Video Content Strategies

Transforming Websites with VideoMyth-busting HTML 5 <video>

The Crossroads

Culture Transformation

Closing the gap between content and audience

Benefits of Video Content

Production

Distribution

Key Strategic Element – Player ubiquity

In Action: http://www.state.gov/

Video Traffic Statistics & Trends

Myth-Busting HTML5 <video>

The Promise

• No fragmentation – higher success factor with scalable, manageable solutions

• No need for plug-ins, 3rd party tools or proprietary solutions.

• Better performance – native functionality• More culturally aligned with the web – open &

free standards

The Reality

• The functionality is standardized, the implementation isn’t

• War of the codec standards• Reliance on Plug-ins (Flash) for fallback

Encoding <video>Ogg theora H-264 VP8 Web M

Internet explorer NO 9.0 SOME

Firefox 3.5 NO 4.0

Chrome 3.0 NO 6.0

Safari NO 3.1 SOME

Opera 10.5 NO 10.6

Implementation

• Make one version of your video in WebM (VP8+Vorbis)

• Make another version in H.264 +AAC audio in an mp4 container

• Make a third version in theora + Vorbis in an ogg container

• <video> embed with a fallback on flash

Why Bother?

• Devices. If you care at all about reaching the mobile marketplace, video is a must.

• Lead, don’t follow - be a part of setting the standard. The sooner you get started, the better off you’ll be when it matures.

• Potential – html5 <video> is where flash was 10 years ago – on the precipice of explosive growth.

• It’s worth it – any bumps are outweighed by video’s extended reach.

• SaaS Solutions – you don’t have to DIY.

Resources

• Technical: html5rocks, html5video• In Action: http://www.state.gov/• Platforms: Brightcove, Kaltura, Vzaar, Yokto,

SproutVideo• Players: VideoJS, Sublime Video,

MediaElement.js, JWPlayer