Feeding the Video iPod

Citation

Pitta, D.A. (2006), "Feeding the Video iPod", Journal of Consumer Marketing, Vol. 23 No. 2. https://doi.org/10.1108/jcm.2006.07723bag.001

Feeding the Video iPod

Steve Jobs, the legendary co-founder of Apple Computer, hit a recent home run with the introduction of the iPod, the music storage and play device that is sweeping schools and other organizations. Jobs has attempted to repeat the success with his new Video iPod. The Apple web site boasts that the new iPod packs music, audiobooks, podcasts, photos, video, contacts, calendars, games, clocks and locks in a design up to 45 percent slimmer than the original iPod. The new capabilities raise the question of where to get the content. Apple has a host of sources. It will allow users to choose from over 2,000 music videos at the iTunes music store. One can buy them for $1.99 each, sync them to an iPod and take them anywhere. In addition, users can purchase ad-free episodes of favorite ABC or Disney television shows and watch them wherever one desires. The new iPod has an amazing storage capacity. It can store over 150 hours of video, selectable from the Click Wheel. Videos selected can be viewed on the 2.5-inch color display.

It is quite possible that the content an average user stores on his or her iPod will be more costly than the iPod itself. This has given content suppliers an opportunity to satisfy this demand. Recently, one website became one of the first providers of free video iPod content, including expert car reviews, late-breaking auto news, and live SEMA coverage. The SEMA show is the premier automotive specialty performance products trade event featuring performance, accessories, and motorsports products.

Within a week of the release of the Video iPod, Autobytel’s CarTV, the web’s leading provider of original automotive rich media, was poised to meet the demand for video content to play on Video iPods. CarTV is providing a dedicated Video iPod download center on its popular consumer site, (www.cartv.com). In addition, content is also available at Autobytel sites Autobytel.com, Autoweb.com, Carsmart.com and Car.com. In contrast to the iTunes music store this content is free. CarTV is one of the very first companies to provide iPod Video support and free content. As a result, CarTV is exploiting emerging technology to entertain and inform automotive consumers while providing parent company Autobytel with new ad revenue and brand-building opportunities.

The release represents an intelligent marriage of market segmentation and technology. The iPod has been described as a revolutionary media technology. In addition, iPod users are a prime car-buying demographic. Furthermore Video iPods are an ideal platform for the dynamic, hands-on automotive content that CarTV produces. For the true car enthusiast, CarTV content is very appealing. CarTV provide breaking automotive news, auto show reports, sports and racing events and how-to-videos. Now they can literally be in the palm of one’s hand. Access to CarTV video on an iPod means that consumers can watch – and dealers can show – a respected third party video review of a vehicle under a car buyer’s consideration right on the dealer’s lot. That third party credibility can be a powerful influence on a car buying decision.

CarTV.comwww.cartv.com

The CarTV.com web site features an autoplaying video that covers the week in automobile news. A newsreader covers significant events while visitors may scan the comprehensive list of automotive videos. It seems like all brands and most models have their own evaluative video.

There is a special iPod downloading area which provides instructions as well as a selection of downloadable videos.

Downloading to an iPod.

The CarTV directions tell users to take “CarTV video with you on the new iPod with video! CarTV has converted a selection of popular video reviews to work on the new iPod (new videos added each week). Downloading these videos to your iPod is easy - just save these files to your hard drive and drag them into iTunes. The videos will then be added to your iPod when you synchronize with iTunes.” We actually tested the download and it was straightforward.

CarTV’s initial menu of downloadable Video iPod content includes a host of third-party new vehicle reviews that includes most of the new cars available today. In addition, there are step-by-step car maintenance tips, and a weekly automotive news program covering late-breaking industry announcements, trends and issues. CarTV will also provide Video iPod users with daily coverage of the SEMA show in Las Vegas, a hot-ticket event for young urban “tuners”, or car customizers.

Moving forward, CarTV plans to continue to convert its library of original automotive video content for Video iPod usage while developing new content and automotive ad platforms focused on the largely young, affluent Video iPod market. Publicity releases state that visitors to CarTV.com have viewed more than 121,000 hours of car commercials and original CarTV content. The content includes reviews, editorial features, interviews and auto event coverage. So far in 2005, the site is one of the leading providers of automotive rich media on the web.

The web site contains a selection of new car reviews including the 2006 BMW 545i, 2007 Honda Civic Si, 2006 Hyundai Sonata, 2006 Mercedes M-Class, 2006 Mitsubishi Eclipse, BMW Z4 Coupe Concept, 2005 Volkswagen Jetta, and the 2006 Pontiac Solstice. There are also numerous SEMA show based videos including views of some of the show exhibits and interviews with industry leaders.

The site and the iPod connection represent one of the new media that advertisers find vital in the quest to attract consumers’ attention. With the fragmentation of traditional broadcast advertising media and their inability to reach consumers as they once had, advertisers are looking for another pathway to consumer awareness. The iPod-CarTV connection is a clear pathway to the automotive enthusiast. The Video iPod may be the ideal medium for other industries to provide free video content and simultaneously create ad revenue.

About Autobytel Inc.

Autobytel Inc. (Nasdaq: ABTL), a leading internet automotive marketing services company, helps retailers sell cars and manufacturers build brands through marketing, advertising, data and customer relationship management products and programs.

In our next issue, we will investigate other informative sites and invite readers to submit their favorite internet sites for our consideration.

Reader requests

Please forward all requests to review innovative internet sites to: Dr Dennis Pitta, University of Baltimore, 1420 North Charles Street, Baltimore, MD 21201-5779, USA. Alternatively, please send e-mail to: dpitta@ubalt.edu for prompt attention.

Edited by Dennis A. PittaUniversity of Baltimore