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Tubifi: Democratizing Mobile Marketing

eMarketeer says mobile display ad spend this year will reach $1.1 billion, with rich media ads accounting for half that. Today’s launch of Tubifi promises high impact, low cost video ads – plus a multiplier effect.

tubifi1 Tubifi: Democratizing Mobile Marketing

Previewed back at DEMO Fall 2012, Tubifi is a refined video production platform with a “trifecta” of elements aimed at impactful video. The service provides a drag and drop editing tool, ready to use stock content, and a network of creative talent, all accessible from a user’s browser window. How does the service “multiply” all that web and mobile marketing ad spend? Tubifi supercharges workflow and chops expenditures.

I spoke with InfoWorld Editor and Tubifi CEO Martin Heller Sunday about today’s public release.  From our discussion, Heller and his team have essentially married cutting edge video editing, with user friendliness, a vast media library, and crowdsourcing the way it always should have been. Here is the basic list of what Tubufi users (producers) can expect:

  • Easy, fast use of stock footage that greatly reduces the cost of and time of video production
  • Use of comp stock footage in the cloud that allows creatives make prototypes quickly and cheaply
  • Prototype video allows a client approval before agency footage buys and final edits (this is a huge savings)
  • Agencies profit margins go up on video projects, agencies can now accept clients with lower budgets
  • A vibrant collaborative marketplace lets agencies and businesses discover one another
screenshot Tubifi: Democratizing Mobile Marketing

My Tubifi dashboard – slick as a whistle with very few bugs

Packed with innovative features and methods, Tubifi really does “democratize” web and mobile video production. What once cost $25,000 or more to produce, can now be created at a fraction of that. It’s important for “non-production” types to understand the current process for making marketing video, to understand the value of Tubifi. For one thing, the whole “ordeal” of writing, shooting, buying stock media, editing, getting approval, re-editing, buying more stock wares, more approvals, and so on – you get the picture. Well, Tubifi chops most of that onto the cutting room floor.

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Tubifi’s video editing aspect – drag-and-drop a movie, basically

Another powerful feature of Tubifi is its streamlining of workflow, and yet another being able to cut expenditures on stock video and images. The latter case makes Tubifi super powerful economically, as producers only pay for stock content “as needed”, not in advance. Agency pros out there will understand fully, as this aspect can run into serious bucks.

For some Tubifi’s biggest advantages will be integrating artistic talent into the workflow mix. But to further classify the service I asked Heller, who is also a  rocket scientist at Alpha Software, about Tubifi differentiation form services like; TurnHere, VidMaker, PixelFlow, SpotMixer, and others. He then spoke of Tubifi’s empowering producers to stream and edit on the fly, with no upload, download, or buying of stock  necessary until the end result is satisfactory, or:

“Tubifi unleashes a video editor’s creativity by providing frictionless access to stock footage.”

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The Tubifi creative community – filtered for videographers

Take Away

Browser based, drag and drop simple, time and money efficient, and connecting “a world of content to a universe of creative talent”, Tubifi looks like a real force to contend with in the online and mobile ad marketplace.  Now virtually anyone can afford to create what Heller described as  “pitch quality video”,  at a fraction of the normal cost.

Is the service perfect? Not by a long shot, Heller even admitted as much saying it will take time to react to user feedback, to continue “evolving” the product, and so on. Does Tubifi take food off the table of big time agencies, video editing software companies, and other players in the video ad game? Tubifi will enable more than inhibit the industry, two cases in point being video production companies and ad agencies. Now, with the cost and time savings Tubifi contributes, far more business will be at hand. All those companies on a budget can now afford ads on all those mobile devices too.

That’s democratizing.

The video below from the Peruvian Children’s Fund was made as demo of Tubifi.

 

me Tubifi: Democratizing Mobile Marketing
Phil Butler is theEditor at Everything PR, Argophilia Travel News,  and Senior Partner at Pamil Visions PR. He’s a widely cited authority on beta startups, search engines and public relations issues, and he has covered tech news since 2004. Phil wrote in the past for ReadWriteWeb, Mashable, Profy, SitePoint, Search Engine Journal, AltSearchEngines. Follow Phil on Twitter or send him an email at phil [at] pamil-visions [dot] com.
me Tubifi: Democratizing Mobile Marketing

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7 thoughts on “Tubifi: Democratizing Mobile Marketing

  1. It is always good to have options. Marketers have to go with the most cost-efficient solution, and sometime budgets are very small compared with the results expected. Tubifi sounds like a good tool for marketers needing such ads for the mobile environment:)

  2. Looks intriguing for sure, but what are you thinking is costing 25k to create a simple video? Maybe I’m not fully understanding you, or maybe I need to jack up my prices lol.

  3. Very cool indeed. This has the potential to become a disruptive product.
    Who says innovation is not alive and well in the USA?:)

  4. This is a super cool service. Now I can’t wait for someone to come along and devalue video the way infographics have been devalued :P. No, but really this is super cool. I know what I’ll be playing around with later today.

    1. @Chris. I know, I am messing with it too. With a bit of push, a bit more high end capability, Tubifi can really rock the market.

      Thanks a lot for the input Chris.

      Always,
      Phil

  5. Another thing to think about when offering this video production program at a fraction of the cost is how it may allow new entrants into the market. It may increase the competition between large agencies and new boutique firms that can accomplish the same tasks at lower prices. As the archaic method of writing, shooting, buying stock media, editing, getting approval, re-editing, buying more stock wares, more approvals, is replaced by this software, it will be interesting to see if large traditional ad agencies will be able to compete.

  6. The footage for the Peruvian Child Fund video wasn’t stock; someone had to shoot it. And the VO was professional.

    But it looks like an interesting video editing/compilation tool.