The 25th VideoTLV meeting took place on May 11th at the Sea Center Sailing Club, Tel Aviv Marina. The meeting topic was “Video Visions #5". 94 VideoTLV members gathered, networked, drank beer and listened to four visionaries present their impressive visions. The event was broadcast live online thanks to LiveU.
Gilli Cegla, CEO of Novawind and Curator of VideoTLV opened the meeting with a welcome statement and thanked the VideoTLV team and event sponsors. Yoram Mokady, VP Content & Regulation at HOT moderated the presentations.
Idan Gurel, Interactive and Cellular Devices Manager, YES
YES identified three main challenges when developing it’s recently launched iPad app: consistency of user experience, social media integration, and multi-screen viewing.
YES’s user experience has been matched across all its platforms, making navigation straightforward within the familiar interface. The iPad app includes content that compliments the TV shows, and a direct integration with Facebook. The iPad can be used to control the YES Set Top Box. In fact, users can log into their YES STB from up to six different devices.
YES’s iPad app is free. As far as Idan is aware, the App is currently the only Israeli one delivering HD quality video in an app for mobile devices.
Idan fielded questions about the future of YES 3- 5 years down the road, as a satellite company in the age of new-media, live mobile broadcasts, and in view of advancing competition. He believes that YES has got into the OTT play on time. He believes that YES has a good chance of continuing both as a satellite company and a content company, as there are some consumers who will remain loyal to the current platform, while others will consume content through new media channels.
Dr. Oren Boiman, CEO and Co-Founder, Magisto
Oren opened his demonstration with a long home video of his cherished baby daughter. He spared us the agony of watching her endlessly fidget on the floor by announcing that buried somewhere around the 5th minute of the clip was the first time she turned over. The clip demonstrated the problem millions of users have world wide: how does one extract the gist of their video footage? The solution: automatic video editing/extraction.
Enter Magisto, whose video analysis technology takes boring home videos, finds the action buried deep within, and magically gives the gist – the essence – in just one click. All this is done automatically, in real-time, in the cloud. The complex process is transparent to the user, who simply uploads the video and is done. A few clips can be uploaded together and Magisto will trim them into one story. Adding a title and choosing the musical score can personalize the final clip. There’s even a feature to tag the people in the clip, automatically sending an announcement to their Facebook wall. It makes sharing in real time during an event a breeze and fun.
Gabi Peles, Vice President, Products, Eyeview
Eyeview customizes online video commercials and makes them more relevant for the viewer by adding dynamic, nearly-real-time, location-based scenes that create a personal experience, increasing purchase intent in return. Thousands of versions of the same video commercial are created by adding data from local dealers for customizable parameters. An example showed an ad for an international chain of home improvement stores, in which viewers are exposed to different products depending on the current weather conditions where they are located. A viewer in sunny Florida might be shown an ad for a barbecue, listing the price at the nearest store, while a viewer in rainy Philadelphia will see the same commercial advertising a fireplace.
While watching the commercials, people are actually engaged enough to wait to discover their local content. They don’t have to make an effort to click anywhere. It’s a lean-back type of advertising, like on TV. The solution requires no player integration and works with most adservers, so the commercials can be used on all mediums and devices, on in-stream and in-banner ads and on the PC, Mobile, iPad and Connected TV. The business model is CPM.
Yoni Bloch, CEO and Co-Founder, Interlude.fm
Yoni took us down memory lane to the events that turned him into a geek-musician at age 5. As a product of the 1990s, Yoni passionately believes in video clips as a medium for songs. However, today’s generation has lower patience thresholds for watching long music videos.
Yoni’s solution is an innovative way to motivate people to watch video clips for longer periods of time by engaging and interacting with the clips. Consumers can create a unique and dynamic version of a video that is based on pre-recorded audio / video segments in real-time. Production costs are on average 15%-25% more than a regular production.
Interlude.fm makes the experience for users to pick a storyline an integral, seamless part of the video without interrupting the experience or cutting the audio. When given a choice, on average only a small percentage of users (0.1%) actively make choices, but Interlude has found that 90% of their users make their own choices. The consumer takes an active part in the production process, and people feel ownership of the final product. The average time that people spend on an interactive video is about 9 minutes, and Interlude has even tracked an average of 7 minutes for interaction with advertisements!
By analyzing the statistics about how the platform is used, the company found that there was potential for using the technology beyond pure entertainment and are currently working on an interactive documentary series.
Interlude.fm doesn’t charge per CPM because it’s hard to tell if a person actually watched the video. They use the extended length of the pre-roll ad to measure engagement.
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