The latest from TechCrunch
- Failblog, Engadget, and Joystiq Now Selling Video Ads Through Viddler AdWorks
- Twitter's New 'Lists' Feature Finally Introduces Grouping, Offers An Alternative To The SUL
- The Selling Of Google AdWords
- Touching: All Rumors Point To The End Of Keys/Buttons
| Failblog, Engadget, and Joystiq Now Selling Video Ads Through Viddler AdWorks | Top |
| Did you know that Failblog serves up 22 million video views per month, and Engadget gets at least 2.3 million monthly views for its gadget videos, while Joystiq gets another 2 million? All three blogs use Viddler , which is now selling ads directly for its top content providers though its just-launched Viddler AdWorks . Advertisers can see a directory of the top three dozen video producers on Viddler and buy ads on their videos (overlay, pre-roll, and post-roll). Viddler is selling ads against 30 million views a month collectively from those top producers, out of a total of 36 million views for all the videos uploaded to Viddler. Failblog, which puts up videos of pratfalls and people acting stupidly, on its own accounts for 73 percent of Viddler’s video ad inventory, and is a big reason Viddler’s total views have gone from 10 million in January, 2009 to 36 million in August, 2009. After that, the most popular Viddler producers are Engadget and Joystiq, which are both owned by AOL, followed by niche video like WineLibraryTV (142,424 monthly views) and Gary Vaynerchuk’s personal marketing videos, which get only 27,070 views per month). It quickly dwindles down to very small numbers per show, but Viddler is hoping to change that with its new ad network, and get more of its partners to put more of their best videos on Viddler instead of on YouTube or Blip.tv or Brightcove. For ads that it sells directly it is offering video partners ad rates starting at $3 per thousand views (CPMs) for overlays and $10 for pre-rolls. A video show that attracts a highly-focused, affluent niche audience like WineLibrary.TV can command a $10 CPM for overlays. These rates compare to about 80-cent CPMs that video producers currently get for the Google AdWords ads Viddler places in their videos today, and will continue to use for any inventory it can’t sell. The other attractive element of Viddler’s AdWorks is that video publishers can choose to sell their own ads if they think they can get a higher rate than Viddler. In that case, they pay Viddler a flat $2 CPM for overlays, and $4 CPMs for pre-rolls. So if AOL’s (or Engadget’s) salesforce can get better than a $5 CPM for overlay ads, it is better off selling ads itself ($5-$2=the $3 CPM they would get from Viddler selling the ads). Video partners also have the option to sign up for a business account , where they pay per gigabyte and can either opt out of ads entirely or participate in AdWorks to offset their subscription costs. So Viddler straddles the video hosting space between a free ad-supported model (like Blip.tv) and a hosted subscription model (like Brightcove). A video producer will have to weigh that flexibility and the guaranteed CPMs Viddler is offering against the broader reach of a YouTube or even Blip.tv, which is about twice the size of Viddler in terms of videos streamed and can now place ads in YouTube as well. Viddler remains a niche player in the online video hosting industry, but it’s never taken VC money and seems to be carving out a nice little business for itself. Crunch Network : CrunchBase the free database of technology companies, people, and investors TechCrunch50 Conference 2009 : September 14-15, 2009, San Francisco | |
| Twitter's New 'Lists' Feature Finally Introduces Grouping, Offers An Alternative To The SUL | Top |
| Twitter has just announced a new feature that is sure to excite anyone who has been waiting for the site to offer an alternative to its Suggested User List. Appropriately called ‘Lists’, the new feature will allow anyone to make a list of other Twitter users and label it appropriately (for example, I could make a list called ‘TC Staff’), then share that list with other members. Twitter writes that the feature is still in limited testing, but that it will eventually be rolled out to all users. By default any lists you create will be public, though you’ll also be able to hide them. If you choose to leave them publicly viewable, other Twitter users will be able to hit a button to “Follow this list” so they can add everyone at once. This is a big deal — until now the only convenient way to start mass following people on Twitter has been to use its own curated SUL. I won’t be surprised if we see some users vying to become the best ‘list makers’, offering comprehensive lists of celebrities, news portals, bloggers, and more. It will also be interesting to see if Twitter aggregates the most comprehensive Lists and includes them as part of the signup process (which would effectively just be the SUL in a different form). Twitter’s post describing the new feature isn’t particularly detailed, but it seems like this may have a larger impact than just discovery — it could also potentially be used for Grouping , a feature that some third party apps have offered but that hasn’t been officially supported by Twitter. In short, this will let you group the people you follow into different list (say, one for News, one for close friends, and so on), and then quickly jump between them. Twitter will be supporting the new listing feature through its API, so we can likely expect this functionality to be extended to most third party applications that don’t already support grouping. Also worth noting: a logical extension to grouping will be to support search within groups, which could help users weed out spam. Of course this is Twitter we’re talking about, so it could still be quite a while before we see this happen. ‘Lists’ may compete with sites like WeFollow that specialize in listing top Twitter users in various categories (on the other hand, these sites could actually become even more popular if they become the best places to find the most comprehensive Lists). It’s also likely going to replace TweepML , the open standard format for sharing groups of Twitter users. Crunch Network : CrunchGear drool over the sexiest new gadgets and hardware. TechCrunch50 Conference 2009 : September 14-15, 2009, San Francisco | |
| The Selling Of Google AdWords | Top |
| Throughout 2005, the year after the company went public on NASDAQ, Google commissioned multiple research agencies to run analysis on the importance of Internet search and search advertising in purchasing decisions across a variety of verticals. While part of this research – which the company probably still orders considering how important the business continues to be for Google’s bottom line – eventually finds its way to the Google AdWords product page , it’s interesting to gain some insight into what kind of studies the search giant commissioned and which conclusions the research agencies pulled from the data gathered from direct consumer surveys and other means. Below are some screenshots from internal documents used by Google to gauge the importance of keyword search in purchasing decisions for industries like B2B technology, logistics, travel, healthcare, entertainment and more which we got our hands on. Bear in mind that this data is relatively old, with some of the research going back as far as March 2005. Nevertheless, it’s a fascinating look at how Google looks at its own core business and how it apparently uses the information weeded out by research agencies to better market AdWords and related services to the verticals cited above. Below is a screenshot of a graph used in an internal Google presentation, showing survey data collected by Global Market Insite and Media Screen. The research agencies had conducted 300 web-based interviews with consumers that use the Web to research and/or purchase telecom services. In this case, they demonstrated that portals and retail shopping sites were rarely visited first by the surveyed persons when going online to research telecommunication services. 64% went to a search engine first, double the amount of people who answered that they’d visit the website of a telecom service provider before anything else. The second chart lifted from the docs reveals the agencies also found that more than 70% of all survey respondents preferred Google for their product searching needs over other engines. For the Beauty vertical, the survey also yielded some insightful data on which other influential information sources respondents indicated as important to them when purchasing beauty products on the Web. Topping the list were Print (49%) and TV (46%), closely followed by search engines searches and POS displays in stores (both 43%). Sponsored links in search results was surprisingly low in the list, with 12% of respondents saying it’s an important resource for them when buying skin care products, fragrances etc. Google also researched why people use search engines, in this case with regards to people who browse the Web in search for health-related information. The results are likely similar for most major search engines, but what I found noteworthy – considering the topic of health – is that these persons definitely don’t use search engines primarily because they consider them to be trustworthy or sources for objective information. Here are some embeds of full documents, namely research conducted on the B2B tech, entertainment and travel verticals. The Role of Search in the Business Technology Purchase Process – Use of Online for Entertainment Products & Information – Use of Online for Travel Information and Purchasing – Crunch Network : CrunchGear drool over the sexiest new gadgets and hardware. TechCrunch50 Conference 2009 : September 14-15, 2009, San Francisco | |
| Touching: All Rumors Point To The End Of Keys/Buttons | Top |
| Anyone who has followed Apple news/rumors/patents over the past couple of years has probably noticed a certain trend emerging: Apple seems to be slowly shifting its entire line of products to touch-based computing. That is to say, it’s moving its products away from buttons and keys, towards manipulation through a touchscreen interface. While obviously, MacBook trackpads have used some level of touch for a long time, this trend really started with the iPhone, which presented the first excellent use of multi-touch in a consumer device. From there, Apple slowly began adding multi-touch support to the aforementioned notebook trackpads, to the point where they all now feature it. And then of course, there’s the iPod touch, which is an iPod with multi-touch support. But where things really start to get interesting is when you look at Apple’s patents and the rumors that spin out of them. If you name any Apple product now, you’re almost for sure able to find some sort of rumor that it will be gaining touch support in the future. In fact, a few more have hit just this week; including a touch screen remote for the Apple TV and a new multi-touch enabled mouse. Touch Remote These latest two make varying degrees of sense. Apple’s current remote (that tiny white one), which comes with the Apple TV and as an additional add-on with any Mac, is pretty bad. It’s especially bad for the Apple TV, which now has so much content on it, that it can take dozens of clicks to find what you want. And God-forbid you have to search for anything (nothing is worse than text-input on that thing). But Apple came up with a very smart solution for it: Turn the iPhone and iPod touch into a remote. The result is brilliant . But would Apple really create a new touch device that is only a remote? Such a peripheral would undoubtedly be exponentially more expensive than what it costs to produce the current Apple remote. But if Apple is finally ready to consider the Apple TV a real product (rather than just a “hobby”), it could well put in the effort to perfect a new kind of remote for a new kind of living room experience. Boy Genius Report, which is reporting on the rumor, says it comes from the same source that was dead-on in naming some of the iTunes 9 features weeks before that product launched. Touch Mouse A touch-enabled mouse is much more interesting to me. Some of you may recall my rant a few months ago against Apple’s Mighty Mouse. The device, quite frankly, sucks . And really, it continues a line of Apple mice (or whatever the plural of “mouse” is) that have been laughably sub-par. And what’s interesting about that is the reason they have been sub-par: Because Apple did not want to add multiple buttons to the thing. So in that regard, a multi-touch mouse makes perfect sense. It could eliminate the need for Apple to add more buttons to make a competent mouse, while at the same time adding new input functionality that we probably don’t even realize we’re missing with current mice (swipe left, swipe right, pinch to zoom, anyone?). And the worst part of the Mighty Mouse, in my opinion, is the track ball. The reason it’s awful is because it gets dirty way too easily, and it’s annoying to clean. Again, a mouse with say, a multi-touch top, would eliminate that ball, and thus, the headache. Touch Tablet Of course, the big fish in the touch sea is Apple’s long-rumored tablet. More rumors today suggest that device could be announced in January 2010 (which is what earlier rumors suggested as well ), and would be released sometime around the middle of 2010. I don’t think I’m going out on any limb by assuming the device is real at this point (we, along with many others, have been hearing about it for months now). So when it does launch, it will likely be the most important test yet of Apple’s touch goals. For all intents and purposes it will be a computer that is just a 9 or 10 inch screen. It undoubtedly will not have a physical keyboard, which means it will be entirely touch-based. How consumers react to this will be important. I would bet that at first, many will wish there was a physical keyboard to go along with it (and maybe Apple would even offer such an accessory as an option add-on). But then, as they get used to it, many of those people will forget all about the keyboard. The same thing has happened with iPhone. While plenty of people still bitch about its lack of keyboard, most of those people seem to be those who don’t actually have one (yes, there are exceptions), and/or haven’t used the touch keyboard extensively. Many iPhone users I talk to thought they would hate having no keyboard, but now would just consider it a waste of space. Touch Beyond And the idea that a physical keyboard is a waste of space is an interesting one, and one that I definitely agree with. The notion of a physical keyboard in this day and age is kind of silly. Back in the day they made sense as keyboard keys were physically connected to typewriter letters, and pushing one would produce type. But today, on computers, touching a key simply triggers a digital signal. Really, the keys are not necessary beyond our desire for tactile feedback. And they are a huge waste of space. While it may be hard to imagine right now, eventually there will not be physical keyboards. Apple’s tablet may well be the first product that will get users accustomed to this idea. And yes, as I said, plenty will bitch. But eventually, technology will improve, and virtual tacile feedback will improve, and there will be no need to take up so much surface area on any device with physical keys that really serve no purpose. That’s not to say that all computers will look like tablets. Certainly, there is something to be said for the ergonomics of the notebook — the keyboard on the bottom with screen on top. If you had to type long emails on a tablet, you’d either be looking straight down or your arms would get very tired. But eventually, notebooks will be folding devices with two screens, one where the current screen is, and one where the current keyboard is. This bottom screen could then be turned into a virtual keyboard as needed. Otherwise, it would be a touch manipulation area — or even just a screen. Or another idea is to have a tablet computer which could be converted into a keyboard with a screen that is then projected on some surface. Or vice versa; a screen with a virtual keyboard projected on some surface. Stuff like this graces the pages of publications like Popular Science every month, and it’s probably closer than we think, and certainly closer than some of us would like to think (remember: people don’t like change). Touch Microsoft Of course, Apple rival Microsoft is working on a lot of interesting things with touch computing as well, including the Surface and touch-support in Windows 7. Microsoft’s first true test of touch in its consumers products is the Zune HD. Early reviews are good , and you can probably expect Microsoft to pass along its notes on the device to some of its phone-making partners. Meanwhile, the Surface is an interesting device but it’s still too much of a gimmick at this point. There needs to be third-party software support (we’ve been told that has been coming forever), and more importantly, the thing needs to be thousands of dollars cheaper if anyone is ever expected to actually use it. Microsoft’s TouchWall is probably the much more interesting technology to watch as it relates to consumers. But there hasn’t been much word on that in a long time. Microsoft’s touch device getting the most buzz the past couple of weeks is the Courier tablet . Unlike Apple’s tablet, which is expected to be media-centric, it appears the Courier will be a virtual notebook of sorts that you manipulate with both your hands and a special pen. It looks very cool, and it’s apparently running Windows 7. And that means it’s likely much closer than the mock-ups and videos may have you believe. In fact, it could come as soon as mid-2010, just like Apple’s tablet, sources tell Mary Jo Foley . If that’s true, Microsoft looks to be at the leading edge of the touch revolution right alongside Apple. But because Apple has much tighter control over its entire ecosystem, it will undoubtedly be able to fully shift towards touch computing first, and as such, could well become synonymous with the technology (just as the iPhone has with multi-touch, even though other devices use it). The Golden Age Of Touch Computing, as we know it, is on the verge of a transformation. The input devices of yesteryear finally look ready to be replaced by methods that are not based on technologies that are decades (the mouse) or even centuries (the keyboard) old. It won’t happen right away, but it is starting to happen already. We just need devices like the ones listed above to serve as gateway drugs to touch. I, personally, can’t wait for my Minority Report -style computer system (yes, I seem to bring this up every few months). But for now, I’ll settle for a multi-touch mouse. Oh, and a touch tablet. No matter who makes it . [Minority Report images: 20th Century Fox/Dreamworks] Crunch Network : MobileCrunch Mobile Gadgets and Applications, Delivered Daily. TechCrunch50 Conference 2009 : September 14-15, 2009, San Francisco | |
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