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BREAKING NEWS & VIEWS
Instant Video: Take One Text Site, Add Pinch of 5min Doing for video what Google’s AdSense does for text, the company works with publishers around the Web such as Answers.com and wikiHow to place contextually relevant how-to clips next to the right content at their sites. Currently the site works with familiar magazine brands as well as with less recognizable digital studios to amass professionally produced clips for redistribution around the Web. ELLE.com clips on how to make fairy headbands could be placed next to fashion- and craft-related content at a site. Last-minute tax tips from Kiplinger.com might show up near tax help articles. The site works also with CarandDriver.com and WomansDay.com, among other magazine brands. “We turn a text site into a video site in five minutes,” says Harnevo. Publishers can plant a small bit of code in their pages that lets the 5min engine read the page content and place a relevant video in the center of the page. For publishers, 5min seems to offer a new route to hyper-distributing the online video that often remains locked on their own destination sites. “The niche magazines are dying because the consumer can get the information for free on the Web,” Harnevo argues. “There is no ROI for creating a video brand for one destination. There are no economics in it…period. You would never be able to monetize the video and be profitable.” He shares ad revenue with the content producers who feed the library and claims double-digit CPMs and a 50% sell-through on “tens of millions of views” in his inventory. Kiplinger online business manager Stephen Stesney says that in concert with distribution with 5min, his site is gaining a video audience even if the brand is not known in that medium. “It’s our belief that users don't come to Kiplinger to look for the latest and greatest video on life insurance, so we leverage syndication and distribution to get our videos into areas where users are actively looking for a video experience,” he tells minonline. “5min fits nicely into that strategy. We find 5min an effective means to distribute the content to a targeted video audience.” Kiplinger.com uses syndication on a YouTube partner page and Blinx.com, and employs a new on-site strategy of surfacing its streaming media to the home page more frequently. “We have seen a dramatic uptake in our user engagement with our video over the past year, marked by 256% growth in video plays from 2007 to 2008,” says Stesney. Harnevo says his company was founded and has evolved during this economic downturn, so it only knows growth during adversity. There is a dearth of quality video inventory for media buyers who want safe, well-lit places and decent targeting, he adds. 5min has scores of topic categories it targets against. “YouTube is not a targeting engine,” says Harnevo. “Seeing Susan Boyle [on YouTube] says nothing about you.” 5min is backed by Spark Capital (also invested in Twitter and Veoh) and has 20 employees based in New York. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com |
 Manager, Digital Media, NCC Media
PR Director, The Knot Inc. Online Digital Ad Sales Executive, eMedTV Media Jobs | Job Alerts | Post Your Resume min Social Networks
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