. It also avoids the SEO pitfall of duplicate content. Granted it would require some change, separate production of video snippets for sharing sites, but could provide a measurable and effective way to tap into these huge audiences for video without giving away the farm.
If you don't like change or don't feel you need to ... see my favorite parable, "I'm not changing, you change." If you're open to new solutions to new problems, check out KateMats below.
"These sites can provide a powerful marketing channel to your site, brand and content. However, if your ultimate goal is conversions you need to have clear plan on how to get traffic and viewership on that track (and that for most of us, means back on your website). This means that you need to think carefully about a strategy that makes sense ... of course you don't have to pick one or the other, you can use a hybrid strategy."
Here is an example of a Yoga web site trying to sell their DVDs - in this case they are trying to build up their YouTube brand (see the call to action encouraging users to subscribe), but are also trying to drive traffic to their site by enticing you with the first part of a DVD series. =
Creating an Online Video Strategy | SEOmoz.org
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