R. Stein and D. Incandela, Seeking Balance in the Online Video Landscape

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museums and the web

A presentation from Museums and the Web 2009 Online video has emerged as a powerful tool for distributing interpretive content to museum and web visitors. These technologies have created new ways to connect with and engage new audiences. [1, 2] New ways of publishing video online emerge constantly, leaving us the difficult task of determining the best option. [3] There are many factors that can influence our choices: the type of audience, quality of video playback, access to users, platform features, APIs, and much more. Instead of just jumping from one video service to another, is there a more strategic way of thinking about this content delivery? The Indianapolis Museum of Art has been active in the field of museum video for the past three years and has pioneered award winning web sites and applications that leverage this video content. But, the process of choosing where and how to distribute these videos was difficult. After a series of attempts, trends and characteristics of these different options began to emerge. IMA staff members will discuss their experiences with video deployment strategies including reasons why museums may choose one platform over another. We will illustrate some of these reasons using statistics and analysis of IMA’s own content on sites like YouTube and iTunes-U. We’ll also compare these statistics with the IMA’s use of video in custom exhibition web sites and in a newly released High-Definition Video channel called ArtBabble. Whether you’re new to video or an old pro, attendees will take away a knowledge and understanding of the issues surrounding video content delivery. Museums will be better equipped to make smart choices regarding which platforms to pursue based on their own institutions goals and ambitions. [1] Madden, M. (2008). Online videos go mainstream. Retrieved Sep. 24, 2008, from http://pewresearch.org/pubs/552/online-videos-go-mainstream [2] Rainie, L. (2008). Online video audience surges. Retrieved Sep. 24, 2008, from http://pewresearch.org/pubs/682/online-video-audience-surges [3] comScore.. (n.d.). YouTube draws 5 billion U.S. online video views in July 2008. Retrieved Sep. 24, 2008, from http://www.comscore.com/press/release.asp?press=2444

SEEKING BALANCE In The Online Video Landscape Robert Stein, Daniel Incandela Indianapolis Museum of Art

Video has become a part of our culture

-ComScore 145M U.S. Internet users watched an average of 90 videos in Feb 2009

The average American spends 6 hours a day watching video, up from 4.6 hours in 1996 . -ComScore

Hulu.com Reaches One-Quarter of Total Internet Viewer Population -ComScore

Search Engine Popularity 2,709 YouTube 1,015 MSN 2,804 Yahoo! 8,541 Google Search Queries (M) Search Provider

MUSEUMS HAVE NOT BEEN LEFT OUT IN THE COLD

MUSEUMS USE VIDEO A LOT

A COMPREHENSIVE LIST OF ALL MUSEUMS ON YOUTUBE

I GOT BORED

IMA’s history with videos

Repurposing Videos

Developing Classroom Tools

In-gallery Pieces

The First Marketing Video

Freedom to Publish

Unexpected Success

Unexpected Non-success

Embed

ADAPT AND LEARN FROM EXPERIENCES

APPLE MARKETING BONUS STATS

Web Surveys

Web Survey - Gender

Web Survey - Age

Web Survey - Income

Web Survey - Race

Getting a Feel for Demographics

But not always accurate

YouTube Insights

iTunes-U

Diversity of Content

Longer Format Videos

Grouping of Content

APPLE MARKETING BONUS APPLE MARKETING BONUS

APPLE MARKETING BONUS STATS

ITunes Stats

iTunesU 12/08 - 4/09

iTunesU 12/08 - 4/09

4 Willis 'Bing' Davis: On the Shoulders of Ancestors Count 9 Sebastiano Mainardi: The Science of Art Count 18 On the Road Again with Jack Kerouac Count 20 Maria Magdalena Campos-Pons Count 21 Off the Wall: Adrian Schiess Count 24 European Design Since 1985: Shaping the New Century Count 27 Textile and Fashion Arts Count 31 African Art Count 36 Asian Art Count 49 European Art Count 66 About IMA Count 72 Star Studio Count 76 Raw and Uncut Count 96 Gardens and Grounds Count 103 American Art Count 111 IMA Events Count 126 To Live Forever Count 148 Power and Glory: Court Arts of China's Ming Dynasty Count 198 Roman Art from the Louvre Count 270 Perspectives In Sound Count 298 Contemporary Art Count

ArtBabble

SERIES

CHANNELS

ARTISTS

Notes

APPLE MARKETING BONUS STATS

Google Analytics

Event Tracking

Users & Comments

Back-End Processing

Multiple Streaming Servers

Social Media Marketing And more…

SEO

What’s not on ArtBabble?

Questions? [email_address] [email_address] [email_address]

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A presentation from Museums and the Web 2010. This paper addresses how the use of wiki-style authoring tools paired with a traditional content management system can offer significant advantages for museums seeking to support rich content authoring for non-technical users. Additional advantages can be realized by segmenting the content and user interface, thereby allowing software developers to incrementally improve and change the on-line presentation without re-writing content. This approach was employed in the recent development and deployment of the Indianapolis Museum of Art’s Web site. Feedback from users of this system will be presented as will a description of the inherent challenges and recommendations for future development. Session: Wikis for Content Management [content] see http://www.archimuse.com/mw2010/papers/stein-bachta/stein-bachta.html

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MW2011: J. Flemming +, Launching the MFA Multimedia Guide

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MW2011: S. Fantoni, Mobile devices for orientation and way finding: the case ...

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MW2011: J. Bickersteth + C. Ainsley, Mobile Phones and Visitor Tracking

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MW2011 Best of the Web Awards

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MW2011: Quigley, S., Integration of Print and Digital Publishing Workflows at...

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MW2011: Cope, A., Authority Records, Future Computers and Other Unfinished Hi...

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MW2011: S. Kenderdine, Cultural Data Sculpting

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MW2010: J. Doyle + M. Doyle, Mixing Social Glue with Brick and Mortar: Experi...

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MW2010: Building an online research community: The Reciprocal Research Network

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MW2010: S. Hazan et al., ATHENA: A Mechanism for Harvesting Europe's Museum H...

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MW2010: D. Peacock, Putting Mallala on the map: Creating a wiki community wit...

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MW2010: E. Bachta and R. Stein, Breaking the Bottleneck: Using Pseudo-Wikis t...

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R. Stein and D. Incandela, Seeking Balance in the Online Video Landscape

1. SEEKING BALANCE In The Online Video Landscape Robert Stein, Daniel Incandela Indianapolis Museum of Art

2. Video has become a part of our culture

3. -ComScore 145M U.S. Internet users watched an average of 90 videos in Feb 2009

4. The average American spends 6 hours a day watching video, up from 4.6 hours in 1996 . -ComScore

5. Hulu.com Reaches One-Quarter of Total Internet Viewer Population -ComScore

6. Search Engine Popularity 2,709 YouTube 1,015 MSN 2,804 Yahoo! 8,541 Google Search Queries (M) Search Provider

7. MUSEUMS HAVE NOT BEEN LEFT OUT IN THE COLD

8. MUSEUMS USE VIDEO A LOT

9.

10. A COMPREHENSIVE LIST OF ALL MUSEUMS ON YOUTUBE

11. I GOT BORED

12.

13.

14.

15.

16. IMA’s history with videos

17. Repurposing Videos

18. Developing Classroom Tools

19. In-gallery Pieces

20. The First Marketing Video

21.

22. Freedom to Publish

23. Unexpected Success

24. Unexpected Non-success

26. ADAPT AND LEARN FROM EXPERIENCES

27. APPLE MARKETING BONUS STATS

28. Web Surveys

29. Web Survey - Gender

30. Web Survey - Age

31. Web Survey - Income

32. Web Survey - Race

33. Getting a Feel for Demographics

34.

35.

36.

37.

38. But not always accurate

39.

40.

41.

42. YouTube Insights

43.

44.

45.

46.

47.

48.

50. Diversity of Content

51. Longer Format Videos

52. Grouping of Content

53. APPLE MARKETING BONUS APPLE MARKETING BONUS

54. APPLE MARKETING BONUS STATS

55. ITunes Stats

56.

57. iTunesU 12/08 - 4/09

58. iTunesU 12/08 - 4/09

59. 4 Willis 'Bing' Davis: On the Shoulders of Ancestors Count 9 Sebastiano Mainardi: The Science of Art Count 18 On the Road Again with Jack Kerouac Count 20 Maria Magdalena Campos-Pons Count 21 Off the Wall: Adrian Schiess Count 24 European Design Since 1985: Shaping the New Century Count 27 Textile and Fashion Arts Count 31 African Art Count 36 Asian Art Count 49 European Art Count 66 About IMA Count 72 Star Studio Count 76 Raw and Uncut Count 96 Gardens and Grounds Count 103 American Art Count 111 IMA Events Count 126 To Live Forever Count 148 Power and Glory: Court Arts of China's Ming Dynasty Count 198 Roman Art from the Louvre Count 270 Perspectives In Sound Count 298 Contemporary Art Count

61.

65.

67.

68.

69. APPLE MARKETING BONUS STATS

70. Google Analytics

71. Event Tracking

72. Users & Comments

73. Back-End Processing

74. Multiple Streaming Servers

75. Social Media Marketing And more…

77.

78.

79.

80. What’s not on ArtBabble?

81. Questions? [email_address] [email_address] [email_address]