ginger’s thoughts

Julian Frumar used to be our Visual Communications Manager at Vquence until last year, when he left for new grounds and created a startup with two friends in Palo Alto called Omnisio. They received Y-combinator funding and worked hard on creating this video-centric Web2.0 startup in a very short amount of time.

Today, Techcrunch announced that Omnisio were acquired by Google to extend the YouTube technology base for an estimated US$15M. Congratulations, Julian!

PS: Rodney Gedda wrote a good review on this over at Techworld.

The W3C has just released a set of proposed charters for a new W3C Video in the Web activity with a request for feedback.

The following working groups are proposed:

1. Timed Text Working Group
2. Media Fragments Working Group
3. Media Annotations Working Group

Two further ones under investigation are:

1. Codecs and containers
2. Best practices for video and audio content

It is worth checking out the site and the three different working groups they are planning to create. Sure - the codec discussion is a big one. But it’s not as big as some of the other activities as to new functionality for video on the Web.

On Tuesday 24th June I attended the “Commercialising Video” conference held in beautiful Jones Bay Wharf in Sydney’s harbour. AIMIA and Claudia Sagripanti from VentureOne organised it together.

It was a mixture of case studies and panels. The case studies were talks by successful digital media companies, including Sony, Bebo, Viocorp, Clear Light Digital and Fox Interactive Media (really: mySpaceTV). The panels constituted each a moderator and a small number of industry experts that briefly presented on their knowledge on a specific topic and then discussed this topic led by questions from the audience.

I thought the format was very successful and the conference covered a broad range of current topics of interest in digital media. Panel topics included:

• mobile: challenges for getting video onto mobile and making a return on it
• business models: how to make money from online video
• sports video: what business models work with sports content
• metrics: why we need to measure video and what and how
• innovations: what innovative products are to be expected in the near future in video

I was one of the panellists on the metrics panel - my slides are here. The very last slide provides a very basic preview of the video metrics service that is in development at Vquence right now. Expect the final product to look much more professional, once I’ve included the awesome designs that we have just received from Chiz.

One thing that I took away from the conference is that the online video market is finally maturing and we are seeing business models that work. While they can roughly be classified into ad-supported, sponsored, and user-paid, there are many details that you have to take care of dependent on the service that you are providing. Ad-support can be inside the video e.g. in pre-roll, post-roll, mid-roll, overlay, or accompanying ads e.g. in dynamically loaded roll-outs, banners etc. Sponsorship is mostly used for non-profit sites. User-paid models are e.g. subscriptions, pay-per-view, pay-per-download. General video sites work not so well for ad-support as specialised sites. There is a lot of money for videos in specialised areas where your community is very keen to receive the latest video content fast, e.g. in sports.

In mobile in Australia, video business is still hard going, because the bandwidth costs are high, extra production cost is high, and because of challenges to get video into a usable form on such a small screen (e.g. soccer-ball is too small to be more than a pixel). This also means that the cost for consumers to get video is high, while the quality is still low. This obviously does not make for a very good market. The size of the iPhone screen, combined with the slow realisation by mobile phone providers that they have to drop prices for video transfers, may however totally change this situation.

Finally, I noticed that there was a large call for metrics. Measurement of the use of video and tracking the distribution of videos around the Internet, as well as measurement of advertising that relates to videos are all being requested to get more transparency into the business and mature the market. Initial services are available, in particular from existing Web Analytics and Internet Market Intelligence companies. However, the technology is new and we have a long way to go online and even more on mobile. This is a great opportunity for Vquence!

Thanks very much, Claudia, for organising this event and I hope there will be more to come in this space.

Today’s Google Developer day in Sydney was quite impressive. There were about 500 developers (and other random folks) there, curious to learn more about the services Google offers. With three parallel breakout rooms for the talks / code labs, there was plenty to choose from.

The introduction was well done, providing a quick overview of all the services and APIs that were the topic of the day - enough to understand what they are and tempt you to attend the in-depth talks.

I attended the Google App Engine talk first - not because I am a fan of python, but because I have an AppEngine account and my son Ben codes in python. I’d really like to play with AppEngine and get Ben to develop something useful (and me to learn some more python on the side). The talk gave a great introduction, which really enthused me. They build this little shout-out app on the fly and published it within the first 10 min. Now, I am collecting ideas for Ben to code up - if you have a neat little one, leave me a note.

I then went on to attend the YouTube talk. It was touted as a 201 presentation, but in the end just provided a cursory overview of the YouTube API. It was a good overview, but since we’ve been working with the API for a long time at Vquence, there was nothing new for me.

At the end of the talk, a developer requested YouTube to provide an API to access the new annotation feature. Since that is still in beta, they will be waiting to harden the technology for a bit before introducing the API. I suggested to them to look at CMML as the XML API. I explained that it would hold any annotation at any time point in any language. The on-screen placement is not currently covered by a tag in CMML, but could be added to the meta tags of the clips. I also suggested that if they found anything to improve on CMML, it would be possible since it’s not a finalized standard. I really hope they will check it out.

After lunch, I attended the two sessions about OpenSocial. I was considering using it for the new Vquence metrics site to do the widget layout. I quickly understood that this is not about layouts, but really about social applications. It would be cool if Ben would think up a social application that he could implement in python and OpenSocial and host in AppEngine. Something that him and his friends could share, maybe? Any ideas for an 11-year-old who learnt python on the OLPC?

At the end of the day, I was curious to learn a bit about Android before having to head home. But I only had a few minutes and the speaker had a slow start (repeating his slides from the introduction session) such that I quickly decided to leave and rather make sure I was at after school care on time!

Overall a worthwhile day - I met some friends, made some contacts, got to ask some questions, and had an awesome lunch with fresh sushi, hmmm. Google really knows how to spoil their developers!

Yesterday, I gave a talk at SLUG (the Sydney Linux Users Group) about the open source software that we’re using in Vquence. The talk was basically structured into three areas: open source software in business operations, in software development, and in system operations. John joined in for the harder questions on the systems operations. We also explained how we’ve set our systems up so we are scalable on data (in particular on video slices, images and video use statistics) at a minimum cost - which includes the use of Amazon’s EC2 and S3 services. We also use reverse proxies to be scalable with bandwidth cost. Here are the talk slides.

Many companies are intending to undertake viral video marketing campaigns.

This should come as no surprise, since video is undoubtedly the most effective content on the Web: “People are about twice as likely to play a video, or replay one that started automatically, than they are to click through standard JPG or GIF image ads.”

Even Techcrunch has a thing for dodgy viral video advertising approaches.

The definition of a “viral video” is however not quite clear.

Wikipedia defines “viral video” as “video clip content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites.” This describes more the process through which viral videos are created rather then what a viral video actually is.

I tried to analyze the types of viral videos around to understand what a viral video really is. I found that there are three different types and would like to provide a list of descriptive features of each (leave a comment if you disagree with the types or want to suggest more).

The reason for this separation of types is that if you are a company and want to create a viral video advertising campaign, you need to decide what type of viral video you want to create and choose the appropriate approach and infrastructure to allow for that type of viral video to be successful.

Here are the three types of viral videos that I could distinguish:

popular video

A video that has a high view count (in the millions) - possibly emerged over a longer time frame - is viral because in order to get such a high view count, many people must have been told about it and been directed to go to it and watch it.

A prime example of such a video is the “Hahaha” video of a baby laughing, which is currently at position 10 of YouTube’s Most Viewed of All Time page. I would also put the “Evolution of Dance” video into this category, which alone on YouTube has seen over 81M page view and has therefore the top rank on the Most Viewed of All Time videos on YouTube. This video has some aspects that make it a cult, but I don’t think they are strong enough.

The features of videos in this category are as follows:

• high page view count
• not subject to fashion or short-term fads
• interest for many audiences
• hasn’t spawned an active community

The reason for the last feature is that a popular video is simply a video that is a “must see” for everybody, but it doesn’t instill in people an urge to “become involved”. This is a bit of black-and-white painting of course - see also how many people created copies of the “Evolution of Dance” - but it is a general feature that applies to most of the audience.

cult video

Videos that become “cult” are not necessarily videos that achieve the highest view counts. They will however achieve a high visibility and almost 100% coverage in a certain sub-community. Such videos are regarded as viral since they virally spread within their target community. Sometimes they even create a community - their fan club.

The main aim of these videos is not a high view count on a single video, but an active community that is highly motivated to have the video be part of their culture.

A typical example is the “Diet Coke and Mentos” phenomenon. I would not be able to point to a single video on this phenomenon but there is a whole cult that has emerged around it with people doing their own experiments, posting videos, discussing it on forums, helping each other on IM etc. There are even fan clubs on Facebook.

The features of videos in this category are as follows:

• many videos have been created on the same topic, in particular UCG
• often, it is not clear which was the originating video that started the phenomenon
• there is a substantial view count on the individual videos
• not subject to fashion or short-term fads
• interest for a sub-community mostly
• has spawned an active community, possibly with their own website

I would use the “Ask a Ninja” series of vodcasts as another example of a cult video. It has a central website and a very active community of fans around it.

trendy video

The term “Internet meme” has been coined for the videos in this category. They are essentially videos that create a high amount of activity around the Internet for a short time, but then people lose interest and move on. They are trendy for a limited amount of time.

A typical example in this category is the “Dramatic Chipmunk” with more than 7M views on YouTube on this one video, and further millions of views on the diverse mash-ups that were created. At one point, it was a “must see” and you had to have mashed it up to be “in”. Now it has been replaced by Rick Rolling - the activity of pointing people to a URL of something but then falsely directing them to Rick Astley’s video of “Never Gonna Give You Up” on YouTube with more than 9M page views.

The features of videos in this category are as follows:

• videos achieve high page view in a short amount of time
• audience interest vanishes after a limited time
• often consists of funny, shocking, embarrassing, bizarre, or slanderous content
• there is a substantial view count on the video(s) related to the phenomenon
• creates high user activity for a short time e.g. through mash-ups, remixes, or parodies

Now that we have defined the different types of viral videos there are the lessons for viral video marketing campaigns.

If you want to create a popular video, create a beautiful, time-less video like the Sony Bravia Bunnies ad that everybody just has to have seen. Then make sure to release it on the Internet before you release it on TV by uploading to YouTube and a set of other social video hosting sites. Feel free to complement that with your own Website for the video. Start the viral spread through emailing your employees, friends, social networks, etc and rely on the cool-ness of the video to spread.

Typical Australian ads that have achieved popular video status are Carlton Draught’s “Big Ad” and the more recent VB “Stubby Symphony” ad.

If you want to create a cult video, you should create something that will excite a sub-community and provide the opportunities for the community to emerge. Blendtec did this very well with their “Will it Blend?” videos and website. I actually believe, they should open that Website even further an allow discussion forums to emerge. They could pull all those blender communities at Facebook into their site. OTOH they could just be involved in the social networks that build elsewhere around their brand to make the most from their fan base.

If your video ad is however just meant to create a high audience activity for a short time, you might consider doing a shocking video like the one Unicef created with the Smurfs. Or something a little less extreme like the funny German Coastguard video created by the Berlitz Language Institute.

We’re using Joomla on Vquence’s corporate site and wanted to display RSS icons and provide proper feeds for the blogs and news posted there.

The new Joomla 1.5 provides the ability to add to every Menu item that is a Blog List an RSS feed by introducing an rss and atom link tag in the html head tag. However, we wanted to have the RSS icon for subscriptions displayed on the page, too, and that turned out to be not so simple.

Here is the piece of code that we eventually added to our body tag:

<div id="rss" style="float: right;" >
<?php $headData = $this->getHeadData() ?>
<?php if(count($headData['links']) != 0) : ?>
<a href=”<?php echo JRoute::_(’index.php?format=feed&type=atom’, false) ?>”><img src=”/images/rss.gif” alt=”rss icon”/></a>
<?php endif; ?>
</div>


Fortunately, this also worked for the aggregated planet blog feed we are displaying in Joomla as an article under Team Blog and for which we had to install the CustomHeadTag plugin to add the link tags to the html page head.

Counting the number of links in the Joomla HeadData seemed to be the best way to find out whether or not to add the RSS feed icon. This is in no way or shape optimal or the best solution, but we were unable to find a way to get directly to the parameters of the menu items and query that show_feed_link parameter of the menu item. Online documentation for this type of template work is non-existent as yet.

If anyone has a better solution, leave a comment!

It’s great to read at ClickZ that the Interactive Advertising Bureau (IAB) is preparing new format guidelines for video advertising. This includes pre-, mid- and post-roll, overlays, product placement, and companion ads (display ads placed alongside video).

The standard is currently in public comment phase, which closes on 2nd May 2008.

It is good to see that the standard also contains recommendations on the ratio of ad-to-content and on capping the frequency of ads to save the consumer from overly getting swamped with advertising.

The effect this standard will have on the video advertising industry will be enormous. Content publishers will build their websites with these standards in mind and provide generic advertising spaces into which they can then include advertising as required from the appropriate advertisers. Advertisers can create ads that will be re-usable across websites. And video advertising agencies can finally start to emerge that provide the market place for video ads to find their locations.

This is a sign that online video advertising is maturing and more generally that free online video distribution will become more viable for content owners.

For Vquence this is great news since all this new advertising will need to be measured for impact - I expect the need for video analytics will grow enormously.

Yesterday, YouTube gave video metrics to their users. If you have uploaded videos to YouTube, you can go to your video list and click “About this video” to see a history of view counts. Very simple, but a good move.

It is great to see YouTube provide this service, even if just for your own, personally uploaded videos. It validates the newly emerging industry category of “online video metrics“, that Vquence is also a part of.

Our colleagues from VisibleMeasures expressed a similar feeling in their blog entry saying: “we view anything that companies can do to help showcase the need and improve the landscape for video measurement as a plus for the entire ecosystem”. I couldn’t express it any better.

Following the blogging community, there is a large need for online video metrics, both for tracking your own published videos - as YouTube has started providing since yesterday - as well as tracking videos published by the market generally for market analysis and intelligence reasons.

The number of players in the field is still small and FAIK we are the only Australians to offer these services.

U.S. spending on internet video advertising alone is expected to grow to US$4.3 billion by 2011. The need for online video publications is predicted to grow even stronger in the near future when each and every Website will be expected to use video to communicate their message. The need for video metrics will increase enormously.

Check out our new Website if you want to learn more about how Vquence measures video.

At Vquence, until now we have used the Thumbstacks chart library for our graphs. TSChartlib is a simple open source charting library that uses the HTML canvas and an IE hack to create its graphs.

Vquence is now getting real serious with charts and graphs and we were thus looking for a more visually compelling and more flexible alternative. If you do a google search for “online charting library“, you get a massive amount of links to proprietary systems (admittedly, some of them offer the source code if you pay a premium). I will not be listing them here - go find them for yourself. However, the world of decent open source charting libraries is relatively small, so I want to share the outcome of my search.

There is the Open Flash Chart libary, which provides charting functionality for flash or flex programmers. The charts look rather nice and have overlays on the data points, which is something I missed thoroughly from TSChartlib.

There is a open source flex component called FlexLib which only does line charts, IIUC.

There is PlotKit, a Chart and Graph Plotting Library for Javascript. It has support for HTML Canvas and also SVG via Adobe SVG Viewer and native browser support and looks quite sexy.

Then there is JFreeChart, a 100% Java chart library that makes it easy for developers to display professional quality charts in their applications. Another Java charting library is JOpenChart. Incidentally, there’s a whole swag of further Java libraries that do charts and graphing. However, we are not too keen on Java for Web technologies.

Outside our area of interest, there are also open source chart libraries in C#, but C#/.NET is not a platform we intend to support, so these were out of the question.

Our choice came down to the “Open Flash Chart” library vs “Plotkit”. Of the two, the Flash library and technology seems more mature, easier to use, and creates sexier charts. Also, we can sensibly expect all Vquence users to have Flash installed, while we cannot expect the same to be true for SVG. However, I was fascinated by the flexible use of SVG and HTML Canvas and will certainly get back to it later, when I expect it to have matured a bit more.

Our choice of the Open Flash Chart was further facilitated by a rails plugin for it. Score!

Of course: I might have totally missed some obvious or better alternatives. So, leave me a reply if you think I did!