The unprecedented growth of mobile, Internet and IPTV content is taxing legacy video delivery models:
• Commercial Internet video traffic will increase 5X by 2012
• User-generated video content will increase 3X by 2012
• 2/3 of all mobile traffic will be video by 2013
• 14.3 billion online videos were viewed by U.S. Internet users during December, 2008 alone
The fascination with being able to view both professional and user-generated entertainment content on Internet and mobile devices will not taper any time soon, but there is equal if not higher demand for instant access to a staggering volume of educational video, instructional video, enterprise sales and marketing video and surveillance video – by public, private and government constituents.
In the video below, we take a look at the different levels of video content - premium, amateur and reference - and how they impact distribution and monetization strategies.
As fast as the online and mobile video markets are evolving, we felt it was time to help educate members of the video delivery value chain on changes taking place in the underlying transcoding technology which is enabling the rapid evolution of video distribution, consumption and monetization.
Transactional Transcoding, a new whitepaper from IDC, examines how transcoding is becoming the linchpin in the delivery of evolving video services for a multitude of video-enabled viewing platforms. As an enabler of increasingly complex content distribution, transcoding is moving beyond legacy file-to-file approaches to become real-time, transactional and network-aware. In addressing the emergence of next generation transcoding, the IDC whitepaper explains how the technology is evolving to support burgeoning demand for online and mobile video - especially in light of content explosion, device expansion, network strain and the need for effective monetization.
IDC believes that transcoding must evolve to include transaction-based platforms that can tailor video content and video advertising for a particular device, delivery channel and business model as well as an individual viewer — all on-the-fly — to accelerate, simplify, scale and reduce the costs of delivering ‘any content, anytime, to anyplace’.
If you’re interested in learning more about Transactional Transcoding, you can download the new IDC whitepaper from the RipCode website or send us an email.
As video becomes more pervasive, it’s increasingly important to capitalize on video assets. However monetizing video has always been a challenge – particularly for the mobile market. Today’s legacy transcoding solutions limit the ability to effectively monetize video content. Advertisements are attached in a ‘static manner’ at an off-line location where content is first transcoded, then manually stitched to an ad, and then finally delivered to a customer for viewing. This static ad insertion model restricts the ability to pair contextually relevant advertising with video assets.
However, as part of our commitment to providing our customers a holistic approach to video transcoding, today at CTIA Wireless in Las Vegas, I’m pleased to introduce the availability of the RipCode TransAct Monetizer. The TransAct Monetizer is specifically designed to enable the monetization of video content. As an integrated component of RipCode’s TransAct Platform, video assets can be seamlessly and dynamically inserted across the ‘three-screen’ domain as part of a real-time transcoding transaction.
TransAct Monetizer is able to dynamically stitch device-optimized pre- or post-roll video with any requested video asset. By transcoding video ads on-demand, advertisers have the flexibility to provide unique ads based on the video content that a viewer requests, as well as the viewer profile, viewer location, time of view, and experience quality – all of which require a transcoded, dynamic ad insertion capability to maximize relevancy and increase CPM.
For more information about TransAct Monetizer, check out the video below, stop by our booth at CTIA - #7062, or email us.
In my last post, I talked a bit about the growing challenges in the video delivery market and I introduced a new transcoding terminology called ‘transactional transcoding’. Essentially, this is transcoding as a real-time transactional model and is what I consider to be the evolutionary next step to providing a scalable transcoding solution for managing all video delivery components in a seamless, transparent manner.
Here at RipCode, we continue to evolve and improve our technology and solutions to stay ahead of our customer’s video delivery needs. So it shouldn’t come as a big surprise then when I tell you that this transactional transcoding model I’ve talked about is now available from RipCode. Tomorrow at CTIA Wireless in Las Vegas, we’ll be introducing the RipCode TransAct Platform.
The TransAct Platform enables key video delivery elements to occur as a transparent, real-time transaction including:
- Video device and capability discovery
- Selection of optimal transcode workflows
- Dynamic, relevant ad insertion
- Network-aware resource availability
- Open interoperability with billing, content management systems and ad networks
In the video below I go into more detail about the benefits of the RipCode TransAct Platform. Or for an industry perspective on the transactional transcoding model, a new whitepaper from IDC is available from the RipCode website, I hope you’ll check it out.
We understand that considering transcoding as a real-time transaction will require a shift in the way you normally think about transcoding, so if you have any questions please don’t hesitate to reply to this post or send us an email.
Since introducing the on-demand transcoding methodology 2 years ago, I’ve seen transcoding evolve in a relatively short time to become a fundamental component of both on-demand and real-time video delivery.
And in this time, video delivery obstacles that our customers are contending with have become more magnified. Content owners, video delivery platforms, ad networks, mobile operators – everyone in the video delivery value chain are facing increasing video distribution challenges including:
- How to distribute an overwhelming amount of video content…
- Over an increasing number of video viewing devices…
- While monetizing video assets…
- Preserving high quality user experience…
- And account for constrained and fluctuating network bandwidth.
Here at RipCode, we realize that our customers require more than just a box to move files from one format to another. They need a big picture solution to help them deal with all of the components of video delivery. We understand that in order for video delivery to scale, transcoding can no longer be an independent process performed in an offline environment. Transcoding must evolve to a real-time transaction.
In the video below, I talk in more detail about today’s video delivery challenges and why at RipCode, we believe that transactional-based video transcoding will play a vital role in the market evolution of video delivery.
Email This Post
