welcome back to the second segment of
show 12 now we’re going to talk about a
potential shift in the video industry
which is basically the focus from the
quality and the merits of evergreen
videos or timeless videos moving towards
capitalizing on real-time news whether
it’s Steve Jobs passes away or Amy
Winehouse’s fine dead or the rapture yes
or the rapture or you know Gadhafi is
killed and dragged on the streets etc
etc so what are your thoughts do you
think we’re seeing the shift you
basically what AOL and five men have
launched this new product called the
editors room and it’s basically to help
publishers capitalize on news items yeah
i think the model will the incentive for
publishers anyways they can you know
manage this manage their inventory of
embed codes for videos that keep people
on the page longer which helps them push
their fair own ad space what do you
think do you think we’re seeing a shift
like from timeless to ever to more
real-time news no i don’t think so i
think it’s just the technology in the
media has made the real-time stuff more
accessible more easily manageable more
by that i mean technology or like social
media like Twitter and Facebook where
people could share and realize i think
well one the technology has made it more
manageable for the business end of
things whether you’re a Content producer
publisher or whatever but i also think
it’s made video more accessible to the
average consumer because of facebook
because of YouTube because of mobile
phones so I think people just consume
more video in general okay now let me
ask you this do you think that we are
far more descent aside descent two sides
and we were like you know ten years ago
or 20 years or 30 years ago bringing
this up cuz of the qaddafi yeah I mean
is that normal like we never saw I mean
back in the day that would happen and
then the next day there would be like a
front-page news on the you know the the
the Libyan Times that said Gaddafi
killed himself and he was you know like
you know what I mean we see things now
which is like we would never see before
I I don’t think i think this this trend
actually says more sadly about human
nature than it does about anything about
the media or technology there obviously
is a demand for this kind of thing or
it’s it’s almost intuitive the people
like capture terrible stuff happening
all the time and immediately upload it
and feel the need to share it
and and we have an appetite for this
kind of thing so I don’t think that
we’re more to sensitize I think we just
don’t have this gatekeeper telling us
what we should and shouldn’t pay
attention to okay okay fair enough fair
enough okay now do you think that this
is going to actually be effective do you
think that in any case like obviously
like you saw what happened with with SEO
and demand medias of the world like
content farming do you think you could
apply what what works with articles in
the video space um no I don’t think so
at all and I’m thinking of a Content
forum in terms of like you know you
submit a you submit a request for some
kinds of content or you shop the content
that’s already there the thing that why
content farms work so well is they were
cheap way to produce keyword rich
content so it was kind of an SEO thing
if you had a site and you built up some
a trust and authority and rankings with
Google over the years and then he wanted
to scale back your production cost you
go to a Content farm you buy this rich
keyword content and it was crap but it
didn’t matter it was gonna rank anyway
it was gonna pull in the eyeballs and it
would just allow you to kiss me before
tanda or is it still the case now it was
much more before panda but you know
panda changed a lot of things obviously
it really explain what panda is well
panda was a Google algorithm update
where they pretty much went after
content farms so guys who were get
ranking a lot because they had lots of
content it was very keyword rich very
big site and they knocked a lot of them
out so that’s what panda was it this one
work for video because i think the kind
of video the way video search works is a
little bit differently if you really
want to rank well for video it’s more
about how much the video was shared how
much it was watched how many people link
to it crap farm video won’t have that
effect yeah tell me about it that’s
interesting that you mentioned so what
are the criterias again that video gets
indexed how much is weird viewed shares
views backlinks because at the end of
the day you can put in a description
about the video but descriptions usually
aren’t long it’s not like you have this
big page of life farm text that Google
can just chew on and shoe on and chew on
so Google’s really counting on user base
metrics such as view shares that kind of
thing and this is why I always remind
people that as much as you know you have
to rely on distribution over building
your own destination because the
audiences are out there on YouTube the
second that you put your video on
YouTube
say guess who’s going to win an SEO
fight between you and YouTube YouTube is
going to get that traffic I’ve seen it
time and time again and like let’s face
it stuff like you know Qaddafi being
killed on film that is always going to
get a kajillion hits you know your
crappy farm video on how to make a
mojito forget about okay so one thing we
touched on and we’ve always been a theme
and you know like who coined trivia
question do you know who coined the
content the the same content is king no
idea okay we’ve covered it so if this
was a quiz you’d help that’s fine Sumner
Redstone CEO founder chairman of Viacom
not CEO sorry chairman and founder of
Viacom said that content is king and
with new distribution outlets the value
of that content grows which makes sense
now my sort of saying is that content
and distribution are two sides of a coin
one without the other is pretty useless
over time have also defined you know
evolve that into context this King and
people said well what’s context and I
said well context is actually that its
content plus distribution which is the
context targeting that’s what context
it’s it’s targeting but exactly and I’ve
actually added now a new dimension
thanks to all this AOL five min editors
room news which is context is actually
equal to content plus distribution plus
timing I think that’s maybe I don’t know
if there’s going to be a fourth addition
to that equation I think it’s missing
something but I think you’re pretty much
hitting what are we missing I love to do
there’s got to be follow-up article it
has to do some demographic variable you
know that’s the end of the day you could
get a million views on a very niche
video if you know how to reach that
niche so it’s more than just
distribution it’s okay but but wouldn’t
your talking that about demos like
demographics and audience wouldn’t that
sort of fall in distribution because the
distribution to me is the environment
and the area where then we’re defining
distribution a little bit differently I
was thinking a more technical delivery
delivery sense good i think we defined
context okay so ultimately if you had to
give connecting the dots here let’s say
you have a a company that is your client
and they are looking at ways of getting
traffic or using video would you tell
them if you had to choose you can’t say
both if you had to choose would you tell
them to focus on real time stuff that’s
happening to jump on that or screw that
that’s not a fad but it’s close to a fat
you
focus still on Evergreen timeless videos
although i can say both i will say it
depends it depends on the kind of
content or the audience they want to
reach right okay when would you use
which one I don’t know for example if if
you want to reach more mainstream wider
adults demographic you might want to go
with the timely content the stuff that
will keep them coming back if you want
to just become the number one
destination site for 18 year old males
who like to pull their putt a lot well
then you might go for more time
evergreen content such as porn or
qaddafi videos well well we’ll have to
finish off that segment on that we’ll be
right back for lightning round
show 12 now we’re going to talk about a
potential shift in the video industry
which is basically the focus from the
quality and the merits of evergreen
videos or timeless videos moving towards
capitalizing on real-time news whether
it’s Steve Jobs passes away or Amy
Winehouse’s fine dead or the rapture yes
or the rapture or you know Gadhafi is
killed and dragged on the streets etc
etc so what are your thoughts do you
think we’re seeing the shift you
basically what AOL and five men have
launched this new product called the
editors room and it’s basically to help
publishers capitalize on news items yeah
i think the model will the incentive for
publishers anyways they can you know
manage this manage their inventory of
embed codes for videos that keep people
on the page longer which helps them push
their fair own ad space what do you
think do you think we’re seeing a shift
like from timeless to ever to more
real-time news no i don’t think so i
think it’s just the technology in the
media has made the real-time stuff more
accessible more easily manageable more
by that i mean technology or like social
media like Twitter and Facebook where
people could share and realize i think
well one the technology has made it more
manageable for the business end of
things whether you’re a Content producer
publisher or whatever but i also think
it’s made video more accessible to the
average consumer because of facebook
because of YouTube because of mobile
phones so I think people just consume
more video in general okay now let me
ask you this do you think that we are
far more descent aside descent two sides
and we were like you know ten years ago
or 20 years or 30 years ago bringing
this up cuz of the qaddafi yeah I mean
is that normal like we never saw I mean
back in the day that would happen and
then the next day there would be like a
front-page news on the you know the the
the Libyan Times that said Gaddafi
killed himself and he was you know like
you know what I mean we see things now
which is like we would never see before
I I don’t think i think this this trend
actually says more sadly about human
nature than it does about anything about
the media or technology there obviously
is a demand for this kind of thing or
it’s it’s almost intuitive the people
like capture terrible stuff happening
all the time and immediately upload it
and feel the need to share it
and and we have an appetite for this
kind of thing so I don’t think that
we’re more to sensitize I think we just
don’t have this gatekeeper telling us
what we should and shouldn’t pay
attention to okay okay fair enough fair
enough okay now do you think that this
is going to actually be effective do you
think that in any case like obviously
like you saw what happened with with SEO
and demand medias of the world like
content farming do you think you could
apply what what works with articles in
the video space um no I don’t think so
at all and I’m thinking of a Content
forum in terms of like you know you
submit a you submit a request for some
kinds of content or you shop the content
that’s already there the thing that why
content farms work so well is they were
cheap way to produce keyword rich
content so it was kind of an SEO thing
if you had a site and you built up some
a trust and authority and rankings with
Google over the years and then he wanted
to scale back your production cost you
go to a Content farm you buy this rich
keyword content and it was crap but it
didn’t matter it was gonna rank anyway
it was gonna pull in the eyeballs and it
would just allow you to kiss me before
tanda or is it still the case now it was
much more before panda but you know
panda changed a lot of things obviously
it really explain what panda is well
panda was a Google algorithm update
where they pretty much went after
content farms so guys who were get
ranking a lot because they had lots of
content it was very keyword rich very
big site and they knocked a lot of them
out so that’s what panda was it this one
work for video because i think the kind
of video the way video search works is a
little bit differently if you really
want to rank well for video it’s more
about how much the video was shared how
much it was watched how many people link
to it crap farm video won’t have that
effect yeah tell me about it that’s
interesting that you mentioned so what
are the criterias again that video gets
indexed how much is weird viewed shares
views backlinks because at the end of
the day you can put in a description
about the video but descriptions usually
aren’t long it’s not like you have this
big page of life farm text that Google
can just chew on and shoe on and chew on
so Google’s really counting on user base
metrics such as view shares that kind of
thing and this is why I always remind
people that as much as you know you have
to rely on distribution over building
your own destination because the
audiences are out there on YouTube the
second that you put your video on
YouTube
say guess who’s going to win an SEO
fight between you and YouTube YouTube is
going to get that traffic I’ve seen it
time and time again and like let’s face
it stuff like you know Qaddafi being
killed on film that is always going to
get a kajillion hits you know your
crappy farm video on how to make a
mojito forget about okay so one thing we
touched on and we’ve always been a theme
and you know like who coined trivia
question do you know who coined the
content the the same content is king no
idea okay we’ve covered it so if this
was a quiz you’d help that’s fine Sumner
Redstone CEO founder chairman of Viacom
not CEO sorry chairman and founder of
Viacom said that content is king and
with new distribution outlets the value
of that content grows which makes sense
now my sort of saying is that content
and distribution are two sides of a coin
one without the other is pretty useless
over time have also defined you know
evolve that into context this King and
people said well what’s context and I
said well context is actually that its
content plus distribution which is the
context targeting that’s what context
it’s it’s targeting but exactly and I’ve
actually added now a new dimension
thanks to all this AOL five min editors
room news which is context is actually
equal to content plus distribution plus
timing I think that’s maybe I don’t know
if there’s going to be a fourth addition
to that equation I think it’s missing
something but I think you’re pretty much
hitting what are we missing I love to do
there’s got to be follow-up article it
has to do some demographic variable you
know that’s the end of the day you could
get a million views on a very niche
video if you know how to reach that
niche so it’s more than just
distribution it’s okay but but wouldn’t
your talking that about demos like
demographics and audience wouldn’t that
sort of fall in distribution because the
distribution to me is the environment
and the area where then we’re defining
distribution a little bit differently I
was thinking a more technical delivery
delivery sense good i think we defined
context okay so ultimately if you had to
give connecting the dots here let’s say
you have a a company that is your client
and they are looking at ways of getting
traffic or using video would you tell
them if you had to choose you can’t say
both if you had to choose would you tell
them to focus on real time stuff that’s
happening to jump on that or screw that
that’s not a fad but it’s close to a fat
you
focus still on Evergreen timeless videos
although i can say both i will say it
depends it depends on the kind of
content or the audience they want to
reach right okay when would you use
which one I don’t know for example if if
you want to reach more mainstream wider
adults demographic you might want to go
with the timely content the stuff that
will keep them coming back if you want
to just become the number one
destination site for 18 year old males
who like to pull their putt a lot well
then you might go for more time
evergreen content such as porn or
qaddafi videos well well we’ll have to
finish off that segment on that we’ll be
right back for lightning round
Please follow and like us: