Review: Part III: Overlay.TV
Being an Ottawa-area startup, Overlay faces a relatively uphill battle for recognition, but from official reports appears to be on the right course. The initial reaction was "huge" and gave a solid base to work from, according to Lane. This was partly helped on launch day by This Week in Tech's Net@Nite podcast, which highlighted Overlay.TV literally on the same day as the service entered its public beta. The number of affiliates is also said to be growing daily and is adding both major players as well as local shops.
And while the service is less than two weeks old as of press time, the distinct possibility exists that the Overlay.TV website could serve as a portal if it catches on. While cautious, the executives said it was "not out of the question" that people could ultimately begin visiting Overlay.TV first as a form of hub, even if the actual videos themselves are hosted by separate providers (primarily for copyright purposes).
The front page today -- something likely to change in the future
Regardless of what happens, the service is bound to diversify quickly if it succeeds. The ease of signing into the Overlay service is likely to be one of the first changes. Today, users either need a separate account or else the willingness to install a Facebook web app. That's likely to change and may include Google's OpenSocial cross-site web app platform, though letting users sign on through that service will have to wait both for a more finalized OpenSocial service as well as signs of a warm market reaction.
Overlay.TV likewise isn't bound to running in Adobe's Flash web browser plug-in. As Overlay's service is ultimately a back end, the front end can change relatively easily, Cope says. Although nothing is determined at this early stage, a Microsoft Silverlight version might be possible, as might a version for Flash Lite 3, such as Nokia's Nseries, are prime candidates for a mobile version since they can already play Flash video from many websites. The possibility also exists for Internet-based video devices that have no support for Flash or Silverlight at all: a networked media hub (such as the Apple TV or Monsoon Hava) or even a data-ready cable TV network could let viewers point to, view, and possibly buy a product seen in the middle of a TV episode or a downloaded video.
Saying goodbye
Whether the concept of user-chosen ads works out well enough to result in such widespread exposure is far from certain; an official release may need weeks or months before the service is completely ready. However, even a brief visit to Overlay's offices made it clear that there's at least far-reaching ambition at the company that doesn't often exist at other Web 2.0 firms, whether they're in Ottawa or nestled in a hotspot like Silicon Valley. If this company succeeds, it hopes to be the dominant force for Internet video ads -- a potentially vital role as faster Internet connections render one-way video obsolete and make online video the norm.
Overlay.TV intends to build the "user-generated platform of choice," Lane says.
- No automatic ad creation for heavy-duty users.
- Auto ad creation technology may favor big advertisers over independents.
- Revenue cut isn't as large as for a direct deal.
- Still in a Flash-only public beta (for now).
- Auto ad creation technology may favor big advertisers over independents.
- Revenue cut isn't as large as for a direct deal.
- Still in a Flash-only public beta (for now).
- Anyone can advertise on their videos: no deals needed.
- Users pick how and who they advertise, and have an easy time doing it.
- Viewers have as much control as they want over ads.
- Doesn't need a custom app.
- Optionally ties into a FaceBook web app for sign-ins.
- Likely to expand to cellphones, media hubs, and non-Flash platforms.
- Users pick how and who they advertise, and have an easy time doing it.
- Viewers have as much control as they want over ads.
- Doesn't need a custom app.
- Optionally ties into a FaceBook web app for sign-ins.
- Likely to expand to cellphones, media hubs, and non-Flash platforms.
Top