by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Agrimarketing : April 2008
28 AgriMarketing April 2008 NEW MEDIA --- SWEET STREAMING Broadband video streams are no longer nifty extras or at work time-wasters. Video is quickly becoming a useful, valuable stan- dard of Web content. With new stud- ies pointing to steep upward trends in video use, advertisers and media companies are taking action. The feature-rich functionality of Roger Johnson's combo hoist and elevator earned him an award and profile in Agriculture Online's To p Shops section. Machinery Editor Dave Mowitz writes about the ins and outs of the versatile tool, but if that's not enough information, inter- ested readers are one click away from seeing the Chandler, MN, farmer explain and use his creation in a three-part video placed beside the article. "Video adds life to the text," said John Walter, editor of Agriculture Online (www.agriculture.com). "The ability to position a video comple- menting our traditional editorial with sound, motion and location is valuable to consumers and will only grow as an integral function of the medium." ONLINE VIDEO ON THE RISE "Video is no longer a novelty," said Jason Meeker, interactive media producer at Successful Farming. "It's a viable and growing vehicle for con- necting users with relevant content, and the agriculture community is buying into it." A recent survey found that 95% of Agriculture Online's user panel members have watched an online video. According to Pew Internet Project, 57% of all Internet users watch online videos. One in five of these users watch videos daily. For the first time, young adults are spending more time in front of the computer each week than the TV screen, according to Ipsos Insight. But it's not just the "YouTube generation" devouring video content. More than half of all Internet users ages 30-49 watch videos online, a proportion exponentially larger than just two years ago. The Pew study found that news and educa- tional videos make up more than half of the videos streamed online, followed next by comedy and music videos. Patrons of Agriculture Online do not cower from new fea- tures. Discussion board activity is an important por- tion of the site's traffic with countless discussions on issues important to farmers, who find great use in net- working and building community on the Web. Now video, bolstered by the new AGOL-TV platform, is the latest evolution of Agriculture Online. AGOL-TV houses every video fea- tured on Agriculture Online in a simple, streamlined video player. Since its launch last November, video hits on the Web site total in the thousands. "Farmers learn a lot with online video," said Walter. "The Internet is a forum for ideas and a platform for the latest news affecting the agricul- ture community. All signs point to video being a critical part of enhanc- ing the experience." A NICHE FOR ADVERTISERS Approximately one out of three videos streamed on AGOL-TV is prefaced by a 15-second advertise- ment that users must watch before seeing the video. The television-style ads are short enough to keep the viewer on the page. Across the Web, advertisers are lin- ing up to get their ads built into video players. According to the research firm eMarketer, U.S. online video advertis- ing spending is projected to reach $1.3 billion in 2008 -- an increase of more than $1 billion from 2005. The boom is occurring for many reasons. First, the tidal wave of inter- net use necessitates that traditional media companies reconfigure their outlook. "The Successful Farming 360 degree approach to business is what our agri-marketing partners expect and demand from us," said Scott Mortimer, publisher of Successful Farming. "It's not enough today to provide a great printed product. We also have to provide solutions that cover a wide range of opportunities from Web, to broadcast, to database, to radio, to events and to market research. And all components must work together to provide a seamless communications solution for our customers." The AGOL-TV player allows viewers to e-mail the video link to others within seconds. According to Pew Internet, nearly 60% of online video watchers share the videos they like with friends, family or col- leagues. Additionally, 75% of Inter- net users say they receive links to online videos shared by others. The prominence of online video in the agriculture community is not yet fully realized, but based on early trends and a growing demand, the new media venture appears set to become a powerful influence among industry marketers and consumer media companies. AM ONLINE VIDEO A WIN-WIN by Ryan Hunt, Meredith Corp. This video features Successful Farming Machinery Editor Dave Mowitz showing a new combo hoist.
May 2008 Supplement