MAD Perspectives Blog

 Are You Using Online Video?

Peggy Dau - Monday, November 22, 2010

Do you or your company use an Online Video Platform?  Video is a pervasive part of our lives from the content we watch on TV to the content we watch online.  Whether for business or for pleasure we consume a LOT of video content. According to Forrester Research, 71% of today's online audience watches video.  All of the Fortune 500 use video for both internal and external communications.   For business, video provides a forum to:

     - Simplify complex topics with words and actions rather than lengthy whitepapers
     - Demonstrate the use of a product or service
     - Share your company’s personality and culture
     - Increase customer trust

Strategy Analytics estimates that the Online Video Platform industry will be worth more than $1 billion by 2015, up from $200 million in 2010.   An online video platform (OVP) includes the basic components to put video on your website (and elsewhere on the web), in a professional manner.  It includes content hosting, a content management system, delivery to multiple players, customization, management tools to track and analyze consumption and the ability to monetize the content.  OVPs provide small, medium and large businesses with the opportunity to easily integrate video into their communication strategies.

Leading OVP vendor, targeting the enterprise market, include (but are not limited to):

  •  - BrightCove
  •  - DigitalSmiths
  •  - EdgeCast
  •  - Fliqz
  •  - Kaltura
  •  - Kontiki
  • Limelight
  •  - Move Networks
  •  - Oooyala
  •  - Sorensen Media
  •  - thePlatform
  •  - Twistage
  •  - VMix
  • If this is overwhelming, the site Vid Compare, can help you narrow down your options based your functional requirements.  However, it is more important to think about how and why you are going to use video.  Like every other communication strategy, video usage must be thoughtful and requires planning.   What are your tangible goals for using video?  Who is your target audience?  What kind of information are they interested in? Do you have a budget?  Do you have executive support?  These are just of few of the questions that should be driving your overall video strategy. 
  • Assuming your strategy is defined, Mark Brodie, at MIB MediaWorks, suggests the following when considering using online video for your communication efforts:

    Believability --- Make sure what you say is credible and that the visuals support and enhance that message.  Above all, demonstrate that you believe in your product or service.

    Visually Striking --- Images are the key to delivering a positive message.  Your vido must look professional and provide the view with a clear picture and understanding of your product or service.

    Look Professional --- Whoever you choose to produce your video, ensure that they know how to put your message and product or service in the best light.

    Words are Important --- The script needs to attract the ear as well as the eye.

    Personality counts --- Whoever is featured in should be able to project a positive, thoughtful image of your company.

    Where you shoot the video is important --- make sure the location reflects your product or service.

  • Additional thoughts, from Mark, related to planning your video production:

  •    - Video production can be complicated and expensive or simple and straightforward. The only way to keep it the time and money you spend reasonable is to take the time to answer the questions outlined below and give those answers to the professional producer or production company.
  •    - What is the specific purpose of the video?
  •    - Who is the audience?
  •    - What are the objectives of the video?
  •    - Where is the video to be shot?

   - Who is writing the script?

  •    - Who is making the final decision on the video?
  •    - Who is performing on camera, actors or staff?
  •    - What possible titles and graphics will be needed?
  •    - What is the deadline?
  •    - What type of distribution?
  •    - How will the video program be used or shown?
  •    - Are DVD’s or tape duplications required?
Is your company thinking about using video to connect more intimately with your customers or business partners?  These tips from a video production expert should help in the planning process.  My thanks to Mark Brodie for sharing his insights!


What’s your perspective?