VideoVoo: Online Video Marketing

Asterpix and Ooyala are undoubtedly ahead of the rest of the hypervideo or interactive video services, like Videoclix, Viddler, SeenON, etc.

Let’s have a quick look at some of the services available on the interactive online video marketing shelf.

SMIL (a markup language like XHTML) or Quicktime have been recommended by some as long existing alternative solutions but it turns out that neither is capable of object identification or tracking.

Videoclix was named as the only commercially viable competitor by Nat Kausik, the CEO of Asterpix. Their product description still reads ” VideoClix is the premier and only commercially available software for creating clickable videos (hypervideos), employing the latest in object tracking technology,” which sounds a bit outdated by now. What is not stale however, is the promise: “This will allow for the first true non-intrusive monetization of online video.” Nat at Asterpix says that they have their strengths compared to Videoclix (I haven’t asked Videoclix what they think, though!):

• Asterpix Pro is a web-based application whereas Videoclix is packaged software that requires up-front purchase and download/installation. Videoclix costs $4995 for the full version, which includes comparable features such as player branding, etc. Asterpix is accessible via standard browsers (firefox, IE, Safari) and requires no software downloads/installs. The pricing model differs in that customers only pay based on audience use of interactive video content (i.e. pay per view, pay per click, etc.).
• Videoclix can only be used on Macs. As a web-based app, Asterpix is accessible on Mac or PC platforms and standard browsers.
• Easy “point and shoot” interface. Just pull up a video and select any object on the screen to create a hotspot. Videoclix has a much more complicated interface that makes authoring a more laborious process. The accessibility and ease of use empower a broader audience to create interactive videos.
• as a web-based app, Asterpix delivers “on the fly” processing in creating hotspots. Hotspots can be created and saved in 10-30 seconds. The benefit is more efficient authoring and instant gratification.
• Allows authors to configure hotspot marker style from 5 different options.
• Allows easy embedding into websites by providing the embed code on the player page.

Ooyala Backlot: Backlot is a free video management platform, and the control over the delivery, organization, analytics, and monetization of your online videos is in your hand. They also promise to monetize your video content with useful and targeted ads in the near future, which Asterpix is not after. One thing is clear though, unlike with Asterpix, I find it a potential drawback that I - as a maker, not as a viewer! - am prompted to download the Ooyala software. Plus I cannot embed others’ videos (only share in email, thanks web 1.0). Interestingly enough, Asterpix CEO has not said a word about Ooyala as a potential competitor at this point, although the Ooyala programming pedigree is a strong indicator “Ooyala, a video startup founded by former Google employees” (NewTeeVee Oct 2007) So much ex-Googlers that they also promise good food (& stock options too) and foosball for their employees. But let’s see more:

“Since people are skipping ads, really the solution is to increase the number of advertising opportunities,” explained CEO Bismarck Lepe. “Instead of 8 to 10 points [for commercial breaks] per show, you have thousands of opportunities to monetize.”

So Ooyala has the same goal: interactive videos with the least intrusion and the highest number of (marked or unmarked pixels) links hidden in videos. Or as they pitch, high definition, hyper syndication, intelligent analytics.

Ooyala was also featured in Business Week last December: “Most ambitious, they’re planning to roll out a technology early next year that they hope will revolutionize on-line video advertising. Rather than inject TV-style spots, viewers would be able to click on objects within a clip that they’re interested in–say, the leading man (to find out what else he’s been in, for example), or the car he’s driving (to see an ad, or be linked to a local dealer).” This sounds very much like a strong competitor coming in the ring soon. Here’s an interview with Bismarck Lepe, the co-founder of Ooyala.

And now some of the questions are like

• who can create object tracking via different scenes faster,
• who will sell their products at a better price (Backlot is free but syndicating your videos to your site/trusted network, you’ll be charged $.08 per hour of video viewed. Asterpix for consumers is free, otherwise you can have a CPC or CPM model) ,
• who will give extras to customers,
• who will be more flexible (yes, cooperation with other video sites and embedding, remaking, mashing, packing, repacking)
• who can really provide the best HD experience,
• who can help content owners monetize their products successfully (long line of individuals, SMBs, etc.)
• who can make a more efficient marketing campaign for their interactive video product,
• Bonus question: what does Ooyala mean? You wouldn’t guess it: ‘cradle’ in Telugu language (what the hell of a squeaking web2.0 heritage).
• etc. etc.

Exciting times. It sounds that Ooyola is extremely serious about the analytics part as well. I asked Asterpix CEO if they will provide video optimization tips for Asterpix Pro customers besides the video stats, and the answer was ‘no.’ (”We currently are not doing any optimization for hotspots”).

Viddler is where you can add comments and tags along the timeline. I’m afraid, interactive video services need to know more in 2008. Here’s one example about Macbook Air (clicking on the menu button at the bottom left will give you extra options and info, including the stats on views, trackbacks, comments, favorites)

SeenON, which makes web-based shopping episodes (shopisodes) is very aggressive, in fact too aggressive for web consumption. The player is automatically pausing at advertised products, fragmenting any user experience you may have. The user is not in control enough, it is as if you were flapping a magazine and somebody grasped your hand every 5-10 seconds - just for 1 firm second - before you could go on reading or leafing through the magazine you want to keep in your hand totally. Liz Gannes on NewTeeVee adds that “it also powers “Shopisodes” for companies like video for E! Entertainment Television and The Style Network.” Bless you. I wouldn’t opt for it in the present version.