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BEST OF WEB

2010 Best of the Web: Video: Overall Use of Video

Wednesday, April 28, 2010

Wired.com (Co-Winner)

Most magazine brands can only covet the success Wired.com has achieved in translating a print brand into a video force that is redistributed in deals with YouTube, iTunes, Adobe and even Sony Bravia TVs. The editorial team achieves this by making video a part of almost every part of the site.
More than that, Wired video is expressive of the magazine’s unique and broad tech sensibilities. There is the authoritative coverage of major shows like CES, ComicCon and E3, naturally. But one of the most viewed videos of last year was a how-to on designing the record-breaking Sky King paper airplane. Another clip revealed the inner workings of real-world sea pirates. Wired has also moved to the next step of video publishing by becoming a curator of content that will appeal to its audience’s sensibilities. Some of the most valuable pieces in the video library are the great “finds” like U.S. Army exoskeletons and drones at work. At the same time Wired has a full range of podcast franchises like GadgetLab and GameLife that are must-sees in the iTunes library.
By making video a reflex rather than another multimedia silo, Wired.com has truly integrated the form into more than its pages. It has integrated streaming media into its multi-platform brand identity. As a result, this print entity gets over 2.5 million video views a month and millions in ad revenue from its clients.

TechWeb (Co-Winner)
Internet Evolution

Internet Evolution has been at the cutting edge of b2b social media for years, and is pioneering the way forward for video integration with business media. The brand is showing how both highly produced and user-gen footage have a

place in a business publisher’s content and business models.
IE has fully integrated video as part of blog posting with its crew of famous Internet big thinkers now sending in 10 to 15 video blog entries a week. And “IETV” is not satisfied being a broadcast medium. The users, too, have been empowered to post comments via video as well. Users can even subscribe to individual vlog channels.
On the higher end, the site added formal interviews with tech executives in an “Executive Takes” series and the tech travelogue Web Wide World are fully realized TV-quality content. Web Wide World, in fact, has been picked up for syndication on PBS, where it reaches 3 to 5 million viewers. The online components to IETV led to a phenomenal 40,000 downloads in its first month. Fourteen thousand people have viewed IE video tutorials. But even more farsighted is the on-site distribution of the content. In a first for b2b publishing, IE video is served dynamically onto pages according to the article context and the viewer’s registration profile. Sit down and watch some Internet Evolution TV and you will see what digital video looks like when it integrates fully and deeply with all of the Web’s editorial conventions and technologies.

Honorable Mentions:

Bonnier Corp. – FieldandStream.com: In its Heroes of Conservation series, Field & Stream created a fully realized integration of print editorial and Web multimedia with which readers could identify and get inspired to live conservation through their hobby.

Style.com/Condé Nast Digital – Style.com: The Style.com video approach is a thoughtful counterpoint to the runway images and fashion focus of their text and galleries. The clips emphasize people and voices and use the video camera to add a human, creative dimension to the overall mission of the site.

Time Inc. – CNNMoney: This is among the most ambitious video programming projects from any offline media brand. With 20 new segments a day and a series of regular franchises and anchor personalities, CNNMoney Video is truly the Web taking that next step into TV everywhere.

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