Please take two minutes of your precious browsing time to watch, you might just like what you see.
adrian@thepeloton.tv
www.thepeloton.tv
Friday, 23 September 2011
It's all about us..
Please take two minutes of your precious browsing time to watch, you might just like what you see.
adrian@thepeloton.tv
www.thepeloton.tv
Monday, 19 September 2011
Paid for Comment, Part Eight.
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
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
Tuesday, 30 August 2011
Distributing original video content effectively: Paid for Comment Part Seven
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
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
Monday, 22 August 2011
Hot in the City.
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.
Bring on Autumn, we could all do with a rest!
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
http://promos2.uk.glam.com/demo/?s=eyJzaXRlIjoiMyIsInNsb3RzIjpbeyJzbG90IjoiMzAwIiwiaWlkIjoiMzYzMTYifV19
Bring on Autumn, we could all do with a rest!
Monday, 4 July 2011
Paid for Comment, Part Six.
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.
Remember, it's evolution not revolution...man!
jon@thepeloton.tv
www.thepeloton.tv
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.
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_formfactorRemember, it's evolution not revolution...man!
jon@thepeloton.tv
www.thepeloton.tv
Tuesday, 28 June 2011
Web Video: Going Beyond the Pre-Roll
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.
To talk to our creative team, contact Adrian Smith or Jon Westbrook on +44 0 20 3142 6761.
www.thepeloton.tv
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
Friday, 10 June 2011
Paid for Comment, Part Five.
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.
Subscribe to:
Posts (Atom)