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Portfolio.com's Blaise Zerega talks mobile video and ads
As someone who has spent hundreds of hours capturing digital video, then downloading it to a PC before uploading it to the Internet, the ease of a streaming video service like Kyte is a godsend.
The ability to capture video and send it directly to the Web with a wireless connection is the heart of the business proposition for Kyte and for its main competitors, Qik and Flixwagon.
Helping us evaluate Kyte is this week's guest host, Blaise Zerega, deputy editor of Conde Nast's Portfolio and former managing editor of Wired.
As Zerega points out, Kyte garnered a lot of attention after well-known blogger Robert Scoble praised its service and started using it again after earlier switching from Kyte to Qik.
One of the reasons was Kyte's embeddable player that lets users create their own custom video channels that can be housed on any Web site, including Kyte's, or on a social network like Facebook or MySpace.
Businesses and entertainment users have the option of using the Kyte Premium Player for capturing and distributing branded video on the Internet.
50Cent is the biggest-name artist using the Kyte platform to beam short videos to his fans on his own Web site.
Kyte's chat feature is part of its plan to create social networks around shared video content. In the hands of citizen journalists, mobile phones streaming Kyte video can produce live coverage of an event anywhere there is mobile service.
To succeed as a business, Kyte will have to aggregate a lot of content and traffic so it can eventually sell ads, or license its technology to companies that want a mobile video platform.
While the online video market has proven tough, with many sites abandoning content plays in favor of licensing their technology for white label video platforms, mobile video streaming may prove more profitable if its allows advertisers to place highly-targeted ads in front of users.Ultimately, a company like Kyte, which is backed by Nokia, may end up being acquired by a large handset maker or anyone else that wants a mobile video technology that's powerful and easy to use.
Next up is Ad Infuse, which delivers personalized ads to mobile phones and networked media players.
Mobile ad networks like Ad Infuse, and rivals like AdMob, are attractive takeover candidates, Zerega says, because the highly personal nature of a mobile phone is helping to support high CPMs for mobile ads, at least so far.
As Vator.tv managing editor John Shinal added, "non-relevant ads are DOA on mobile phones," because no one is going to allow for that level of intrusion for an annoying ad.
Whether the high CPM rates for mobile ads can be paired with high click-through rates, or can last at all if Google and other large Web ad firms migrate to mobile is a key question for mobile ad networks. The big players can use scale to improve efficiency and help drive down rates, just as they have done with Web search and display advertising.
Still, Ad Infuse and others are likely to get snapped up by larger firms, just as Web ad networks such as Blue Lithium, Tacoda, RightMedia, Adify and others were snapped up.
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Kyte is a white-label, cloud-based publishing platform for live and on-demand video. The Kyte Platform reduces the cost and complexity of delivering social video experiences to websites, mobile and connected devices. Kyte powers online video for top media companies and brands, including ABC, Armani Exchange, Clear Channel, ESPN, Fox News, MTV, Monster Energy and NATO.
Joined Vator onAd Infuse delivers highly personalized ad experiences to consumers across all mobile devices. By dynamically inserting targeted ads at the moment of content delivery, Ad Infuse ensures optimal relevancy for the every mobile subscriber. With the utmost respect for consumer data protection, Ad Infuse unlocks new revenue streams for channel owners by dismantling limitations of the current mobile advertising sponsorship model. Evangelizing the growth of mobile media consumption, Ad Infuse is committed to helping mobile operators and content owners reach sustainable efficiency while providing advertisers with ultimate ad effectiveness.
Joined Vator on
Qik is a little piece of software that enables you to stream videos directly from your phone to the Web. Use it to stream engaging videos to your friends in Facebook, Twitter, etc. or as your camcorder to capture entertaining and special moments. Qik enables you to share moments of your life with your friends, family and the world - directly from your cell phone!
Keep your world in the know, share a laugh, tell engaging stories. Just point your cell phone and stream video live to your your friends on Twitter, Facebook, Blogs, etc. OR use your cell phone like a camcorder and stream hours and hours of video without worrying about storage on your cell phone.
Joined Vator onAdMob is the world's largest mobile advertising marketplace. Founded in 2006, AdMob allows advertisers to reach their customers on the mobile Web and publishers to increase the value of their mobile sites. AdMob offers both advertisers and publishers the ability to target and personalize advertising to their customers in over 160 countries.