IBM @ AOP B2B and the like..

As the video partner of B2B Marketing magazine, we take an interest in all things business-to-business. That's why we thought it wise to attend the Association of Online Publishers' debut B2B Conference and film some of the industry leaders at the podium. The subjects of the presentations ranged from brand awareness to the belief that audience data is now a publisher's greatest asset. However, the star of the show was Caroline Taylor, VP Marketing for IBM UK and Ireland. B2B Marketing's editor Joel Harrison jumped at the chance to interview Caroline on the way the B2B sector is changing.
And here's the interview. If you want to see and read more about the AOP's B2B event, go to this website.
http://www.b2bmarketing.net/

www.thepeloton.tv
adrian@thepeloton.tv

Publishing Expo

The renowned business TV producer Adrian Smith spoke at last week's Publishing Expo to over 100 publishing executives on the need for production quality and storytelling ability when it comes to creating digital video content.

Following an illustrious career at CNN, Sky and ITN, Adrian has spent the last 2 and a half years becoming a thought leader and flag waver for publishers and brands to think clearly about what they want to achieve with video.

He concentrated his talk around 3 key themes.

1. The need to prepare. Adrian offered some thoughts about what it takes to make a good film and why it all starts with what you want the film to achieve and work back from there.

2. Don't hide your video in YouTube or in a company website. Promote it and trailer it. Follow the examples of the BBC and ITV and let users know what's coming in.

3. DIY or get the professionals in? Sometimes a short film for soundbites or a more edgy product demo can work. If however you want a level of quality to reflect on the business, get the professionals in. Whilst they are in, get them to help direct and train your own staff - saving money in the long run.

If you would like a copy of the presentation please get in touch with jon@thepeloton.tv. Or prepare for Adrian to visit a seminar theatre near you soon.

www.thepeloton.tv

The Peloton at Publishing Expo

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

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.

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.

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

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