VideoTile Blog

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Technology firm Apple Inc. have been on an all-out crusade against Flash video, limiting the format’s compatibility on their mobile devices and banning it outright from their developers agreement. While Adobe objects to the limited use of Flash on mobile devices, it appears that the developer is missing the point somewhat in a world which is quickly leaving Flash behind.

Youtube, DailyMotion, and a range of other interactive video websites no longer use Adobe’s Flash format, instead opting for alternative development format HTML5. The format has attracted support from industry leader and Apple rival Microsoft, who have previously criticised Flash’s poor stability and limited compatibility with mobile hardware.

Microsoft’s new Internet Explorer 9 browser will include limited Flash support, relying on external plug-ins to render Flash video and interactive media. Despite the format’s reputation for simple video production, developers don’t seem particularly annoyed about Apple and Microsoft’s decisions to limit support for Flash.

While Adobe insist that their technology is stable and safe, the software giant may be best off taking a different approach. HTML5 is quickly gaining ground on Flash and other development formats, leaving the window right open for its own development suite. An Adobe HTML5 Creative Suite may not be outside the realm of possibility, especially as the company is forced to adapt to growing demand for usable mobile video formats.

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Video-on-demand services have been a huge hit for the television industry. From the BBC’s popular online player to the huge archives of Britain’s private television stations, an ever-increasing amount of media is being made available to the public online. Entire television shows are available online, along with recent release films and public domain footage.

But despite the success from many of Britain’s most popular broadcasters, a growing number of film studios are upset with the way video-on-demand services operate. The Federal Communications Commission, an American broadcasting and intellectual property organisation, has allowed studios to use anti-copying technology on their video-on-demand releases to ensure that users can’t share viewed footage.

The change won’t just affect those viewing interactive video online, but people using desktop boxes to watch video-on-demand footage through their television set. Pay-to-view online services have been in use for the last five years, and few have attracted piracy or file-sharing in mass quantities.

While the costs of digital video production are significantly lower than those of a full-scale feature film, the availability of pirated online video can hurt film studios and television production houses. Objections from internet public interest groups have been viewed and shared online, though few are likely to formally oppose the bill.

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For many of YouTube’s most prominent performers, the hundreds of hours spent perfecting digital video production are paying off. From stand up comedians to amateur actors, a growing number of YouTube’s power users are being approached by film studios and record labels, eager to bring their amateur talent into a professional environment.

Teen superstar Justin Bieber’s career was launched after he was discovered on YouTube by record producers, leading the sixteen-year-old into a worldwide tour and successful recording contract. For other YouTube stars, the ride has been slightly less glamorous. Hundreds of would-be actors and actresses have used YouTube as their own public audition room, gaining valuable feedback and exposure to major production houses.

Alongside the professional side of YouTube, a large portion of the website’s decidedly amateur users have turned their skill in video production into a healthy income. DavidsFarm – a well-known Canadian vehicle and extreme stunts channel – has gained millions of views throughout the last two years, earning its founder a six-figure income and unexpected fame.

While YouTube’s most visible successes have been those of individuals, online companies and businesses have invested in interactive video for success too. From action-driven websites to simple informational pages, YouTube videos have been embedded and incorporated into hundreds of the world’s most popular, lucrative, and successful online properties.

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Search marketers have constantly been trumped by one annoying online measure: Google’s quality score. Pay-per-click advertisers and search engine optimization experts alike have tried numerous methods to ‘trick’ Google into improving theirs, each without positive results and almost all met with some form of rank or display-based punishment.

But there may be a real solution to thousands of marketers’ quality score issues: interactive video. With Google’s new video indexing algorithm and subtitle scanning, video content has become more than just a way to fill a page – it’s a real solution to the lack of content that can affect so many search-powered websites.

Alongside interactive video’s new ability to index with subtitles, there’s another reason to invest in online video production for search purposes. Bounce rate, one of Google’s indicators of website quality, can decrease significantly when visitors are drawn into your website by an alluring video or narration widget.

Small changes can often result in major advantages, especially for ultra-competitive online businesses. If you’re struggling to retain visitors and appear in Google’s search index, maybe an investment in dedicated online video production is the answer. For sales, interest, or long-term lead generation, few alternatives compare.