Curated by: Luigi Canali De Rossi

Wednesday, October 14, 2009

Professional Video Publishing Trends: A Video Interview With Jeremy Allaire - Part 1

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What is the difference between uploading your video to typical video-sharing sites like YouTube or using instead one of the paid white-label video distribution services springing up here and there?

Photo credit: Robin Good

Free video-sharing sites like YouTube, Viddler, DailyMotion and others have the advantage to be a no-brainer for anyone getting her hands dirty in video publishing. But what about those publishers who need more control over their video inventory and are also looking to monetize their video assets?

The emergence of white-label video distribution services allows professional online publishers who want to go beyond video sharing for serendipitous purposes, to leverage the opportunity to:

  • Control the distribution of video clips,
  • Publish video in HD quality,
  • Track and monitor viewers and video performance,
  • Monetize video assets,
  • Integrate video ads,

  • Select and customize the type of ads running inside videos,
  • Integrate ad networks,
  • Personalize and brand video channels,
  • Receive dedicated support.

In the first part (Part 2) of this video interview, Robin Good asks Jeremy Allaire, CEO of Brightcove - one of the leaders in online video distribution - to understand first-hand from him what are indeed the key differences and benefits that professional online publishers can get from using white-label video distribution services against free video-sharing sites.



Full English Text Transcription

Robin Good: Hello everyone!

Here is Robin Good from Rome, Italy, and I am today with Jeremy Allaire, CEO and founder of Brightcove, one of the really bright stars in the universe of video publishing and distribution online.

Welcome Jeremy, how are you doing today?


Jeremy Allaire: I am great, thank you so much for having me on.


Pro Vs. Free Publishing Tools - Jeremy Allaire

Duration: 1' 14"

Robin Good: You are very welcome indeed, let me dive right into asking you some of the key questions that my readers are sending me periodically about the world of video publishing.

The first question is: what is the key difference that exists with this new emergent group of white-label professional video distribution services and the traditional video-sharing sites?


Jeremy Allaire: That is a great question.

I think what we have really seen happening over the last couple of years is: more people who run websites, who use their websites for:

  • Marketing,
  • communications,
  • education and
  • other kinds of applications

wanted to embrace video as a central part of how they accomplish those tasks.

I think initially a lot of people thought: "Hey, there are these free sharing sites where I can go, grab an embedded player", but what a lot of organizations have found is that it is really also helpful to have more powerful tools that make it easier

  • to manage that content,
  • to increase the quality of the experience,
  • to have a lot more control over the brand experience and where the content can be viewed,
  • to have better business tools for things like recording and analytics.

I think as people have gone from experimentation to really wanting to embrace video more fully, they are looking for professional tools that they can control, that are affordable and that are useful as kind of web development technologies, but I think that is really why this is a category that is emerging for web publishers more generally.


Why Going Pro About Video - Jeremy Allaire

Duration: 2' 09"

Robin Good: It looks like you are saying that while the video-sharing sites have opened the road by showing to people

  • how good, interesting, valuable and potentially, even profitable it can be to publish video online, and
  • how that there is enough cloud for some of them to really take advantage of it,

you are discovering the benefits of controlling more how that is happening. And indeed this is also my case so I can fully identify with the situation you have described.

I would like to dive though just a bit more into these key differences. For example: what are the key advantages that I, as a video publisher, have in terms of distribution and visibility when I come over to a service like Brightcove or competing ones?


Jeremy Allaire: I think the key differences are in a few areas.

  1. I think the first is just having a much richer set of tools for how you can present your video. For example:

    • we offer a lot of different templates that can be used to present video, maybe an embedded experience,
    • an experience with like a channel, with lots of different videos,
    • there are tools to kind of contextually integrate video into your site dynamically using web toolkits and APIs.
  2. There is a lot more control over how video can be organized and presented, and that is a really important difference of between just putting an embedded video in a page.
  3. Obviously the brand control is related to that. We really have been seeing this white little space, that is really starting to innovate in terms of how you can create very customed brand experiences around the video itself.
  4. I think another really critical difference is: people who are on websites they want to have vendors that they can rely upon to get support and assistance.

    You have a sort of classic technology services businesses that the website owner, the web developer or the publisher working on it, if they have a technical issue, they want to

    • be able to reach out the tech support
    • go through a knowledge base and
    • go into a forum where you got active discussions around those parts and services.

I think that kind of vendor-orientated approach is also a really critical difference, whereas in the sharing sites they are just like any other consumer, and there really are not these kinds of resources available to you.

Those are certainly some of the initial differences, there are many others I think as you start to get into things like the control of where you can distribute your content.

I think white-label services tend to have a lot more features in terms of how you can make that content syndicated out to other sites, or even take advantage of things like mobile devices and do that more readily and those are some of the other differences as well.

End of Part 1

Part 2 - Online Video Advertising For The Professional Publisher: A Video Interview With Jeremy Allaire - Part 2

Original video interview recorded by Robin Good for MasterNewMedia. Article editing by Elia Lombardi and Daniele Bazzano. First published on October 14th, 2009 as "Professional Video Publishing Trends: A Video Interview With Jeremy Allaire - Part 1".

About Jeremy Allaire


Jeremy Allaire founded Brightcove in early 2004. As chairman & CEO of Brightcove, Jeremy leads the company's technology, marketing and business development strategy. Before working as a technologist and entrepreneur-in-residence for General Catalyst, Jeremy was Chief Technology Officer of Macromedia. Jeremy joined Macromedia with its merger with Allaire Corporation, founded in 1995, where Jeremy was a co-founder and Chief Technology Officer.

Robin Good -
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posted by on Wednesday, October 14 2009, updated on Tuesday, May 5 2015

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