As well as being a one stop uploading and distribution platform, Oneload also tracks video consumption across the web and uses the data to produce ongoing research on the online video advertising industry. The analysis is based on micro level trends they observe in the data.
There are several account options to suit all users, and here to tell us a little more about the service and the platform features is Marco Vinci, Senior Client Services officer for Oneload.
Victoria: Hi Marco, thanks so much for joining us today.
Marco: Hi Victoria, thank you for having me. I really appreciate the time.
Victoria: My pleasure. Now I am a OneLoad user and I have been for quite some time. I was with you when you were TubeMogul which is way back in—I think I started about 2008. But you have been around since 2006, is that correct?
Marco: Yeah, that’s correct. Our co-founders, you know it’s actually a funny story, they have this idea that we needed to focus on, or solve the problem for content creators to distribute their videos to different online communities and back in 2006 videos was taken off. Our co-founders were just in business school with Haas in California Berkeley, and they thought why not create some sort of tool.
They entered into a business competition in which they won. When they won that business competition, they actually won a space and some funding. They thought that they could run with it. After putting themselves on the market they saw a lot of content creators needing this tool, using this tool to the point where brands, ad agencies, corporations started seeing the value of distributing the videos, helping your SEO, reaching different types of audiences.
That was TubeMogul before we transition to OneLoad.com back in February 2012 as you know, to separate, give OneLoad its own site and really continue focusing on that video distribution platform for our users. TubeMogul went a different route, more like RTB as an SSP. So they are working like a video ad platform doing ads, real time bidding etcetera, so forth. But they obviously want to keep OneLoad because that’s where everything originated.
So TubeMogul is our parent company, but OneLoad.com still remains strong as its own entity.
Victoria: Okay, yeah well it’s very cool. I use it, as you know, continually and we upload every single day using it.
Victoria: It’s completely changed the way we do our distribution because as you said, when you are uploading to more than one video platform, which if you are doing your SEO and social media effectively, then you are going to do that. It just takes a long time to log into every platform and upload those videos individually. Maybe you could just tell us a little bit about the platforms themselves, what platforms are you partnered with that people can upload to?
Marco: Yeah definitely. We like to categorise to make it easier for users who are kind of kind of doing their research and seeing which sites to target. Because a lot of our users that we see come in they don’t really know which are the big players. They know YouTube is a big player, but they want to know which additional video sites they want to syndicate to. So our number one of course is YouTube, then we have Dailymotion, Facebook, Flickr, iTunes for podcasts such as your podcast now, LinkedIn, Metacafe, My Space, Photobucket, Tumblr, Twitter, Veoh, Vimeo Pro.
Those are sites that you can send any content to, that’s okay, commercial or non-commercial, because as you know we also have commercial users. Again, you know as we all know OneLoad is more focus on content creators, we also have another category called content specific sites. Now if you are partners with Bing, we will be able to distribute to Bing for you, Blip.tv, Brightcove, Hulu. Then there are other more niche sites like CarDomain for car related videos, GrindTV for extreme videos, Sportpost for sports videos, StupidVideos—that’s actually the site name.
Victoria: And for StupidVideos.
Marco: Yeah exactly, or funny related videos. So you know we try to capture the top in each niche that we feel has good traffic and that would benefit our content creators. That’s essentially the rundown of all the sites we have starting with the general and content specific sites. We have all sites to cater to all users, whether that will be commercial or non-commercial users.
Victoria: You mentioned in there when you were talking about the sites as well about people who have accounts on those platforms. That is actually a prerequisite, isn’t it? You must actually already have an account setup before you can use One Load.
Marco: Correct. You do need to have accounts within our various partner sites in order to distribute to them. There is a notion that folks think when they first hear about this tool that, oh, we’re distributed to YouTube and it will appear somewhere on YouTube. That’s not the case, again we are an organic distribution tool where we take your videos from your OneLoad account to accounts that you have on YouTube, Dailymotion, trying to make your life easier.
It’s more of a convenience tool especially if you are producer who is producing lots of videos and trying to get your content out there and reach different audiences, such as yourself Victoria. It really saves you time as we talked earlier about, it really keeps you more structured and organised.
Marco: And kind of scheduling things and keeping things consistent, retaining your audience, engaging your audience, etcetera and so forth.
Victoria: Look, you are absolutely right. I think the key is as you have mentioned, I do produce a massive content. A lot of it is pre-produced, ready for launch on certain days, and to sit every day and actually upload each of that is incredibly time consuming. But I can go into OneLoad and schedule everything with all of the descriptions and everything that I want, tell it where I want it to go and it goes automatically on the day.
So for me from that perspective, and for anyone who does regularly submit content, this is the way to go. It saves me an enormous amount of time in fact to the point where I have actually managed to train somebody else to do it. So I don’t actually have to do anything anymore.
Marco: Nice. Yeah, it’s a turnkey tool. Once you get it down, once you set up your profile settings it a matter of uploading and launching. That’s what we love about it.
Victoria: Okay, so Marco, a question I guess. When you go into the platform, and for the benefit of perhaps people who already are with OneLoad, and even so those that are coming on board after maybe they hear this podcast of thinking about it, there is a whole host of features inside. I thought maybe we could go through a few of those and you could explain them in a little bit more detail. Let’s start off with say for example the data feeds feature. What does it do and how does it work?
Marco: What the data feeds are essentially you are able to grab your raw data through the data feed setup to your specification. What that means is that—what is awesome about Oneload.com is that when we syndicate your video, moving forward we will not only track that video, but we will track all videos within that channel. So if you send it to YouTube channel, we will track all videos in that YouTube channel. We will grab your data and your statistics day by day, put it into our tool.
What the user can do is this data feed will give you; will export to Excel all your statistics for all videos on that channel. It could be for each channel you want and given a specific date. What is awesome is it allows you to merge your OneLoad data with other data sets that you are collecting, right?
Marco: So you know you have your OneLoad data here, maybe you might have some sort of third party statistics, compare, and contrast. But our data is specifically from the APIs of each of our partner sites. What API means is think of it as a pipeline. We are always taking the stats every time we see activity on your channel on all of your videos. That’s what the data feed does.
It just pretty much organises and puts all those stats for everything, for all your videos into a nice Excel format and you are able to kind of select the parameters and dates for that. It’s a very helpful tool, for not only content creators but like also on brands and Ad agencies when you are trying to determine which of the campaigns are pretty strong, or whether or not to turn off a campaign or re-strategize. It really helps get an insight for the user.
Victoria: Yeah, absolutely. I didn’t realise that you also track the other stuff that’s on the channel that might not necessarily have been uploaded via OneLoad.
Marco: Yeah, you definitely can. All you have to do is just upload your first video and syndicate it to your first channel and then moving forward we will take everything. That’s what we specialise here at OneLoad.com is our aggregated analytics, right? Meaning all channels you send videos to, we will provide you with analytics in a nice, presentable form in where you are able to get insight into those statistics; whether it’s with Pie graphs, with top videos of the channel in descending order, with the top views.
You could have a cumulative overview of your total comments or total ratings, or total views within that specific channel. A lot of good information there and all you need to do is just really syndicate the video. You don’t need to do anything else and we will take care of the rest from there.
Victoria: Good to know, very good to know. Okay, let’s move along, what about an MRSS feed?
Marco: MRSS feed, that is actually our most popular feature here at OneLoad.com. A lot of users love this. What that is, think of it as there is a feed which stores thousands and thousands of videos. I am using an example of let’s say Coca Cola, because they were a client of ours. Coca Cola had an MRSS feed with lots of videos, but they don’t want to upload all those videos to their OneLoad account, that’s time consuming. Who wants to do that?
What this feature does, MRSS feed is that you provide us with this feed URL, and you select a date up to when you want us to retrieve your videos. For example I put MRSS feed into the functionality, I choose February 27. And up to February 27 we will take all your videos and automatically upload it to your OneLoad account quick.
Here is the best part, moving forward, we will check your feed if there is any new items added and we have a 10 minute interval. So every 10 minutes we see there is a new item, and if there is a new item added we automatically upload it for you.
Why I say it’s a popular feature, why a lot of folks love this is because it’s an automated process. You don’t have to sit in front of your computer the whole time. You could just manage your MRSS feed, make sure videos are there and we will do the rest.
What is also cool is that it’s very flexible in the options of an MRSS feed, in terms of if you syndicate the videos and upload them to your OneLoad account. You can just have them uploaded and not syndicate, or you could have them automatically syndicate to a provided given profile.
Victoria: What would be the benefit of having them just sitting in OneLoad if they are not actually syndicated though?
Marco: One benefit is like some folk they have lots of videos that they are producing, and they want to keep it there so they can customise it or recheck it, review it, and make sure it’s good to go rather than just having it automated. It’s more they want to be in more control of their video distribution. There is a lot of reasons, but that’s more of the common reason is that they want all of their videos to be uploaded.
They want to review it, check it, make sure it’s okay, it’s good to go, or there are times where they want to syndicate some videos at some certain point in time and leave the rest there. It’s very flexible as you can see. There are different reasons why someone wouldn’t want to automatically launch to these profile settings, you know.
Victoria: Okay, Custom destination?
Marco: Custom destination, it’s really more of an advanced tool for advanced users. But just to give you an idea, think of it—you can syndicate a video file anywhere on the internet so long as you have an FTP, SFTP or an Amazon S3. In addition to the partner sites, why this is a good feature for a lot of our producers—, this is more of a content creator feature. But a lot of content creators kind of want to store their content and back it up in an Amazon S3.
That’s the most commonly used among our users, while also syndicating it to their partner sites.
Marco: It’s kind of storing it there. You can use OneLoad for storage, but can’t really download and copy it unless you are a premium user. They want to make sure that hey, we have it stored elsewhere in case anything goes down.
Marco: This is very utilised if you have your own website FTP or SFTP, we can send it to your own website. You just need to have those three options; those three file delivery options, SFTP, FTP and Amazon S3. So it’s a little more advanced. If you folks in the audience feel a little confused don’t worry about that. It’s more of like if you know what I am talking about FTP, that’s a great opportunity for you to use.
It’s not something that you can kind of get into and then try to learn. It’s very technical, if you will.
Victoria: Yeah, you have either got to be into that or not. It’s got to be something that you already using in your business anyway. And as you said, you have got the storage, you are using the Amazon or you have got your own host somewhere that you can store it.
Victoria: Yeah, good to know. Now formats, what formats can people upload? Because obviously when people produce videos they all do it in different formats.
Marco: So we support formats from AVI, MPG, WMV, FLV, MLV and MP4.
Marco: So the cool thing is let’s say you have one of them and maybe Metacafe maybe only accepts like FLV or what not, we will automatically transcode it for you. So we will transcode and compress them to the optimal specifications for each video sharing site. So if you are worried that hey this is an MLV, I don’t feel like it’s going to go to all sites, we will be able to do that for you. You don’t have to worry about that.
Victoria: That’s good.
Marco: So that you can focus on distributing, getting your content out there, getting your audience, etcetera and so forth.
Victoria: Yeah, that’s very very good because I think that is a deterrent for a lot of people. I think they have to actually reformat every one of their videos for each of the different platforms.
Marco: Exactly, so we try to solve that problem and not have the user worry about that.
Victoria: Yeah, very cool. Now what about length? I know with a lot of platforms there is a certain length that they can upload. Do you specify that when people do their upload, or do you have a sort of a standard link that you know every video is going to work on every platform?
Marco: The length differs from each partner site. We provide the user that information before they upload the video. There is a link that says “more information on video formats”, because you do need to recognise that we go off the length of the parameters of our partner site. For example, MySpace their maximum file size you can upload is 200 megabytes, versus Metacafe it’s 500 megabytes, you know what I mean.
I try to educate my users and say hey, when you are strategizing or trying to find target destinations, be sure to kind of strategize correctly.
Because if you want to send a video to MySpace, then you are going to have to compress your videos to 200 megabytes. That’s something that’s not our control, that’s just our partner sites API limitations. However, if you are talking about the length of videos being uploaded to OneLoad.com, that’s a different story.
We don’t go by like over an hour long, we go by more of like the file size. Each account has different file sizes. The free account for example has 500 megabytes, basic Business 750 megabytes, and then BusinessPro and Enterprise is negotiable with your sales rep. It could be from one to two gigabytes. It doesn’t matter how long it is, it could be like an hour long and maybe like a 750 megabyte video, that’s fine.
It just has to make sure that it’s less than 500, 750, etcetera and so forth. We just go by file size.
Victoria: Okay. Now, a question, you mentioned earlier that OneLoad can become a file storage area for your videos, but what about if you didn’t want to do that? Can you delete the videos once they have already been distributed or do they need to keep staying on OneLoad once they have been distributed?
Marco: A very good question. You can delete your videos on OneLoad and they will not delete it from the sites that you syndicated to. That’s pretty much it. We do have a feature for BusinessPro and Enterprise users where they want to take down all their videos from the sites they sent to, it’s called a recall feature. You can also recall videos from different sites. I get a lot of questions like why would someone want to do that?
Victoria: Yeah, that would have been my question. Why would you want to do that if you have got masses of use?
Marco: Right. There are a lot of reasons; a lot of possibilities, one possible reason is that we also have a lot of users who are using OneLoad.com as a B2B platform. So they have clients of their own. When a client is no longer a client of theirs, then they would like to take down those videos and kind of end their campaign, take away the value for that.
Marco: Another reason would be some clients request to take down the videos either because they could be old videos, like some of our users are real estate and some houses have been sold. They don’t want it to be on YouTube anymore because it’s sold. So they need the ad agency to recall those videos for them so when campaigns are ended they want to start a new campaign and take those old videos down.
Those are two of the major reasons we see that functionality utilised.
Victoria: Okay. What about a re-upload of the same video to replace one that’s already on that platform? I know that some platforms allow that and some platforms don’t. Is that a feature that’s available through OneLoad? So let’s say, I have put a video up but I have amended that video for one reason rather. I have to change the call to action at the end, or I wanted to change the opener or whatever it is, can you do that? Does that work or is that very much the video site specifications?
Marco: Good question. So technically if you re-upload a video and you changed it, if it has different description or different tags, whatever you are doing, if you are changing the metadata then you would be able to syndicate it back to YouTube for example. However, if it’s the same exact video you won’t be able because it would be a duplicate video.
Victoria: Right. They don’t do search and replace type thing. You can’t actually re-upload and overwrite the one that was there and still keep all off your views?
Marco: Correct. We are unable to do that just because the infrastructure in our case, the way we are setup, it’s more of like hey we are sending your video there, we start putting a video ID so that we can get the statistics from that video ID. If we syndicate that same video it’s going to be given a new video ID, you know what I mean?
Victoria: Right, yeah.
Marco: It’s not going to overwrite that. That’s actually a good thing that we can look into also Victoria. That’s a great question, thank you so much.
Victoria: That’s alright. I know from my perspective with quite a lot of things that I do, I am just upgrading right now the whole look of my site. We are changing all of the openers and closers and everything of the video. It would be great to be able to replace the ones that are there with the new ones, but I don’t want to do it and lose the views that I already have, and the comments and everything on the various platforms.
It may be platform specific as opposed to–.
Marco: The tool, yeah.
Victoria: The tool specific, yes.
Marco: Yeah, I think when it comes down to that, the bottom line it’s going to be in my opinion the platform. Because I don’t think they would want to rewrite those views, you know what I mean, especially when you syndicate that video. But it’s something worth looking into I feel.
Victoria: Yeah, absolutely. Now I am going to ask one last question which is actually about podcasting, and you did mention earlier iTunes. But I am assuming of course with that that you mean videos on iTunes. Podcasting is becoming quite big.
I have been podcasting since 2008, but it was probably big before my time. But nowadays it is huge and more and more people are not only producing podcasts but also listening to podcasts. Is that something that OneLoad have considered maybe offering podcast platforms to upload to?
Marco: We have actually talked about podcasts and maybe including audio into the platform, but we feel that would kind of deter from what our main goal is, which is video distribution. But there have been folks such as yourself that has been talking about podcasts, and the rise of podcasts. We are looking to maybe expand our offerings. So it really depends on the relationships we can find with podcasts, the engineering effort to put into our tool, but that’s still in the conversation.
We definitely didn’t disregard that, we are still talking about it. We are probably going to do some more research in terms of how podcast is doing, how it’s rising, and then maybe make a decision from there. But it’s definitely not ruled out, but keep in mind it’s not on the roadmap as of yet.
Victoria: Okay. Well, at least it’s worth thinking about.
Marco: Yeah, it definitely is worth thinking about just because like well, we have iTunes already, why not expand on that. It’s just based on feedback from our users; they never really talk about audio or podcasts. There is like maybe two or three.
Victoria: Yeah, but that could be just a marketing thing.
Marco: Exactly, it could just be a marketing thing; maybe we need to market that. I feel like it would help our tool because it could cover a lot of content for our users. I mean you have got video, you have got audio and you have podcasts, or podcasts and audio. It would be like a content creator’s dream in my opinion.
Victoria: Yeah, I agree with that.
Marco: That’s why I am definitely going to push for that and see what we can do on our end.
Victoria: Fantastic. Marco thanks so much for spending some time with us and giving us a good run down of OneLoad, I mean I am already solve as you know as I have been using it for quite some time. But I thought it would be really valuable for people perhaps who hadn’t used the service before and were thinking about it. This will give them a really good outline of what is actually available.
Marco: Yeah, definitely. Thank you so much for having me. I really appreciate it. If they want any more information, www.oneload.com, just take a look at our site, see what we do. I do hold webinars every Wednesday at 11:00 pacific time.
Victoria: Good, yeah.
Marco: It’s more of like a walkthrough of how to use the tool. I cover two basic topics, one topic, Basic Uploading and Syndication, second topic Analytics. You get a full demo for 30 minutes on how to use and work the tool. Because we feel that the more educated and informed our users are, of course they will make the best decisions.
Marco: That’s what we are all about.
Victoria: Can people register for your webinar before they actually go into the platform and use it?
Marco: Yes, they definitely can. All you would need to do is just sign up on the website. If you go to OneLoad.com Solutions and Support, you will see that link there. All you have to do is just click on it and fill out a registration form and you will be able to attend. You don’t need to create an account right away. Again, this is an informational session.
Victoria: Perfect. Fantastic Marco thanks again. I really really enjoyed chatting with you and I will look forward to talking with you again sometimes when those new podcasting features are implemented.
Marco: Definitely, hopefully they will. Looking forward to giving you an update soon and thank you so much for having me again.
Victoria: Thanks Marco.