iMedia Podcast: Video Beyond the Box
on iMedia Connection
by Andrew Rosenman,May 10, 2006
Arise Communication's President Andrew Rosenmen leads a panel discussion on video programming and ad creativity in new channels.
The recent explosion of digital video content and viewership on the Internet is likely to be the single biggest force on media and entertainment in 2006.
Publishers are quickly expanding their original video programming and getting more creative in their collaboration with advertising partners.
For example, Scripps Networks launched HGTVkitchendesign.com last December, the first of six planned broadband channels featuring niche video content. Advertisers like Viking, Dupont and Whirlpool ran campaigns that included a variety of 15 and 30 second video ads and banners. And About.com recently added new content in its gadgets and electronics segments that features one-minute overviews of various personal technology decisions, from "Choosing a Gaming Console" to "Car Audio Options." Thirty-second spots for Microsoft Office were paired with the content.
Brand marketers are also jumping into web video programming. The Red Bull website introduced in February 2006 a monthly online magazine named "Bull's Eye Magazine," which features special reports of events produced and endorsed by Red Bull. The website also offers a news segment featuring sport highlights and it will soon add a Red Bull live events channel.
Other companies to watch as they drive video content growth are Brightcove, which distributes a platform that enables any web publisher or content creator to easily put ad-supported web video on their site, and Tremor Network, a video advertising network that offers video serving, content and ad sales.
This session from the iMedia Breakthrough '06 Summit in Lake Las Vegas, NV features panel members drawn from the content programming, technology, agency and strategy disciplines. They will discuss, debate and reconcile some of the "known unknowns" that marketers will increasingly have to address when leveraging new forms of video.
Download the show (Format: 55:15, 19.3 MB, MP3)
by Andrew Rosenman,May 10, 2006
Arise Communication's President Andrew Rosenmen leads a panel discussion on video programming and ad creativity in new channels.
The recent explosion of digital video content and viewership on the Internet is likely to be the single biggest force on media and entertainment in 2006.
Publishers are quickly expanding their original video programming and getting more creative in their collaboration with advertising partners.
For example, Scripps Networks launched HGTVkitchendesign.com last December, the first of six planned broadband channels featuring niche video content. Advertisers like Viking, Dupont and Whirlpool ran campaigns that included a variety of 15 and 30 second video ads and banners. And About.com recently added new content in its gadgets and electronics segments that features one-minute overviews of various personal technology decisions, from "Choosing a Gaming Console" to "Car Audio Options." Thirty-second spots for Microsoft Office were paired with the content.
Brand marketers are also jumping into web video programming. The Red Bull website introduced in February 2006 a monthly online magazine named "Bull's Eye Magazine," which features special reports of events produced and endorsed by Red Bull. The website also offers a news segment featuring sport highlights and it will soon add a Red Bull live events channel.
Other companies to watch as they drive video content growth are Brightcove, which distributes a platform that enables any web publisher or content creator to easily put ad-supported web video on their site, and Tremor Network, a video advertising network that offers video serving, content and ad sales.
This session from the iMedia Breakthrough '06 Summit in Lake Las Vegas, NV features panel members drawn from the content programming, technology, agency and strategy disciplines. They will discuss, debate and reconcile some of the "known unknowns" that marketers will increasingly have to address when leveraging new forms of video.
Download the show (Format: 55:15, 19.3 MB, MP3)
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