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Creating Video for Multi-Screen Viewing

June 27th, 2011 by Brian Baumley

Know Your Audience (And The Screens They Use Too)

I spent time this month at the annual Cable Show in Chicago. This is where cable operators, programming networks, technology vendors and more gather to talk about the latest trends, issues, show new tech capabilities and more. One of most discussed topics at the event was the opportunity that exists to deliver content that meets multi-screen demand. Essentially, as more consumers walk around with video-capable smartphones and tablets, how will the industry deliver programming to these devices?

Along these lines, we’ve had more than a few discussions with customers lately about how they’re adapting the creation process to accommodate viewing that’s extending beyond traditional TV and PC screens, to mobile devices.  Here are some interesting takeaways:

More Devices = More Viewing Opportunity. Many companies used to justify a lack of video content by pointing to a small potential audience. As I write this, I’m surrounded by three screens (TV, PC, smartphone), all capable of competently displaying video content. So now, even on the go, my smartphone makes me a constant potential audience member. (And there are many more like me.) Ready or not, the audience is there, waiting to be engaged.

Different Screens Demand Different Content. Maybe you already recognize the opportunity to deliver content that can be viewed across a variety of devices. But that doesn’t necessarily mean that you should just repurpose all of your existing video for viewing on all platforms. When creating content, consider the size of your viewer’s screen when thinking about video length, shot composition and your video’s purpose. And think about the circumstances under which they’ll be viewing. For instance, a long training video might work better for TV or a PC during the workday. But a training recap or refresher might work better delivered to a phone for the commute home. Sure, anyone might be willing to compromise and watch Avatar on a 4” screen if they really want to see it at that moment. But will the same be true for your video? Make the viewing experience comfortable and purposeful.

Be Smart About Tech Requirements. We don’t want to get into a big discussion about codecs here, but remember that not all video can be displayed on all devices or with available bandwidth. For instance, if your video is set up in Flash, you’re going to lose iPad and iPhone users. If your file sizes are large and/or you’re not using adaptive bitrate streaming you’ll lose those that don’t have a good 4G or 3G connection. Pay attention to the browsers being used to access your site and prepare accordingly.

You have more opportunities than ever to reach viewers with video content. Use these opportunities wisely and watch your view count grow!

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Preview New video.Market7 Annotative Player

December 25th, 2010 by Seth Kenvin

Market7 Release From Dec 20 ’10

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1 Comment

Debut Demonstration of Annotative Player on iPad

December 20th, 2010 by Shannon Newton

Full Mobile Access To Our Complete Service At Philz Coffee, Or Anywhere

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Market7 Goes Mobile With Latest Upgrade

December 20th, 2010 by Brian Baumley


Annotative Player module for content review integrates HTML5 and Flash technologies for full video.Market7 service availability across devices.

SAN FRANCISCO December 20, 2010 – Market7, Inc., a provider of web-based software for collaboration in the development and management of creative content, today announces full mobile support for its video.Market7 service. By bringing together HTML5 and Adobe Flash® technologies, mobile devices including Apple iPads®, Apple iPhones® and those based on Google Android™ now have full access to the flagship Market7 product. This is especially important in media production as real-time communication and coordination among teams that are frequently on-the-move becomes a necessity. Support for mobile is among several user-experience upgrades being made to Market7’s popular Annotative Player module for team review of and communication about media content.

“Market7 is fulfilling customer demands about uploading and accessing any format of video, from any location and on any device, consistent with the increasingly mobile and multi-platform ways we all use internet services,” says Market7 CEO Seth Kenvin. “Media professionals and their production processes are especially dynamic, and more mobile support along with other advances of our Annotative Player further strengthens Market7’s solution for making better video content more efficiently through enhanced collaboration.”

Key functionality being added to the Annotative Player module, which integrates video play with interactive messaging, includes:

  • Multi-device playback. Video format is intelligently determined based on device capabilities in terms of whether to stream HTML5 or Flash;
  • Better video quality. All content, including uploads since earliest use of the video.Market7 service, play at higher resolution;
  • Dynamic streaming. Immediate play of any portion of a video availed regardless of stage of download;
  • Full-feature scaling. Users can play content at virtually full-screen dimensions while still taking advantage of messaging and interactive features;
  • Improved look and feel. The player interface has been re-designed for better form and function in both mobile and computer-based usages; and
  • Faster access. Enhanced digital video transcoding practices enable most H.264 videos to be accessed by HTML5 or Flash immediately upon completion of upload.

Enhancements are currently available by adding “/v2” at end of the URL for any video file being shown in the Annotative Player, and they will soon become default features.

“As video.Market7 continues evolving and becoming more globally deployed, we are maintaining tight engagement with our customers, responding to their needs,” says Kenvin. “Closing a successful 2010, we look forward to additional enhancements to the Annotative Player and other aspects of video.Market7 that continue improving media production by our growing customer base among major media players and Fortune 500 companies.”

About Market7, Inc.
Market7 addresses needs of corporations and other organizations as they expand use of video for content commercialization, marketing, recruiting, support, training and other purposes, but often find the production processes to be confusing, inefficient and expensive. The company’s online environments are for all of the collaboration between video producers, their clients and any other parties involved in the process. This includes features for overall project management, conceptualization, script development and footage review. These aspects of video.Market7 web services have been used by dozens of organizations for hundreds of production projects. More information is available at

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video.Market7 release from Jan 27 ’10

February 1st, 2010 by Seth Kenvin

Dynamic streaming improves quality of video, and quality of play experience, and more

As our base diversifies, including expanding use on bigger budget production projects that tend to involve longer footage, customers increasingly request that our player functionality be immediately and comprehensively available for any portion of small or large video files. Our initial player functionality has been based on progressive download, meaning that once a video is requested, it loads in timeline order, and later portions of the video aren’t immediately available until the download catches up. As part of our assessment, and after experiments with a few commercial streaming servers, we determined the best approach for us is to engineer and implement our own approach to dynamic streaming, which we’ve spent the past month or so developing, along with a few other cool annotative player features, demonstrated here:

To assure good customer experiences, and even though we’ve already extensively tested, we haven’t yet turned on the new dynamic streaming for everyone, and we’re asking for volunteers. If you would like us to turn on dynamic streaming for (a) particular project(s) of yours, please email or letting us know which project(s) and we’ll do so. Once we confirm that video play and annotative interactivity works robustly across projects, video files and users, we’ll turn on dynamic streaming everywhere, which should occur during February 2010.

Dynamic streaming, like its name indicates, allows users to click anywhere within timeline of a video immediately upon load, and play of video from that requested point is immediately responsive. Also, in implementing the architecture we have also allowed for Flash (.flv) and H.264 (ex: .mp4, .m4v) videos to be in-the-clear in our player so they do not get transcoded, meaning that they are immediately available for play upon upload, and that they are played at full quality of the source content with no modification. Videos of other formats do still have to be transcoded to Flash for our player, although from the File Actions button in our player, the original states of those videos can be downloaded with full fidelity for file-transfer purposes including to see un-modified in a compatible player. One more change we made to our player is allowing j-k-l keyboard shortcut navigation back-play/pause-forward, and the same for left and right directional arrows and space-bar, with additional benefit of visual fast-forward and rewind by holding down the appropriate keys.

The player enhancements are demonstrated in the screen-capture video towards the top of this blog post. Other enhancements with this release include:

  • Continuing last couple of months’ theme, we’ve made still more speed improvements, especially this time for loads of project home pages
  • Improved layout and presentation on printouts of pages from Script, Task and Event modules
  • Easier flow for inviting new members to projects
  • Activity feed reflects the first time a new member logs into a project

And again, please do email to or letting us know projects of yours you’d like us to move to dynamic streaming immediately so that you can try it out (and please let us know how it works for you).

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Adobe, Omniture Combine Creativity And Marketing

September 18th, 2009 by Seth Kenvin

We Share Belief In Right Timing To Bring Together Previously Disparate Worlds

Big tech merger & acquisition news this week with announcement of Omniture, which provides web services used to maximize performance of online marketing and ecommerce, combining with creative and rich media software giant Adobe for $1.8 billion.  This deal is largely about bringing full circle the development, delivery, analysis and optmization of use of media in business. This cycle proceeds from domain of creative professionals to that of the marketing professionals and others who commission and utilize creative content. Adobe CEO Shantanu Narayen highlighted just such a point in a conference call that included coverage of the deal:

“Adobe’s Creative Suite products and Flash platform help customers create and deliver engaging experiences. The addition of Omniture’s online marketing suite will help customers measure, analyze and optimize the impact and value of those experiences creating a continuous feedback loop.”

Market7 salutes and shares this belief in the time arriving to close the gaps that tend to separate the sources from the patrons of  creativity.  One of my common citations in describing Market7 is that we address fact that creatives are from Venus wheras those who commission and utilize their work are from Mars, and our role is to help these disparate groups comprehend each other, communicate and organize the work they must do together. Adobe and Omniture are principal players in many settings of video.Market7 use, and we look forward to witnessing the implications of these formidable players combining.

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