Value Added by Steve Vonder Haar

10/27/2010 11:14:31 AM
By PSN Staff

FIVE WAYS TO ENHANCE ONLINE VIDEO DISTRIBUTION AND EXPAND THE SCOPE OF YOUR WEB-BASED OFFERINGS


As online video takes its first steps beyond the Age of YouTube, many organizations increasingly are integrating video into their corporate Websites. Others are creating complete portals of video content. Still others are looking for ways to weave video into email, social media destinations, and other messaging venues.

More windows for video distribution create more reasons for organizations to pay for shooting video. But, at the same time, it also raises the bar for videographers looking to build their business. No longer is it suitable to splice together some shots, burn them to a DVD, and call it a day.

Rather, video professionals who learn how to package and present video for online delivery will have a greater array of services they can offer to prospective clients. Today, literally dozens of technology providers offer costeffective, hosted platforms that make it possible for small, emerging video producers to package their content in money-making ways online.

Freelance corporate videographers can use the technology to weave product shots and descriptions into their clients’ Websites. Wedding videographers, likewise, can use online technologies that make it possible to create custom portals of wedding video clips that couples can share with friends and family (for an added fee, of course).

Here are five leading technical features that can enhance online video distribution.

LOOK FOR TEMPLATE FLEXIBILITY.
As usage of online video by organizations expands, video providers will want to offer a customized onscreen look and feel for key clients. To do so, you will need technology platforms that allow for tailored integration of company logos and color schemes.

PLAY NICELY WITH OTHERS.
Get a sense of how well a video technology platform integrates with other online software applications. A video system that can exchange program data with social media services and other software platforms makes it easier for clients to weave video into a range of online destinations. Also make sure that the platform simplifies the process of generating links that can be embedded in a wide range of online sites.

BE READY TO GO MOBILE.
Make sure you have a platform that can convert video content into multiple video formats, particularly those used by the growing array of mobile devices that can play video content. A technology platform that can quickly transcode video content into relevant formats suitable for mobile distribution serves to expand the reach (and potential applications) of the video produced for clients.

HAVE A CONTENT MANAGEMENT STRATEGY IN PLACE.
As the volume of video production increases, your library of available video content is likely to grow in step. Ask questions about the software that technology platforms use to categorize and keep track of online video content.

BE AWARE OF SEARCH-ENGINE OPTIMIZATION NEEDS.
It is critically important for technology platforms to simplify the process of creating “meta-tag” information that can be used to describe the topics covered by a specific piece of video content. This data must be packaged by technology platforms in a way that makes it easy for information to be submitted to search engines, helping organizations that want to garner greater viewership through prominence on relevant search engine results.

MEASURE, MEASURE, MEASURE.
Determine the tools a video technology platform has for measuring the viewership of specific online video clips. The more sophisticated tools for analyzing viewership patterns will not only track how many people watch a video, but how long they watch and link viewership data with other previously collected profile data. The measurement represents the single best way to demonstrate the impact of online video, potentially encouraging clients to use the technology more extensively.

Steven Vonder Haar is Research Director of Interactive Media Strategies and can be reached at Svonder@InteractiveMediaStrategies.com.

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