23 Video & Open Video - Speaker Deck

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Ste en Tiedemann Christensen CTO & Co-founder @ste entchr ste [email protected]

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(I have slides. I have a story in mind. But please, break in and ask questions....)

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(who is 23?)

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Launched in Denmark in 2009

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International launch in October 2010

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Customer service Marketing campaigns Tra c generation Competitions Sales support Knowledge sharing Journalism Branding Internal communication Trainings Events + Conferences Product demonstrations Media Archives Documentation 23 VIDEO MAKES VIDEOSITES AVAILABLE FOR COMPANIES AND ORGANIZATIONS

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Your own design Your own video player Your own domain Analytics and tracking Social distribution Section and subtitles Unlimited uploads Upload once, play anywhere Native mobile and HTML5 Playﬂow and advertising Open upload Access control Built-in CDN Secure, OAuth-based API ... TO HELP BUILD A RELATIONSHIP TO YOUR AUDIENCE THROUGH VIDEO

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HELPED LAUNCH 250 VIDEOSITES OVER THE PAST THREE YEARS

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WITH 115 PARTNERS IN THIRTEEN COUNTRIES

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free enterprise (innovation + ease of use) (features + control)

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free enterprise (innovation + ease of use) (features + control) 23 Video

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Är det äntligen dags att plocka videon ur den fyrkantiga embedden?

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visual text

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(or why is video so hard?)

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We’re conditioned to misunderstand video

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(the last orphan child)

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normalize

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(a few real examples)

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ESCAPING THE BOX

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TECHNOLOGY PRACTISE

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Video is caught in broadcast mode Video is caught in embeds Video is caught in Flash Video is considered a special case Video doesn’t have a best practise

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TECH SITE DISTRIBUTION FEEDBACK > > >

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TECH SITE DISTRIBUTION FEEDBACK > > >

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(how can we make it work?)

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BALANCE FREE OPEN BROWSER WEBM H.264 MOBILE FLASH HTML5 Usability On2 + VP8 + Quality? Chrome Indemniﬁcation VP6 + H.264 + VP8? Hardware De facto standard Right direction? OS + Version + Plugins Proxy war + Deﬁnitions

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TECH SITE DISTRIBUTION FEEDBACK > > >

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IT’S QUITE EASY TO BUILD WEB SITES IT’S SURPRISINGLY HARD TO BUILD VIDEO-CENTRIC WEB SITES

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(the last orphan child)

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stand-alone player full videosite vs

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the videosite

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the branded player

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tight integration all screens branded player the videosite BUILD OUT A VIDEO UNIVERSE THAT YOUR CUSTOMERS WILL WANT TO RETURN TO

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TECH SITE DISTRIBUTION FEEDBACK > > >

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Embedding Social sharing Subscriptions Podcasting Video SEO Distributions Push notiﬁcations Media centers USE THE VIDEOSITE AS AN ANCHOR TO ENGAGE AND MAINTAIN THE AUDIENCE

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Embedding Social Sharing Subscriptions Podcasting Video SEO Distribution Push notiﬁcations Media Centers

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TECH SITE DISTRIBUTION FEEDBACK > > >

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dogma

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(back to the same problem)

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IMPROVE BY TRACKING METRICS THAT ACTUALLY MATTER TO YOUR BUSINESS ACTIONS Do loads convert to plays? Are viewers clicking ads? ENGAGEMENT Are visitors only watching 30%? What is the optimal clip length? RETURNS How many views per session? Is my audience returning? SOCIAL Are videos being shared? Which sources are converting? VALUE The value of a view? Of a minute? What is the return on investment?