Fred Wilson has been writing an interesting set of posts under the title “Do Tube” with advice for the new NBCU-Newscorp video venture.
(If you’re interested in how the world of online video is going to evolve, these are worth a read.)
In our view, the #1 thing that the new NBCU-Newscorp venture (or anyone else with video assets) needs to do is to provide an embed codes. As I wrote a month ago, the embed code is effectively the URL for video; not providing an embed code for your online video is like not providing a URL for your web page.
The second thing people will and should do is to make their embed codes available through an RSS feed. YouTube does it, so does Daily Motion. We’ll see more of that, I suspect.
Finally, all of this only works if you find a way for advertising to work in these embeddable, short clips; where the advertising works for advertisers, but isn’t unbearably intrusive for us viewers. A fifteen second pre-roll in front of a 30-second clip is unbearably intrusive.
The new Onion News Network is showing everyone a path to the promised land. You get a quick, not-too-painful 5 second pre-roll splash (Dewars is their advertiser now), followed by a post-roll. I don’t like pre-rolls, but something under 5 seconds is probably ok given that they let me take the video, that I can add to my pod, or get a feed of videos on vod:pod.
So here’s to the Onion. NBC-Newscorp, take note. Show the folks at Google their “ClownCo” nickname for your venture was clownish.
Filed under: Stuff We Love , Internet, Video Economics


