KnowledgeVision - Project Yourself. Anytime, Anyplace, Online.

Support Portal | Blog | Client login: KVCentral

Contact Sales (781) 259-9300
 
 

The State of Online Video: When Medium Obscures the Message


Comscore online video market talk screenshot

Illegible slide text, amateurish camerawork, and even a banner ad obscuring some of the data: is this any way to present an important corporate message?

It was an ironic, almost surreal experience to watch the online on-demand version of the “State of Online Video” — a talk given by ComScore’s Dan Piech at the Online Marketing/Media/Advertising (OMMA) conference.  On the one hand, the data and insights Dan presents are uplifting and exciting about the further growth of online video.  On the other hand, the experience also showed how very far online video has to go, for the online version of the presentation was embarrassingly poor.  It’s one of those situations where the content is intriguing but the medium makes it virtually unwatchable.

In other words, the medium gets in the way of the message, big-time.

Several problems were immediately apparent:

  • Because the video is distributed on the free UStream service, it’s constantly interrupted by ads — at best diverting attention, but often obscuring the content on the slides
  • The video is streamed at a resolution that is too low to be able to read the slides
  • Some of the slides have details too small to be viewed on video at any resolution
  • The camerawork is amateurish

It’s beyond comprehension why a company like ComScore would allow itself to be represented like this — ESPECIALLY when talking about online video to a sophisticated audience that’s interested in online video.

True, the folks at ComScore probably just taking the feed that OMMA gave them, but if you’ve got an important message that is going to be viewed again and again on your website, why not take the hour to recreate the presentation specifically for your website using an online presentation platform?  Now, all the slides would be super-crisp, the presenter would always be in view, and ComScore could put footnotes and links in strategic places to encourage viewers to look up ComScore reports and advisory services that give more information to back up the summary statistics presented on the screen.

Hopefully, 2011 will be a year in which companies learn not to “just settle” for UStream/YouTube quality video presentations, and “up” their game.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

 
 

Contact Info


(781) 259-9300

Our Headquarters Address

Lincoln North
55 Old Bedford Road, Suite 103
Lincoln, Massachusetts 01773


View Larger Map and Get Directions

What Our Clients Say

Ed Youngblood, Alcatel-Lucent:
"KnowledgeVision is the next generation of content delivery."

Dr. Stephen Gardner, Baylor University:
"KnowledgeVision gives you a lot of flexibility in creating great looking online presentations. I don’t know any other technology that gives you that kind of control."

Michael Morton, Diversified Business Communications:
"There’s no other good software that does what KnowledgeVision allows us to do."

Steve Fowler, VideoExperts:
"We couldn't be happier with the unique branding, efficient navigation, and overall viewing experience that KnowledgeVision provides."

Doug Jensen, The Aberdeen Group:
"It's brought our research to life."

Shannon Hart-Reed, Oxfam America:
"It answered my prayers."