Jun 13

Got Video? Now Start Distributing!

By Heather Timmerman Digital Media Trends Comments Off

No one content marketing strategy is the same, but if you have begun using video marketing as discussed in Out of the Box Content Marketing then you are ready to start thinking strategy and distribution.

The video marketing strategy is often dependent on the content produced and that is directly related to audience. So first determine whether it is a piece of video advertising or video content marketing. The difference is ever so slight, but the latter is typically a more subtle approach. See various examples of the video content marketing piece featured in our last post here. Chances are you will need to hire someone internally or externally to help script and produce the video content. Regardless of whether you are a B2B or B2C company, most video production company rate cards begin at 30 seconds and go up from there, with the production process lasting an average of 6 weeks. The length of video has tripled since 2003 when video was averaging approximately 2 minutes, compared to 4 and a half minutes in 2010 (Source: Website Optimization’s August 2011 report).  However, even though the average length of video seems to be trending up, that does not mean it is audience appropriate. Which brings us back to the purpose for the video. Is it meant to be entertaining or informative?

Depending on the content development approach, now you’re ready to start thinking distribution. This again depends on the audience in terms of reach and the brand perception you want to portray.  Is traffic or views the most important measure? Or is a targeted and engaged audience more your cup of tea? An easy way to begin thinking about your distribution options is to consider the Paid, Owned, Earned media model presented in previous posts and introduced in 2009. Owned media includes a company website, blog or channel controlled by the brand. Paid media includes paid search or advertising campaigns often involving ad networks. Earned media in the traditional sense is PR and quickly evolving into viral word of mouth and sharing on social media networks. Earned media is hard to control, as it is often user influenced. Therefore, only two parts of the above media model (Paid and Owned) can technically be managed by the brand. However, only one distribution solution eliminates the need for yet another external partner. An online content marketing platform that allows you to manage and control your digital assets while also capturing audience, like Preview Networks.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

Mar 29

The Festival of Media held its first event in 2007 and quickly became one of the best events to attend if you are a brand, agency, or media company, and have an advertising, marketing, or content creation focus. Events are held three times a year in locations conveniently available depending on your continent, managed by the international events company C Squared. The global event has been in past locations such as Venice, Italy and Montreux, Switzerland with the Latin America and Asia events held in locations such as Miami and Singapore.  The event has doubled in size since 2007 with the 2011 event including more than 700 registered delegates bringing together people from over 40 countries. Major brands are always in attendance and past presentations include insights spanning various industries from companies like: AT&T, Anheuser-Busch, Coca Cola, Kraft, L’Oreal, Nestlé, Nike, Phillips, and Unilever, and from global agencies such as: Omnicom, Publicis, and WPP. Media companies in regular attendance include: AOL, Facebook, Fox, Google, News Corp, and Twitter including marketing measurement companies like comScore, who will also be in attendance at this year’s global event.

The common theme bringing all of these brands, agencies, and medias together is not only how to evolve with the changing media landscape and latest digital marketing strategies, but to also celebrate great advertising and well executed campaigns. As such, the event also includes an awards ceremony and gala event where campaigns are celebrated by peers and recognized for creative and innovative work, constantly pushing the industry forward. As a proud sponsor of the Braves Awards which is celebrating the best in brand video and also managed by C Squared,  we are privileged to be in attendance at this year’s #FOMG12 event which is returning to the location of Montreux, Switzerland and held on April 15-17th. To find out more information about the event and buy your ticket, check out The Festival of Media 2012 event site.  Even if you are unable to attend the global event, past presentations are available on their YouTube Channel allowing you to get inspired and stay up to date on the latest in global marketing communication.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

Sep 01

The 2011 Streaming Media European Readers’ Choice Awards have just kicked off which allows the European community to vote for their favourite products and services in the digital industry. Preview Networks is happy to announce we have been nominated in the best Online Video Platform category this year.

Anyone can vote, and the 2010 awards received more than 12,700 votes from over 3,400 voters. There are 10 products and services categories to choose from in 2011 in addition to a Best Live Webcast and Best Streaming Innovation options. The latter is sort of a “catch-all” category, for the coolest or most innovative streaming product, service, or event of the year.

If you haven’t voted, be sure to click here to register. A list of the 10 products and services categories to vote on are as follows:

  • Transcoding Solution
  • Online Video Platform
  • Mobile Video App or Solution
  • TV over IP Solution
  • Reporting, Analytics
  • Streaming Services Provider
  • Video Advert Platform
  • Webcast Platform
  • Delivery Network
  • Music & Audio Delivery Solution

Last year’s awards drew more than 240 nominees and given the growth of the online industry year over year, this year’s nominees are bound to be a bigger group yet. Show your support for the best digital content solution on the market today by casting a vote online now! Voting will remain open until September 23, 2011.

About Preview Networks

Preview Networks is Europe’s largest preview network. We serve websites, apps and . Our content is available on MSN,, IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online . We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

 

Aug 01

As the video industry continues to expand and become more complex, one constant that remains is Preview Networks‘ ability to adapt to the changing environment and latest technologies. One example of this flexibility is our recent integration with The Times in the UK. We have been working with this renowned media for over two years which in industry terms is a lifetime.

As any major media outlet, The Times has stayed on top of the latest video technology in order to provide consumers with a high quality editorial experience. So it comes as no surprise that The Times is also the first media partner to combine our feeds with Ooyala video player technology. In other words, the next time you go to a Film Review page and watch a movie trailer, you will be viewing Preview Networks content through the Ooyala video player.

Ooyala is US based with global operations offering companies another way to manage their video content. What makes the Preview Networks video offering different from Ooyala and the others out on the marketplace is our ability to customise the offering to our customer or partners needs due to the flexibility and openness of our content management system.

Think Google versus Apple.  Whereas some video companies offer a closed technology solution to manage content, requiring use of their player – we offer an open content management solution. Meaning, regardless of whether or not our video player is used, content owners can still use our distribution technology to manage their content or ask us to manage it for them. As far as media owners are concerned, that means we not only offer the technology, but the content as well.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites, apps and . Our content is available on MSN,, IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online media. We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

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