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Making Your Video Look the Part It Plays

By Anshey Bhatia (Serial entrepreneur and principal at VPV Interactive -click here)

So, you’ve got an awesome HD video you’ve just created, and you’re ready to showcase it on your site. But, before you do that, you want an easy way to see how it’s going to look on your site, and you’d like to have it include colors that match your website colors / theme.

The first thing you can do to see how it’ll look on your site is to take a screen shot of your website and open it up in Photoshop or any other image editing software that you have.

Next, download the Vimeo Photoshop file template ( http://www.tyronlayley.com/freebies/vimeo-player-gui-psd-2/ ), open it in Photoshop and then copy all of the layers into your website screen shot to see how it’ll look. Using that PSD, you’ll be able to adjust colors of the player skin.

Once you’ve settled on some colors, you can check the HEX codes for the colors that you’ve chosen using the eyedropper or color tool. This provides a quick and easy way to see how your video will look on your website.

To actually implement it, when generating your embed code for the video, plug the HEX codes for the colors used in your design files into the customized Vimeo embed code (more / advanced options). Then, copy the embed code and use it in your site. You’re all set!

Monetizing Video Tips and Concepts from an Unexpected Place

I know this might seem a little bizarre but I promise you there is nothing gross or untoward about this article… there is only good information.

To me, it is an example of how interesting concepts can come from unexpected places.

So with that in mind, please check out what I saw the other day at a Japanese restaurant in New York City.

Talk about your captive audience… now whether you think this is brilliant advertising or ridiculous (there are good arguments for both), I would like to use this image as a visualization for how to monetize a message.

What? Yeah… I am going there.

The monetization of this is pretty clear. The guy is well … occupied… so if you stick a message in front of him there is a good chance he will read it. Add in the fact that the message may have something to do with what he is trying to do and DING DING DING you have a winner!

Online video can be this simple. A well optimized video will pop up in organic searches or even be delivered to a target audience through an AdWords for Video campaign (to name just two strategies).

But this is where the online world provices even more opportunities to monetize.

So, let’s say you get a bunch of views on a video… suddenly the place where that video sits is considered a high traffic area and could be used to sell ads. Then, you could leverage that traffic and increase your audience on other sites. This could be done by using social media (i.e. Facebook, Twitter, Pinterest, etc) or a newsletter or a blog a customized landing page or even website. More begets more. You could even charge a membership fee in order to access your unique content.

All the studies are showing whoever your audience is… they potentially could be watching your video (Click the video below for more on this).


There is also a ton of money being made on the back end of online video. One example here is bandwidth. The more traffic a site gets, the more video it has to feed, the more bandwidth it is using. That is how companies like Brightcove, Kaltura, etc… add to the coffers of their subscription plans. In fact, while I was roaming the floor of Streaming Media East one company spokesperson told me they are really in the “bandwidth business.”

In the meantime, other companies see an opportunity here and are looking to shrink the file size of the videos that would be streamed on Brightcove, Kaltura, etc…. Because if the quality can remain high but the file sizes can be cut in half then the videos would conceivably rack up half of their current bandwidth budgets. An interesting sub-strategy in the online video game.

So why is the video marketing guy yammering on and on about how the online video business is monetizing?

Well let’s go back to that picture on the bathroom wall.

Before anyone agreed to put that ad in a bathroom, those involved in the decision understood where the ad would live and how the audience would likely interact with it.

So using the same logic, if you understand the business environment for online video (i.e. how it is being monetized) it will help you get the most lift out of how you want to use online video.

Here’s another way of looking at it (going back to the men’s room picture).

The same concept would not really work in a women’s bathroom for a number of reasons … perhaps the real moral of this story is that women are just a little more evolved then men after all.

Find Your Video Audience

5 Tips from a Web Developer About How and Where to Find Your Video Audience

Great content drives social media and SEO success, and great video content performs very well both in social media settings and for SEO purposes. But one person’s trash is another’s treasure, so be sure your video content fits your audience.

That means knowing your audience and knowing where to find them. Here are a few things to think about when deciding where to post or promote your videos.

Your Website
Unless you’re already an information hub for your audience, your website isn’t where you’re most likely to find your audience congregating, but it is where you’d like to lead them. Post your videos on your site and be sure that wherever else you post or promote them, you make it clear that there’s “more good stuff just like this” back on your website.

Social Media Sites
Are there groups, pages or other areas on Facebook, LinkedIn and other large social networks like Google+ where your audience gathers? These might be good spots to post or promote. Just be sure you spend some time getting to know the unwritten rules of a community before you post, perhaps even approach the group moderator.

You can also create your own presence on most of these sites. Again, check to see if your customers are already there. The lines between business and personal have blurred to a great degree, so Facebook is no longer ” strictly personal” to LinkedIn’s “all business,” for example. But you’ll generally find B2C more frequently on Facebook than you will B2B.

Don’t forget to create a channel on YouTube! More searches are done on YouTube than any other site other than Google itself.

Industry Associations and Magazine
Trade groups and trade magazine still frequently have active user groups on their websites or on email listservs. Though these are moving more and more frequently to social media spaces, they are still worth looking into when they are run independently. Again, get to know the rules – written and unwritten – before diving in.

Bloggers and Podcasters
Cultivate relationships with bloggers and podcasters who influence audiences in your industry or target audience. Getting them to notice and link to your content, or extending an invitation for you to guest post, is a great way to extend your reach. Look for influencers with complementary messages to yours.

Customers Come First
Be sure that you’re choosing channels based on customer needs and marketing goals and not just because “everybody else is doing it.” Making it easy for your audience to find your videos makes success much more likely, whatever channels you choose.


Guest Expert: Andrew Schulkind, founder of Andigo New Media, is a 16-year veteran of the interactive media industry, specializing in online communication strategy. He can be reached through Andigo’s website at www.andigo.com.

Contributing to Streaming Media Producer

My first piece was featured on Monday, March 19th on Streaming Media Producer, an offshoot of the online video powerhouse Streaming Media that gives video content producers tools and techniques to better their craft. Streaming Media is a well respected industry magazine in the online video community and to be featured as a contributor is truly an honor.

From my discussion with the editor, this will be the first of many “video articles” we do for them and I could not be more excited.

Here is what the Streaming Media Producer homepage looks like right now…

 

You can click here to go to the Streaming Media Producer website to watch the video or check out their other articles (there is a lot of good stuff). The subject of the “video article” I prepared is how to create a “Happy Marriage” by using video and animation to complement each other in a piece.

You can also watch the video from the Mad Bear Vimeo page below:


 

Mad Bear Productions Wins Telly Award

Exciting news in the world of Mad Bear Productions. We just found out that we won a Telly Award for the the video we did for PeriClean: A Brushless Toothbrush (check out the official news release here). The video received the award in the “Internet/Online Video – Infomercial” category. Our goal was to make it more than just an “Infomercial” and this award suggests we were successful.

Speaking for the company, I just want to say that I hope this award gives Jack Gruber and the rest of his PeriClean team an even larger platform to share their product with the world. It is always nice to win awards for work you’ve done and it is even nicer to help people like Jack follow through on a vision. In this case his vision is to help people take better care of their mouths.

The Telly Awards is the premier award honoring the finest film and video productions, groundbreaking web commercials, videos and films, and outstanding local, regional, and cable TV commercials and programs.

For those of you who haven’t seen the video please click here or watch in the player below.


Here is the statue:

What is the Mad Bear Experience?

The title is “A Conversation about Better Video for Business” and that is what we will deliver every month in this newsletter.

It makes sense that video will be the theme of what is found here but we will explore video innovations in a thoughtful way. We will not dumb it down because we are writing and shooting for an informed audience.

Many of our subscribers have the words marketing, advertising, sales and/or public relations in their tittles. These are people who have worked with video before but are perhaps looking for new approaches and technologies to better engage an audience. Other subscribers are business owners who are rethinking their current marketing budgets and considering how video might play a role. There are also hundreds of other people who just want to see what a bunch of video geeks will come up on a monthly basis.
Each issue will have a theme that we will explore in a thoughtful way. This theme will be expanded to our network of experts in supporting areas like SEO (Search Engine Optimization), Social Media and Web Development/Design. These experts will be given a platform to add their 2 cents on the theme to help make this newsletter even more robust.

Ok… so you will also get a simple overview of the past month in the world of Mad Bear Productions — complete with news and snippets from our blog.

In future issues, we will perform product tests that will range from cameras to codecs to delivery platforms. The “Experience” will always be a mix of video and text but the content in the video and text will never be the same because while video and text support each other they serve different purposes.

We hope you enjoy and share the “Mad Bear Experience” with your friends and colleagues!

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