White-Labeling Online Video

White-Labeling Online Video

AUGUST 15, 2007

FeedRoom clients move beyond YouTube.

Bart
Feder came to the online video sector with 20 years of broadcast
management and production experience. Most recently Mr. Feder was news
director at WABC-TV, the Disney/ABC flagship station in New York.

In 2004, Mr. Feder was named CEO of The FeedRoom, an online video service provider, with clients such as The New York Times, Wal-Mart and BusinessWeek. Mr. Feder talks about the difference between TV and online video production and how companies connect with ad networks.

eMarketer: What’s special about FeedRoom?


Mr. Feder: We’re a white-label service provider. We
provide the infrastructure for companies to put high-quality, scalable
video on their sites. We also help companies integrate video into their
overall business objectives and strategy.

With the white-label service, clients get quality and security,
but they can put their own branding on the video and present it in the
context they want. We also handle metrics.

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eMarketer: How do ads fit with what you do?

Mr. Feder: FeedRoom manages ad delivery for clients. Ad
sales are up to the clients, who know how to get better CPMs for their
brands than we could. FeedRoom gets the insertion order, but ad sales
is not our business.

eMarketer: Do you work with clients on content creation, including formatting or other technical details?

Mr. Feder: We share best practices and try to help
content creators with ROI. For instance, a TV mentality doesn’t always
make sense online. Streaming TV commercials might not work.
High-production value is not necessarily required to create compelling
content for the Web. It depends on the audience, of course. This goes
especially for user-generated content. Clients have to decide who in
their community they want to contribute content: Is it vendors?
Salespeople?

Some clients have a better idea than others about what they
want to do. As for the technical side, we handle formatting, user
experience and syndication tools.

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eMarketer: How does podcasting fit into the mix?

Mr. Feder: If you have a digital media strategy,
podcasting is just another platform. Scaling means that the type of
serialized content common with many podcasts is as easy to deal with as
one-offs. The same thing goes for videos in blogs.

eMarketer: Why does someone need FeedRoom when there are
other hosting sites and ad networks? Where is FeedRoom in the online
video landscape in comparison to YouTube and TV networks?

Mr. Feder: Well, when something’s important, you might
want to hand it to professionals. Since it’s white-labeled, clients can
do what they want with it.

Anyone can create a video and post it to YouTube. But if you’re
a business, and you put that on your site, you then have a YouTube clip
embedded on your site, which might not work so well with your branding.

FeedRoom provides clients a way to control branding, data,
metrics and the like. It lets companies distribute online video in a
controlled way that contributes to ROI.

Changing the oil on your car is something most people could do
if they had to, but choose to let professionals handle instead. Turning
video into a business application is different than a consumer video.

eMarketer: Where do you see yourself as online video business and advertising models evolve?

Mr. Feder: We like being a service provider. Being an
outsourced service helps clients avoid all the experimentation but get
the benefit of the latest ad types and measurement models.

eMarketer: Are there any metrics that are especially tough to get? Is online video any different in this respect from other media?

Mr. Feder: There is so much more data available now than
before that sometimes it’s confusing that it’s not enough for some
people. There are certain privacy issues that have to be considered,
but opt-in and our metrics yield distribution data and all manner of
metrics. Far more data are being created than are being used.

It’s more about targeting than collecting every last piece of
data. Referrals are traceable to where an ad played, how long it is and
other details. We can help clients integrate with Omniture and other
sophisticated metrics.

eMarketer: What do marketers need to know about online video?

Mr. Feder: There is a tendency to look at online video as
a silo on the Web. It’s not. It’s a media type. It will be integrated
into the Web experience just like text and graphics have been.

IPTV, for instance, is TV on a non-TV device. This is
different than the experience of online video. There is the consumption
of long-form content on something other than a TV, then there’s
short-form content that will be integrated on the Internet. That
underlines the difference between Web video and IPTV. It is defined by
length of content and user experience.

You won’t go to any site 18 months from now without video on
the front page, even though not every site is a producer of video
content.

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