Denver company's video indexing a highlight vault for college hoops fans
Thought Equity Motion creates content out of basketball games by layering data over critical plays, enabling better searches.
By Andy Vuong The Denver Post
When the Duke Blue Devils renew their basketball rivalry with the North Carolina Tar Heels this season, the recording of the games will involve a new dynamic.
Denver-based Thought Equity Motion will manually log every dunk, foul and crucial play and embed the "metadata" into the video, creating online content that can later be searched and separated into categories.
The added layer gives viewers a richer experience and rights holders another way to monetize content long after the initial broadcast.
"What we're really doing is making a new kind of media — a whole new category of content where the content becomes smart," said Kevin Schaff, chief executive of Thought Equity, a video-platform and rights-development firm.
That smart content is made available to fans through websites such as the ACC Vault, set to launch today at TheACC.com/vault, featuring 100 classic Atlantic Coast Conference games dating to 1983. Marquee games from the current season will be added based, in part, on fan voting.
Fans can watch past games from start to finish or search for specific players or plays, such as blocks and dunks. They can share an entire clip or a certain moment in the game on social-networking sites.
Thought Equity, founded in 2003, previously worked on the NCAA Vault, which went live in March and offers access to every NCAA Tournament Sweet 16 game over the past decade.
For businesses, the smart content allows for microtargeted ad campaigns.
"If I've got all this content sliced up and with all of the metadata, all of a sudden Dunkin' Donuts can run a promotion against every dunk that happens in a basketball game," said Dan Weiner, vice president of marketing and products for Thought Equity, which is testing such sponsorships.
The Internet has been slower to sap ad revenue from broadcast than from print. Online video ad spending is projected to exceed $1 billion for the first time this year, according to Forrester Research.
That compares with an estimated $70 billion spent on TV advertising.
"Online video advertising is probably trailing online video consumer usage by a pretty good margin, which is why a lot of people have been predicting that it's going to go up," said Andrew Frank, vice president of research for Gartner.
But will marketing tactics such as placing a Dunkin' Donuts logo during in- stream dunks catch on?
"It sounds like it's a nice compelling gimmick or trick," Frank said. "I'm not sure whether tricks like that are going to be so abundant that it's really going to move the needle on spending. But everything that helps create more impact is helpful."
Thought Equity, which has licensing deals with movie studios such as Sony Pictures Entertainment, could eventually incorporate its video technology into films.