Monday, November 3, 2008

Invest the Time In Metadata

I just read an interesting PDF about metadata (the data that describes content) and it's place in the web video space. Here it is in its entirety, and I would recommend that everyone involved with web video read it to increase their awareness on the use and importance of metadata


In case you don't have the time to get into the 12 page document here are some of my key takeaways.
  • metadata is as important to content as the video and audio components themselves. 
  • spending the time to get the metadata as accurate and complete as possible helps with the finding and discovery of content by viewers. 
  • there are some automated ways to get metadata but they aren't as reliable as good as humans taking the time to get it right. 
  • the right metadata can have huge impacts on viewer engagement and proper placement of ads for effective monetization
  • without good metadata, stories around web videos can be confusing, incomplete, and less compelling. 
There is no doubt that metadata is critical for web video, and as this document reminds us we as publishers, creators, producers, and advertisers must pay attention to how we want viewers to discover and interact with the content we are involved with. 

What strategies are you employing around metadata creation? How do you measure the effectiveness your metadata has on your content?

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