MTV and MySpace Launch Video Ad Deal with Fingerprinting Technology
If you thought YouTube’s click-to-buy feature was neat for music labels, allowing them to add links to purchase music on pirated videos featuring that music, you’ll love this: MTV has partnered with MySpace to identify videos posted to MySpace that are copyrighted by MTV, using audio and visual fingerprint technology. And here’s the good part: instead of getting medieval on pirated videos’ hineys, MTV gets to add ads.
The fingerprinting technology, provided by Auditude, is apparently so good that they’re encouraging MySpace users to upload all the pirated MTV Networks content they want—including such long banned shows as The Colbert Report.
But, as RWW points out, Auditude doesn’t just identify the clips (emphasis added):
With Auditude, MTV Networks will be able to identify practically any of their content on MySpace – so long as Auditude has a record of it – without relying on user-generated keywords or tags. Once identified, the MySpace-hosted MTV content becomes an advertising platform for MTV. Auditude allows them to add a video overlay to the clip, advertising the content source, the original broadcast date, and links to purchase the entire episode or other related content.
But the coolness of Auditude technology doesn’t stop there. Join me in my usual data salivation as I say: analytics. Yep, according to Read Write Web, Auditude provides analytics form the video overlay data, including views and uploads.
Now, you know why I’m so excited: I heart data. But why is this so important to MTV Networks? (Nielsen ratings, anyone?) MTV’s channels will now have up-to-the minute stats on exactly which shows and music videos are popular. Heck of a lot better than relying on TRL, don’t you think?