Alex Laats, PodZinger
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Alex Laats: What I’m gonna show you is how on PodZinger content, we are creating channels of media that enhance the search into the media for the user. I’m gonna show that not only with respect to podcast content, but also with respect to user-generated content. With respect to podcast content, what we’ve done is we’ve started to organize and create more and more channels of media so that within the collection of podcast content, there’s a whole section of content that’s related to baseball, and I can create more micro searches, which are related to individual players, like an Alex Rodriguez.
When I click on something like that, I bring up content that relates specifically to discussion of Alex Rodriguez. Since it’s RSS based, a user can save as an RSS link on their site, and we have more and more people that are saving their RSS searches on their site, or post on their blog or whatever it may be. Now, one of the things that we’ve done is to expand beyond the world of podcasts into the world of user-generated content starting with YouTube. And so for now, as I mentioned before, this is kind of almost like a capability demonstration where we’re showing how you can search for specific amounts of content throughout the world of YouTube, and even more powerfully, search for content in YouTube according to channels of media.
And so we have some very broad channels, like sports entertainment, and we have others that we’re exposing that’re more micro, like magic tricks or poker. And let’s stick for a moment with the sports category. Let’s explore something like snowboarding where I can search solely in the YouTube sports category around snowboarding content and bring up – what I’ve done there is I’ve narrowed the world that I’m searching into content that’s only associated with sports, and then within that searching content that is snowboarding content. And when we search for it, we search for it not only in the metadata associated with the content, but also into the content itself.
What this does is it provides for a better experience because I can navigate into the world of sports, and then I can specifically search for what I care about. We imbed the video player from YouTube. We show where in the content snowboarding is discussed, and you can see in this particular piece of content there’s quite a rich discussion at several points in the video. And we – and then we bring in other related content that is about snowboarding. So what we’ve done here is we’ve made it possible for a consumer to much more effectively find what they wanna find by two parts. One is navigating the world according to media channels, which is sports, and then searching more specifically on what they care about, which is snowboarding.
And then once they’re into this environment, now they’re in a world of consumption about content that’s relevant to them, and in this world is opportunities to bring in very targeted advertising targeting someone who’s interested in advertising to a snowboarding or perhaps action sports demographic.
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video search
YouTube
PodZinger
Alex Laats
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