Jonathan Hills is a product developer and strategist who blogs for us about how traditional companies, particularly media brands, can reinvent themselves in the digital age.
When I began my career in digital back in the dark ages of the late 1990s, online video was something you rarely ran into. And if you did, it consisted of a postage-stamp-sized clip of blurry pixels that took about 10 minutes to stream via RealPlayer. Now, video’s everywhere. According to Comscore, over 180 million people in the U.S. watch online video every month.
With an audience that big, it’s not surprising that more and more brands are trying to grab a piece of the pie -– especially since online video advertising continues to grow at a rapid clip. So what’s the best way to build a viable online video product? Here’s a hint –- it doesn’t involve talking heads.
There are three things the Web really doesn’t need any more of. The first is group-buying sites/emails/apps. The second is photo-sharing apps. And the third is talking-head videos. Especially talking-head videos of website editors talking about something they’ve just written about 15 minutes ago. Read More →