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whwytriright 30 Web Video
in the “video on site” and “video on
home page” sectors.
But does the fact that more big
companies are apparently employ-
ing video on their sites mean that
smaller companies should follow
suit? According to the experts, in
a word: Yes. “With the sheer enor-
mity of web video today, it has got
to be top of mind for businesses right
now,” says Kris Drey, vice president
of product marketing at video host-
ing service, Fliqz, and founder of
VidCompare.com, a free comparison
service for business decision makers
looking for an online video platform
provider (www.vidcompare.com).
Many industries still do not use
video as a common practice, he says,
and if a given company’s competitors
are among the video-less, that company can distinguish itself features as email, embed code and permalinks. If all that
further by employing video on its site. Conversely, if the sounds like a bunch of technobabble (or even if it doesn’t),
competition is already using video, it’s incumbent upon the the fact remains that companies considering video need to do
company in question to keep pace. some homework before jumping in feet fi rst. While, “because
everybody’s doing it,” may be a suffi cient reason to explore
adding video, it does not address your company’s specifi c
needs. Th e fi rst, most obvious reason for adding video is to
“With the use of video, inject a more personable component to your site.
“With the use of video, a solid connection can be made
a solid connection can
between the presenter and end user, which personalizes the
be made between the communication while creating interaction,” Ben Chodor,
president of media soft ware provider, Stream57, said in a
presenter and end user.”
recent report. “With video exposure, you are giving clients
Ben Chodor, president of Stream57
the opportunity to associate a name and a face with your
company, and creating a personal relationship.” A company’s
primary question when considering video is: What are we
As to be expected, with the growing popularity of online trying to accomplish? Some sites, like that of lifestyle home
video has come a burgeoning number of technology provid- products fi rm, Flipo (htt p://shopfl ipo.com), employ short
ers. Currently there are at least 60 pure play, on-demand clips on product pages to demonstrate how to install and/
online video platform providers (OVPs), off ering businesses or use that product as a general service to its customers and
top to bott om video solutions, including encoding to multiple prospects. Others use video as a means of disseminating or
formats, storage, content management, monetization and increasing exposure of their brand name, much as Air New
analytics, as well as playback in customized video players Zealand did with its Bare Essentials campaign. Th e campaign
that match and perpetuate a company’s brand via such viral centered around video spots featuring Air New Zealand staff ,
Continued On 34 whwytriright
32 December 2009
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