Video monetization with Adobe Story – now in beta

Wednesday, September 16th, 2009, 138 views
by Richard van den Boogaard

It’s all about metadata baby. That certainly applies to video marketing. Until search engines are able to really read audio or video (if ever), we depend on the data that describes the data. With the introduction of the beta version of Adobe Story, Adobe starts recording metadata where it should – in the pre-production phase of video. Interesting development, but not a panacea.

The beta version of Adobe Story is now available in Adobe Labs. This end-to-end workflow solution allows those involved in a video production process to work alone and/or collaboratively on scripts. Since metadata is now accurately recorded in the crucial pre-production phase, one can imagine what value it has for all the other phases – up until publication to multiple screens. Instead of trying to describe audio or video through speech-to-text or video recognition tools, which nonetheless remains valuable for archive material, Adobe recognizes the importance of metadata.

One can easily imagine what effects this will have in terms of Video SEO and Video Monetization. Since all metadata is available, publishing video will become easier. This certainly streamline VSEO efforts, although some SEO-friendly copywriting skills will still be required. Interactivity is another one: by having the dialogue available, you can make the content more easily searchable or make that paid-for product placed cereal box or Gucci dress instantly clickable.

There is one catch, however: much like the name of the product implies, it works for stories: that is, scripted content. Non-scripted content (news, interviews) still depends on either manual transcription or automated speech-to-text software.