ThePeloton

The Peloton at Publishing Expo

2012-02-27T18:13:00.000Z

It's awards season and we're getting in on the act. The Peloton is going mob-handed to Publishing Expo 2012 at Earls Court 2. Come and see us on stand B:13 where, on Wednesday 29th between 10.00 and 11.30 am, you will get the chance to hold an actual Oscar...yes, a real one.

It was won by an associate of The Peloton, the late Ken Weston, for his work on Gladiator. Swing by our stand and take up the opportunity to have your photo taken.

And if you fancy a bit of intellectual nourishment, head over to the Production and Design Theatre on Tuesday 28th between 15.10 and 15.50. The Peloton's Adrian Smith will be taking part in a seminar on web video. We hope to see you there.

www.thepeloton.tv

Yinka Shonibare MBE

2012-02-10T14:00:00.001Z

The Peloton is immensely proud to have helped produce the latest film work by the artist Yinka Shonibare MBE. The film is part of an exhibition in New York's James Cohan Gallery which opens February 16th and is running through to March 24th. In this multi-part exhibition of new work, Shonibare explores the concept of destiny as it relates to themes of desire, yearning, love, power and sexual repression.

The film, Addio Del Passato, (“so closes my sad story”) features the character of Frances Nisbet, Lord Nelson’s estranged wife, singing the eponymous aria from the last act of Verdi’s opera La Traviata. Shonibare finds a parallel in the story of Nelson’s betrayal of his wife and his passionate love affair with Lady Hamilton to the feelings of loss and yearning as expressed by the opera’s heroine Violetta on the eve of her death.

Yinka Shonibare MBE lives and works in London, UK. He received the prestigious Fourth Plinth Commission in Trafalgar Square from the Mayor of London in 2009.

The Peloton is a video production company that specialises in business communication.

For further information, please contact Jane Cohan by e-mail or by telephone at (+) 212.714.9500.
http://www.jamescohan.com/exhibitions/2012-02-16_yinka-shonibare-mbe/press-release/
www.thepeloton.tv
matt@thepeloton.tv

Paid for Comment, Part Thirteen.

2012-02-02T16:34:00.000Z

Publisher + brand + good idea + results = award.

We love a success story, it makes us all warm inside. Especially when we
can say that we have contributed to that success.

Leading global sci-tech technology website The Register has built a
tremendous following in that it publishes news and thought to an audience
of highly engaged IT professionals. The brief from Microsoft was that it
wanted to position itselves as thought and technology leaders in cloud
computing. It wanted to combine this with a lead generation element. The
Register's solution included a new content channel on cloud computing
including a forum. With news, features and integrated Microsoft content
this was published in the channel, a mobile app for all smartphones, an
iPad and a tablet app. Video was integral to the campaign and included: a
series - produced by us - on businesses making a difference through their use of
cloud solutions; expert live broadcasts and one-to-one engagement
with The Register's IT professional readership.

The result was that The Register successfully delivered a big lead target,
and the website was also the first in the world to host content pulled from
the LinkedIn API. You can see the channel here...
http://www.theregister.co.uk/cloud/

To cap it all off, it won the IPA Media award for Most Effective Online
campaign. Our invite for the awards night sadly got lost in the post.

Leading publishers in their field are in a unique position to ensure the
success of content marketing campaigns. If worked with properly and in an
equal partnership they can deliver content to their audiences as The
Register has done and truly deliver results in a way that's not available
through any other medium.

Publishers are reacting to a slow advertising market and are looking to offer
solutions. If you are clear on your objectives and what the success metrics
should be, you can clean up.
www.thepeloton.tv
jon@thepeloton.tv

Paid for Comment, Part Twelve.

2012-01-09T17:09:00.000Z

The Paid for Comment team have been quiet recently and some of you may have been concerned as to their well-being. Its OK, they're fine. People keep paying them for comment, hence been a bit quiet. However a month is along time in Content Marketing and branded video.

So rather than review 2011. We feel that it is time to look forward with excitement, a touch of anxiety and a tear in our wind-beaten eyes so here are some of our predictions for what B2Bmarketing.net (http://www.b2bmarketing.net/blog/posts/2012/01/06/video-%E2%80%93-one-watch-2012??utm_source=twitter) call the Year of Video.

1 - Content and context. Though there is a pretty unanimous opinion that producing engaging and professional content will be the focus of marketing depts. in 2012, what does get forgotten is its distribution. There is a horror story of a corporate brand who paid £100,000 to make a superb film related to the brand's identity which, after 2 months, had received 21 plays on its Youtube channel. Before any content is made, the distribution of the film has to be planned. It can (and should) affect the story of the film.

2. Publishers are your Partner. Publishers have the access to your audience and are also great content makers who know how to communicate to the audience. Use them. They can be your content team. Quite often the leader in a field might be too costly and charge big premiums for access. However smaller and more niche publishers will always work twice as hard and for nothing like the cost of the leaders.

3. 2012 is the year of video. People are more and more time pressed. Execs. need information quickly, website users have a lower attention span (sadly). Video get the information to the recipient quickly and saves on reading through reams and reams of information until they get to the best bit. It's amazing how much can be communicated in 3 and a half minutes

4. Jobs aplenty. For all of those journalists, copywriters and creatives that have hit skid row, fear not. If your redundancy money can still keep you, there will be work from brands, publishers, content agencies and The Peloton which will be able to put a smile back on your face and allow ideas to flow all over again. It may not be permanent work but then everyone does their best work freelance.

5. Get social, get mobile. Taking traditional desktop content and reformatting for a mobile screen doesn't help anyone – you or your audience. When someone is visiting your website from a mobile device, they need content that fits their mindset, Quick, easy, digestible, actionable and retraceable. You can't ignore mobile devices for your content delivery so plan it in early.

6. Interactive video. Video, as everyone is predicting, will be rife in 2012 and beyond. How rife will it be though when it can be measured and the video commissioner gets tangible results. Interactive video does that. We agree with Joel Harrison editor of B2B marketing when he says 2012 will be the year of video... only we think that interactive video is what could drive it into the stratosphere.
jon@thepeloton.tv
www.thepeloton.tv

Property Week and The Peloton

2012-01-05T16:56:00.001Z

LONDON, January 4, 2012 -- /PRNewswire/ --Giles Barrie invites PropertyWeek.com's audience to take part in its first ever interactive video survey, capturing the market's opinion on European retail.

Launched the same week that MAPIC, Europe's premier retail event opens its doors to thousands of delegates, Giles Barrie asks what the future holds for developers, investors and retailers via an innovative medium - interactive video.

The interactive video poses the viewer a variety of questions which they answer by clicking on the video. Questions vary from asking what will be the best emerging retail property city in the next three years, to the impact of online retailing.All viewers will take a different path through the interactive video depending on their profession, be it developer, investor or retailer, with targeted questions for each sector.

Positioned within a dedicated microsite for MAPIC, this survey aims to involve property professionals in the biggest questions surrounding retail at this time.With the retail industry embracing the age of technology in a bid to evolve and survive the changing buying habits of consumers, Property Week aims to use this innovative and simple interactive video as a source of engagement which will reap valuable results for its audience.

View and take part in this interactive survey now at http://www.propertyweek.com/news/industry-events/MAPIC-2011

This video was produced by the Client Solutions team for Property Week in conjunction with The Peloton.

The Client Solutions team at Property Week magazine create bespoke target solutions for clients using our expertise across print, digital and live channels.To create your own interactive video or marketing solution with Property Week Client Solutions please email martin.hurn@ubm.com or call +44(0)20-7560-4291.
http://www.thepeloton.tv/interactive.html
adrian@thepeloton.tv
020 31426761

The Peloton’s Interactive Top 5.

2011-12-14T12:17:00.000Z

From ad campaigns to music videos to polls, 2011 was the year when brands started to wake up to the potential of interactive video. So 2012 could be the year when it comes of age, especially for brands and businesses that are seeking innovation and customer engagement.

At Peloton Towers, we’ve done a show of hands on our five favourite interactive videos this year. And, as you’ll see from our choices, it’s not just the big boys that made our festive list.

5 – Google Chrome. As you’d expect from the tech gods, this video commercial to explain and promote Chrome is cool, classy and imaginative.

http://www.youtube.com/watch?v=7VjDuJaxkSQ

4 – University of the Fraser Valley. This video is proof that you don’t need a big budget to promote your services. The film may be unsophisticated but it looks like they had fun making it.

http://www.ufv.ca/get2knowUFV

3 – Make Justice Work. We should like this one – we made it! Like a choose-your-own-adventure book, this campaign video allows the viewer to decide the fate of a fictional character and witness the consequences.

http://www.communityorcustodyvideo.com/

2 – BT Vision. This video guide is quite simply a good-looking and easy-to-use showcase of interactivity.

http://www.productsandservices.bt.com/consumerProducts/displayTopic.do?topicId=33387

1 – Uniqlo’s Innovation Project. A seriously big budget and a serious wow factor, this interactive catwalk blew our collective minds.

http://www.uniqlo.com/uip/us/

If you agree/disagree or have seen other great uses of interactivity in video, then feel free to comment or offer alternatives.

www.thepeloton.tv

Adrian@thepeloton.tv

The Power of Video

2011-12-07T11:44:00.001Z

Preview Networks is a European video distribution network in the entertainment and social sector. They also write a very good blog on video. We couldn't help but steal this one as it makes a great case for why companies should invest in video....

Recently I have been asked for several sources that document why video is such a good marketing tool, so I thought I would dedicate a blog to documenting this trend. By gathering all the good tid-bits of information from the past year, here is an online video roundup. It includes links to previous posts in addition to external sources that sum up the power of video.

Online Video Trending Up: This sums up 2010′s online video numbers by including links to 3 different reports. Here’s a blog-bite: “Consumers favor short form content over full 30-60 minute programs, as 42% of video is consumed at the workplace in “snackable,” shortform clips” (YuMe Online Video Attitudes Whitepaper).

The Growth of Branded Content: The beginning of 2011 showed investor confidence in online video as $477 million was raised in Q1 alone, to support businesses focusing in this area (VideoNuze Blog post). Consumers are watching more video, and the industry is acknowledging the trend.

Leveraging the ROI of Video: Video increases conversion rates, encourages sharing, and creates a more engaging experience for the consumer, and a blog post by video-commerce.org tells you how to leverage that ROI.

Product Videos Improve Consumer Decision Accuracy: In case you need a little academic theory to back up the trend, read this blog to find out how consumers, as cognitive misers, are drawn to video versus text heavy sites.

Brands that Embrace Video Improve Sales: This post links to case studies of brands like Zappos and Lands’ End who are capitalizing on their e-commerce strategies by incorporate video into their online marketing strategies.

Online Video is Content Marketing of the Future: A data-packed post with sources from comScore, Forrester, and Business2Community.com supporting the power of video. “The combination of moving images, still pictures, graphics, sound, and text – with interactivity and mobile devices – appeals simultaneously to multiple senses making online marketing video the ultimate way to communicate, engage, and capture consumer attention” (Rick Dearborn, B2C).

The Secret Ingredient for Engaging Content: Check out a recent case study done by Getty that captures how to create powerful and engaging communications with video, and get introduced to the concept of The Content Graph which is the base for many future blog posts, and where we see this trend going.

The Role of Brands as Media Companies: Brands like Burberry and Ralph Lauren are leading the content marketing trend and utilizing their video assets to become more like media companies than designers.

I hope you enjoyed this review of past posts. Stay tuned for more future posts documenting this trend.

About Preview Networks:-

Preview Networks is Europe’s largest preview distribution network. We serve websites, social networks, mobile apps and internet TV. Our content is available on MSN, MTV, iTunes, The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online media. We work with more than 300 brand and entertainment companies. Learn more on previewnetworks.com.

www.thepeloton.tv

jon@thepeloton.tv

Paid for Comment, Part Eleven.

2011-11-28T13:05:00.000Z

We've come over all unsure, a little should we say, undecided. We are very much sitting on the fence.

We at The Peloton are great believers in brands partnering with media companies to produce commercial content that gets the sponsor's message across whilst also giving the users something good to read/watch/interact with. Media companies are undoubtedly the experts in their field and know their audience. Most importantly they have perceived independence... No matter how good a brand's own developed content, they will have to work really hard for the ear of the recipient.

MSN has had a content solutions team in place for many years (as have most clued-up publishers). It has recently released this...www.newthinking.uk.msn.com. Sponsored by Hyundai, it is part of MSN's challenge to get users to think more and challenge themselves which handily fits with Hyundai's strapline New Thinking, New Possibilities. MSN has used excellently produced video (the best example of this that we have seen yet), blogs, a New Thinking widget, a Hyundai competition area... All sorts. They also add to the mix Kevin Spacey, Joseph Fiennes, the World land speed record holder and the footballer Ian Wright amongst others.

It's great. MSN allowing a sponsor to work with its resources in a very creative way. The reason why we are a little stuttering in our recommendation is this. 99.9% of B2B marketeers will not have the budget for this. This is no doubt a fair whack going to MSN once it's reached its targets.

However, (and hear this loud and clear) publishers are staring at the fact that the days of high display advertising revenues are over. The media companies who cater for your market will be able to offer something like their version of Hyundai's and MSN's New Thinking. Only they will be looking for cost a tenth of the US behemoth.

Publishers are having tough times. Now is the opportunity to use this to your advantage.
www.thepeloton.tv
jon@thepeloton.tv

Video and B2B: A Marriage Made in Heaven.

2011-11-23T13:40:00.000Z

The British Library was an apt venue for the recent B2B marketing shindig. In this venerable seat of learning, marketing folk gathered to listen to words of wisdom from such gods of technology as Cisco, Google and IBM and digital consultancies such as Birddog and Cyance.

Amid the extravagant claims, the mind-dazzling facts and the snappy sound-bites, there were some genuine nuggets suggesting that video will play an increasingly important role in the B2B marketing mix.

According to Steve Kemish from Cyance, “B2B and video are a marriage made in heaven”.

We got the chance to interview some of the conference speakers including Steve, here’s what a few of them had to say....

www.thepeloton.tv

Adrian@thepeloton.tv

Paid for Comment, Part Ten.

2011-11-10T15:54:00.000Z

Phew. So that was 9 hours of speakers, presentations, jaw aching chitter chatter and a Friday evening worth of video at the superb Accelerate: Peak Performance Marketing Conference from wonderful B2B Marketing (http://www.b2bmarketing.net/).

Like most people, I enter a conference with a number of fears. Mine is usually that someone will work out I'm a fraud. Others worry whether it will be a day badly spent, how can they not answer their Blackberry until at least lunchtime, or will they know I ate raw garlic and then keep burping it up again. Not so for this gem at the British Library.

Said B2B conference brought the UK's business marketeers all into one room so that they could hear from a number of advisors, peers and consultants about everything that is wrong with B2B marketing and what they should be doing that is right. We'll be publishing the videos on the B2B marketing website over the next week or so and you'll be able to share in all that good stuff then.

Full marks should go to...

Cisco - For showing us their programme for the Olympics (and showing 2 videos).

Psion - (yes Psion) for showing us how a business can embrace social media and not be naff, in fact do very well from it (and for showing a video).

Cyance - very witty and erudite marketing help from their ex rock and roller (well, he seemed that way in the bar afterwards) front man who laughed at our team's tshirts (and for showing a few videos).

Google - no matter how much you don't want to like the big cheese they always seem so decent (and for showing 4 videos).

The rest didn't show any video but still some great thoughts and insights left everyone (that I spoke to at least) with a massive to do list and a self imposed 'could do better' mark against their name.

Lastly it seems that everyone will be producing well made videos from now on... case studies, product launches, thought leadership, interactive... and that makes us happy.

jon@thepeloton.tv

www.thepeloton.tv

Using Interactive Video to Make Justice Work.

2011-11-07T16:45:00.001Z

'Community or Custody' is a campaign to investigate whether community sentences work better than prison terms to stop persistent offending. ThePeloton has teamed up with Make Justice Work to launch an interactive video to promote the campaign.

The video features a fictional character called Peter. However, his story is based on real anecdotal evidence offered by ex-offenders. Using ThePeloton's unique interactive video service, viewers get the chance to choose Peter's fate and witness the consequences.

Please take a look, just follow the link...and decide what kind of sentence Peter should face. The cause is worth supporting too!
http://www.communityorcustodyvideo.com/

adrian@thepeloton.tv
http://www.thepeloton.tv/interactive.html

Another day, another technology film.

2011-10-21T10:40:00.000Z

Fast becoming the technology filmmakers du jour, ThePeloton is pleased to reveal the latest series of videos for IDG Communications and the new Samsung Galaxy Tab. IDG Comms not only has its own websites but it can also pass content on to the rest of its network of hundreds of partner tech sites. Therefore increasing potential audience into 10s of millions of tech users. That's like the BBC + ITV most evenings.

In this instance, it wanted a range of people to play with and give their impressions of this rival to Apple's Ipad. We quite like the Tab because it handles flash better; so we'll be kitting ourselves out with them soon. In the meantime click on this site and take a look at the films. There'll be nothing you don't know.... about anything, ever... after that. www.pcadvisor.co.uk .

www.thepeloton.tv

jon@thepeloton.tv

Video Case Studies: Spreading the Word.

2011-10-18T14:33:00.000Z

For businesses, client testimonials are a great way of spreading the word about the quality of your services. We believe that video case studies can take this a step further. Films can have a greater impact than text and they're ready made for sharing. Some of our clients tend to agree.

GI Direct is an integrated marketing company that specialises in direct and transactional mail. GI asked The Peloton to film and edit a number of case studies to showcase its solutions. And here's the first fruit of the partnership. Click on the link below to watch the video.

http://www.gi-solutionsgroup.com/index.php/gi-direct

According to Tara Pickles, GI Direct's Marketing Manager, "Peloton have been professional, intelligent, supportive and flexible in helping GI Direct to make great films to promote our business and focus on the issues in our industry. It has been a pleasure to work with them and I would not hesitate to recommend their services."

Now why didn't we capture Tara's testimonial on video...

To see how your business can harness the power of web video, visit us at:-
www.thepeloton.tv
adrian@thepeloton.tv

Paid for Comment, Part Nine.

2011-10-12T17:18:00.001Z

Anything rushed and unplanned will usually not do what it was intended to do. The same is true of producing video content. Without a plan that identifies what the message needs to be, the content will be a costly mistake.

So the momentum behind content marketing and brands becoming their own content creators (http://www.business2community.com/marketing/content-is-no-longer-king-a-look-at-what-really-matters-047210) is great for a service offered like ours but it's also a concern as there could be a rush to making content, not all of it good quality.

We work a lot with publishers as they have the audience. However, possibly the most interesting media businesses are those that create content for clients and then have a hand in how it is distributed to the intended audience (it used to be known as customer publishing). Companies like John Brown Media, Forward Group and Sunday Publishing.
http://www.johnbrownmedia.com/
http://www.theforwardgroup.com/
http://www.sundaypublishing.com/

This is an interesting time for brands. There is a lot of noise and proof of concept being bandied in the marketing press. Our advice to those brands is take time, understand the message you want to communicate and get the professionals in.
www.thepeloton.tv
jon@thepeloton.tv

New Filming Facility in Central London

2011-10-01T13:52:00.000Z

ThePeloton’s new central London studio is up and running. This 120 square foot facility can accommodate multi-camera or single camera shoots. It’s fully equipped with autocue and has cool LED lighting. It has green screen capability and our cameras are HD.

As you can see from the picture below, the studio is suitable for on-camera presentations, roundtable discussions, product reviews and webcasts.

(Presenter Nina Sebastiane in action fronting up a video campaign for Campden Media)

The studio is centrally located and easy to get to. Just take a left when you leave London Bridge station, keep going past The Shard.. you’re nearly there.

For more on ThePeloton and its online video production services, please visit the website below or get in touch.
Adrian@thepeloton.tv
www.thepeloton.tv

It's all about us..

2011-09-23T15:23:00.000Z

In a world of marketing guff and adspeak bobbins, sometimes it's better to let others do the talking. That's why we've produced a new showreel including testimonials from some of our favourite people talking about the video content that we've produced for them.
Please take two minutes of your precious browsing time to watch, you might just like what you see.
adrian@thepeloton.tv
www.thepeloton.tv

Paid for Comment, Part Eight.

2011-09-19T10:45:00.001Z

Sometimes, while we are not out roaming the length and breadth of the country to make the latest film to be magnificently broadcast across some of the finest media websites on the globe... (pause for breath) we like to gaze into the world of the marketeer and see how video content might affect what they are up to.

So off to the B2B marketing conference we went. The subject was Content Marketing and speakers were experts and agencies who master the art of content curation. Here are the 10 points that we learnt for you dear reader.

1. This was the best attended seminar that B2B Marketing has put on. The audience was full of marketeers from across the spectrum copiously taking notes.
2. Agencies are very fond of flow diagrams to demonstrate the different components of the 'sales funnel'.
3. Marketing and Measurement business Eloqua has a very good and informed (if not a little American) content marketing blog.
4. Less is More - Don't just publish reams and reams of the stuff - make it relevant, entertaining and impactful.
5. Video content is key to reaching decision makers.
6. Can't remember the source but apparently 65% of Senior Business Executives visit a vendor's website having seen their video.
7. Also can't remember the source... 75% of executives watch work-related video.
8. If a B2B marketing agency doesn't do content, the end is nigh.
9. Facebook - Doesn't work for business.
10. When you do a presentation don't use the term 'Great big F*ck off...' There was an audible intake of breath and a mass crossing of arms and the audience was lost.

jon@thepeloton.tv
www.thepeloton.tv

Distributing original video content effectively: Paid for Comment Part Seven

2011-08-30T15:26:00.001Z

There's no doubt that many brands are making their own content and sometimes this is great stuff. This could be in association with other media companies or striking out on their own with their own content teams to make effective content that meets a messaging objective. What is often forgotten about however is: how do you get it seen?

Many brands have spent a lot of money creating great, shiny new video and haven't thought how to get it seen. It's often left on the company's website somewhere and forgotten about as minds move on.

For brands that appeal to a younger audience there is no doubt that an effective social media strategy will help get the content seen so pop over to Bermondsey and Brick Lane and you'll find any number of sassy social media entrepreneurs around that can help. We, on the other hand, wonder about professional products and services for grown-ups. How can your content reach the people that matter?

Our experience as brand entrepreneurs leads to three distribution tactics:
1. Work with a video seeding company (such as Unruly Media). They will make sure your video is seen in relevant and sympathetic editorial websites and flagged up so it's not ignored. In fact you only pay them once someone has viewed your content.
2. Work with a publisher. If you are producing content in partnership with a website publisher rather than as an advertiser this is how you get them working their audience for you. Each industry has its own specialist media. What you need to find is one big enough and willing to go the extra mile to help your content be seen.
Take a look at Microsoft on The Register, Shell on The Economist or Alix Partners on the FT.
3. Brands can manage distribution themselves if they have a good customer mailing list. We have worked with the CBI and produced for them a video magazine around the very relevant topic of flexible working and employer/employee relations. You can see this magazine here... http://content.yudu.com/A1sg86/CBI-Thinkingpositive/resources/index.htm?referrerUrl=

As well as the thousands of views received from its member and distribution list, it was debated on the Today programme and the pages of The Guardian, Times and FT. Quite a decent result we think.
Prime Ministers often feel the need to repeat things three times. So not to feel left out... when planning your content campaign remember distribution, distribution, distribution.
jon@thepeloton.tv
www.thepeloton.tv

Hot in the City.

2011-08-22T14:56:00.001Z

You go away for a spot of rest and recuperation and return to Blighty and ‘r&r’ of a different kind...riots and recession. Meanwhile, in my absence, ThePeloton has gone all cultural.

Whilst the country simmered, our creative team members were sheltering from the angry mob in the genteel surroundings of Syon House in West London. They were busy shooting a film for the artist Yinka Shonibare MBE. Yinka’s ’ Nelson’s Ship in a Bottle’, features on the fourth plinth in Trafalgar Square. http://www.yinkashonibarembe.com/present.html. ThePeloton’s film for Yinka will be shown in New York next year.

As well as the Yinka shoot, avoiding the riots and working on commissions from clients such as the CBI, The Register, Asus and Crucell, we’ve recently dipped our nicely manicured toes into the weird and wired world of Kate Maltings - Video Diarist. ThePeloton was tasked by the digital publishing giant Glam Media to create a series of videos sponsored by Canesten.

We scripted, directed, filmed and delivered 3 films following the trials and tribulations of a modern girl's summer. The project showcases our work as well as Glam Media’s bespoke ad unit, which houses video as well as links to all sorts of super microsites, competitions and content created by Glam’s in-house editorial team.

http://promos2.uk.glam.com/demo/?s=eyJzaXRlIjoiMyIsInNsb3RzIjpbeyJzbG90IjoiMzAwIiwiaWlkIjoiMzYzMTYifV19

Bring on Autumn, we could all do with a rest!

www.thepeloton.tv

Adrian@thepeloton.tv

Paid for Comment, Part Six.

2011-07-04T16:00:00.007Z

We've seen the future and it comes from the unlikely source of IPC and its title - which each of the over 30 year old members of The Peloton have subscribed to at some stage - The NME.

While Habitat, Jane Norman and TJ Hughes were either going out of business or shedding stores locally, the media world was also witnessing a number of its traditional behemoths seeing their last run off the printing press. Computer Weekly and Personnel Today closing altogether. Nursing Times going from weekly to monthly. New Media Age is no longer a print title and the Guardian Media Group will now be a 'digital first' company. It would run out of money if they were to stay as they are.

It may sound like an industry in distress, but, like retail, publishing has entered a new era. Those High Street big brands that didn't move with the time and present themselves to a modern, less loyal audience are on their way out. It's the same with publishing. We are seeing developments daily that the penny has dropped. It's not the recession that has damaged their business, it's their inertia in making that step change.

The NME has presented a very decent video channel... http://www.nmevideo.com/ (if you can get past the Coldplay, Best of).

And how much better are these comment pieces on the Guardian than the usual mix of bile and banalities from today's print columnists... http://www.guardian.co.uk/commentisfree/video.

Of course, these days, the folks at Peloton Central are more likely caught perusing the Wall Street Journal than the NME, that's why we personally like this....

http://online.wsj.com/video-center?mod=WSJ_formfactor

Remember, it's evolution not revolution...man!

jon@thepeloton.tv
www.thepeloton.tv

Web Video: Going Beyond the Pre-Roll

2011-06-28T11:13:00.004Z

Interactive video is finally starting to deliver on its promise and it’s the B2B sector that’s reaping the benefit. The video production company ThePeloton.tv is at the forefront of this step change for online video. It’s developed its own application which is flexible, instantly measureable and offers a boost to a brand’s bottom line. This service can be used for consumer brands and click-to-buy but it’s particularly suited to the B2B sector which targets a smaller but more dedicated and engaged user.

ThePeloton has produced bespoke interactive video solutions for the banking, pharmaceutical, publishing and software sectors. Its creative team has partnered with the likes of IDG and Campden Media to run successful campaigns using interactivity. The brands that have used the service include:-UBS; Pfizer; Bayer and Advent. One client even suggested a country wide product sales spike was down to the interactive campaign.

About Interactive Video.

Interactive video engages an audience in a smart way that's more compelling than linear online video. It's a two-way conversation that requires the viewer to answer questions on the screen and interact with the content. It can be used to collect intelligence and data, generate new leads, drives sales, heighten engagement and measurement. All the information gained from ThePeloton’s interactive video service is presented and made available to the client on a custom-built and easy-to-read dashboard.

To get the inside scoop on the interactive video offering and get a glimpse of the future of business communications, please follow this link. http://www.thepeloton.tv/interactive.html.

To talk to our creative team, contact Adrian Smith or Jon Westbrook on +44 0 20 3142 6761.
www.thepeloton.tv

Paid for Comment, Part Five.

2011-06-10T14:55:00.003Z

At Peloton Towers, we believe that the online video market is rapidly growing up. Web video is no longer the unruly, attention deficient teenage of just a few years ago. And the stats are starting to stack up. According to comScore, both the average length per online video and the average minutes people spent watching online video have increased in the UK. In December 2010, the average online video in the UK was 5.5 minutes long, that’s up 25% since September 2009.

At the recent PPA annual shindig, we mixed and mingled and quaffed Sauv Blanc with the good and great of the publishing world. In between glasses, we also did a spot of work. We got to sit down with some of the leading players and probe them about how important video is to their brands. But, according to the CEO of Dennis Publishing, James Tye, one size doesn’t fit all. “The Week is one of our biggest brands and that’s words and pictures and that stays words and pictures. A product like iGizmo, which is an iPad and digital mag, has a lot of video and that’s clearly key to the product.”

Over at Future Publishing, CEO Stevie Spring told us why video is particularly important for them. “The tablet screen allows you to interact with the content in an audiovisual way and that’s really exciting. It’s no coincidence that our new head of UK business comes out of being Chief Executive at ITN.”

It appears that the big names are buying into online video just as the market is maturing. We wouldn’t want you to get left behind. To watch our video, click on the link. It’s well worth a couple of minutes of your precious online grazing time.

www.thepeloton.tv
adrian@thepeloton.tv

Paid for Comment, Part Four.

2011-05-30T21:52:00.002Z

Our editor got stuck in Iceland (not Kerry Katona's hangout - the country) hence we went a little quiet. He's OK, a little shaken and looks like he's come out of a Laurel and Hardy explosion.

In the meantime I snuck out to a media exhibition for small and specialist publishers to share ideas and experiences. It was very interesting and great to know that there is not a single market or interest not covered by an incredible number of enthusiastic and skilled entrepreneurs. Everyone seemed to have a story to tell about how they were combatting weak revenues on and offline and having a ball doing it.

Honourable mentions to the likes of..

Stylist Media - Creating a network of female entrepeneurs.

Songlines - Online retailer relationships.

K9 Media - Digital Editions and re-use of content.

Take a look at the conference review here... http://tinyurl.com/43hh3ax

One of the larger publishers not represented at The Specialist Media Show was United Business Media (UBM). We think that in terms of creating products that engage the user and please the sponsor, that there's no-one in B2B doing a better job. Their 'Built Environment' group are the ones really breaking the mould and are showing strong production standards in telling good and visual stories in online broadcast. Here is the first in series around sustainability in the Building trade.... http://www.building.co.uk/duluxtrade

There's a lot of good things happening in publishing and I daresay we will be looking to share them with you in the coming months.

jon@thepeloton.tv

www.thepeloton.tv

Paid for Comment, Part Three

2011-05-09T11:56:00.001Z

We filmed at the PPA's annual Publishing conference on May 4th. If ever there was a bunch of people looking for a break then there were 526 of them, about an A4 expense sheet away from Westminster Bridge.

The Professional Publishing Industry loves a bullet point and, not to disappoint, here are our conclusions:-

- The Publishing industry has suffered from a collective nervousness - until now.

- There is nothing better than seeing people who have taken a beating dust themselves off and start to fight back, even if they are a bit nerdy.

- A few enlightened and energetic individuals are all it takes to move on a group of chattering execs.

- Publishers have realised that people will pay for their content and sometimes pay quite hefty sums

- Print magazines are profitable and will remain so for some time (16-24 year olds are their biggest consumers)

- Get 5 B2B Publishing Directors in a room and they will still talk about Google rather than the subject at hand.

- The Buggles sang Video Killed the Radio Star. Not Elvis Costello.

- To some Social Media is a distraction, to others it's essential - anyone for an App?

- No-one and we repeat No-one knows how the publishing industry will look in 5 years' time.

- Video needs to be well produced as the only enduring non reader revenues are sponsorship. Here, Adrian of the Peloton tells you how...

http://www.brandrepublic.com/news/1068709/ppa-2011-video-publishers-taking-advantage-video/

jon@thepeloton.tv

www.thepeloton.tv

Paid for Comment, Part Two.

2011-05-03T10:00:00.000Z

Would you credit it, it's like the number 19 bus. You wait ages for a decent revenue model to come your way and then 4 come along at the some time!

On the face of it, publishing is in a state of psychosis. After 40-50 years of a very comfortable run, brimful of confidence, ideas and cash, it's all gone a little haywire.

There was a time when a publisher and their team could go to work confident that they would produce their information-packed newspaper for an eager audience full of high-price recruitment and branding ads. That was 10 years ago. Since then the internet, the recession, nervous marketing managers and corporates, the internet, customer data, increased competition, social media and the internet has turned that once well coiffed and handsome publisher into a nervous, confused wreck who gets out of bed every day fearing the worst.

However we at The Peloton spy some green shoots of confidence in Publishing Central.This article in The Guardian paints a picture of an industry finally getting to grips with the challenges of the last 10 years.... http://www.guardian.co.uk/media/2011/apr/25/trade-magazines-online-only.

In The Peloton's dealings with publishers, we see similarly bold and thoughtful people beginning to make their mark with content solutions for their clients. Thus allowing them to pay for their own independent and well crafted content.

Remember, these organisations have the greatest strength of all. They know with their eyes closed how to produce the right information for their audience. Specialist and professional content requires paying for and it is thrilling to see the likes of UBM and Incisive Media charging their readers for it - and charging a lot.

With metered paywalls, ad funded content, subscription content, sponsored video, the future is far from bleak for B2B publishers. In fact, we'd go as far as saying that the goldrush starts here... 3rd May 2011.

jon@thepeloton.tv

www.thepeloton.tv

A whole lot of P's...

2011-04-26T11:21:00.000Z

ThePeloton will be out in force at the publishing event of the year, the PPA's annual conference on May 4th. We'll be filming and interviewing the great and good of the publishing world for the PPA and for Brand Republic. We'll also be showing off our interactive video solution.

One of the major themes at the event is a subject close to our heart:- developing digital revenue streams. It's also a subject recently covered by The Guardian. http://www.guardian.co.uk/media/2011/apr/25/trade-magazines-online-only

To watch our video preview of the PPA's annual conference, click here...
http://www.publishing2011.co.uk/

See you on May 4th!
www.thepeloton.tv

Paid for Comment, Part One.

2011-04-11T15:19:00.000Z

It is The Peloton's long held belief that the effectiveness and value of advertising on the internet is catastrophically eroded by the price that media agencies are willing to pay for it. If online publishers want to survive and thrive they will have to turn towards new ways of making money to pay for the marvellous content they produce.... Why go to work and produce top class content which loses money, sadly good media businesses will go bust.

Much has been made of the News International (http://www.thetimes.co.uk/tto/news/) paywall which asks users to part with a small sum to view their content. It's probably too early to tell in terms of its success but FT and some specialist publishers have had success in generating revenue this way.

The BBC and significant sites such as The Guardian's (http://www.guardian.co.uk/) determination to keep its content free to all don't help NI's cause, so we would like to suggest to our friends in Wapping that there is an alternative

This blog, Let's call it the Paid for Comment blog, aims to highlight what we think is good and isn't in ad funded content. This is where the advertiser pays to be the sponsor of an area of content on a website. It is our view that websites will need to turn to brands to fund their journalism.

Kudos to the Guardian. They appear to insist that the sponsor accepts the rigour of editorial independence. The content needs to have meaning and value for the audience, the sponsor gets to connect and be associated with great content that is close to their heart. http://www.guardian.co.uk/poverty-over?INTCMP=ILCSPRTXT3589

Why are The Peloton banging this drum? Well, we've got to fill the blog up with something... Video, though is and will continue to be a part of this and we're good at making that.

jon@thepeloton.tv

http://www.thepeloton.tv/

To Shrewsbury and beyond...

2011-04-06T12:01:00.001Z

ThePeloton and the leading technology website,The Register, are teaming up to produce a series of videos on cloud computing and its practical application. But it's not as dry as it sounds. So far we've interviewed the man who came up with a scheme to use the cloud to reduce graffiti across London. And we're just back from Shrewsbury after filming a fascinating interview with Rod Plummer who runs a tech firm called Shoothill which creates deep zoom mosaics, pictures that are made out of hundreds of high resolution images.

Shoothill recently created one of Kylie Minogue to celebrate the launch of her new album, Aphrodite. Follow the link. http://music.uk.msn.com/xclusives/kylie-minogue-deep-zoom.aspx

Our series of films is presented by the lovely Tim Phillips from The Register and it will be going live soon. Here's a shot of Tim and ThePeloton's Matt Warnes on the road at Shoothill's offices. Next stop for the Reg roadshow team, Hayes in Middlesex..what a glamorous life we lead.

Just Media Founder Sarah du Heaume joins ThePeloton.tv

2011-03-18T14:48:00.003Z

The entrepreneur and founder of Just Media, Sarah du Heaume, has joined the board of the business video content producer ThePeloton.tv.

Du Heaume has over twenty years worth of experience in brand management, digital media and the technology sector. She started Just Media in 1995 and sold it to Aegis Media plc in 2005. She now runs the business consultancy Fledge.

On joining the ThePeloton.tv, Sarah says “Brands are fast creating and owning content. Video will be their chosen platform due to its immediacy and engagement. With ThePeloton.tv's experience in broadcast journalism and brand communications they are set to be at the forefront of this. There is a determination and passion here to make great content and I can't wait to help them grow and fulfil their potential.”

ThePeloton.tv's Director and Executive Producer, Adrian Smith, says “Sarah joining the good ship Peloton means that our teams can focus on making innovative and effective content with the knowledge that the business is in good hands.”

http://www.thepeloton.tv/

The Beauty of Video

2011-03-10T12:26:00.001Z

It's not really our speciality, but ThePeloton has branched out into the world of beauty. We were commissioned by John Brown Publishing to shoot and edit four films for John Lewis. Check out these stunning looks for 2011, you might even get some top tips for looking good this Spring.
http://www.johnlewis.com/Magazine/Feature.aspx?Id=756
http://www.johnlewis.com/Magazine/Feature.aspx?Id=759
http://www.johnlewis.com/Magazine/Feature.aspx?Id=757
http://www.johnlewis.com/Magazine/Feature.aspx?Id=758

http://www.thepeloton.tv/

10 things you need to know about our new site.

2011-02-18T16:15:00.001Z

- Website design is an emotionally charged business, everyone has a strong opinion.

- Fuller’s Jack Frost doesn’t help.

- Thankfully, no-one was injured during the making of this site.

- But we nearly fell-out over the colour of the logo.

- A blue and green logo made us look like a leisure centre. It was rejected.

- At one point, it went bright orange.

- Sensibly, we settled on blues and purple, our original choice.

- The mission statement was re-written about ten times.

- The words ‘value-added’ were banned from the text.

- But the phrase ‘engaging video content’ is used six times.

- Make that seven.

- It has nothing to do with search engine optimization....ish.

- There are more than ten things to know about our site.

- The aim of the redesign is to reflect the shiny new us: dynamic, business-like and surprisingly sophisticated.

- We think it hits the mark.

- Huge thanks to Lokomotive - sie@lokomotive.com - for the design, the build and the deep wells of patience.

- Now onto the making of the video on the writing of the blog about the re-launch of the site.

http://www.thepeloton.tv/