Simplicity. Usefulness. Interactivity. Collaboration. These are words that will define startup success in the future. But at this point it is difficult to crowbar into markets already dominated by phenoms like YouTube and MySpace. But if you can build on those platforms, rather than compete with them, there's a recipe for success. Tel Aviv-based BubblePly Sunday, which we Video is currently conceived as a final product, edited at a given point of time and set in its final form by the original creator. Video is, in general, not hyperlinked or interactive in its viewing process, and does not enable the insertion of content into the video production. The viewer is given no active role in the creativity process. Commercially, all advertisements, product placing and other value chains associated with the video are fixed at the time of creation." So that 's where it becomes interesting to the marketer or advertiser. While the pre-roll video is considered annoying, and the post-roll video is most often ignored, a layer can be easily added. Say a user-producer runs a popular video blog, and Doritos wants to advertiser with him. Traditionally, the options are banners, text links, pre-roll and post-roll videos. With layering, Doritos could add a bag of whatever-the-new flavor is to a table in the background, and make it clickable. Like product placement in the movies and television, the brand is present but unobtrusive (if done right, sometimes the placement is so blatant and heavy-handed that it takes away from the scene). But the product is also changeable. So when Doritos introduces the next new flavor, the same old video can be updated with the new bag. Plymedia has there own example, again from their website: It can also be interactive, operate as a link and be updated in real-time. For example, when watching a James Bond movie, by simply clicking on Bond's watch, a new web page will open with a sales price for that specific watch on eBay. As the link is generated in real-time, when someone clicks on the Bond watch, a live auction for that item will open in a new webpage. Tag: Add to Del.icio.us | Digg | Reddit | Furl Bookmark Murdok:
The Next Wave: User-Modified-Media?
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