Chad Cooper: A Guide to Exploring Online Video

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>> Vince Thompson: Hi, welcome to Dog and Pony. I'm

Vince Thompson. With new content coming on line every

day it's becoming increasingly difficult to discover

that great video you're really after. How do you find

that video, the guy adding solar panels to his Prius or

Martha Stewart's killer chocolate cupcake recipe.

Joining us today is Chad Cooper Assumed spelling, the

marketing and editorial director of OVGuide.com. A

company that's working on this very problem, helping us

find the great video we want without all the hassle.

Tell us about OVGuide.

>> Chad Cooper: OVGuide.com is an online video

indexing site and portal that basically solves a big

need in the world of online video. We're seeing great

content sprouting up in various niche level and

category-based environments like food and wine,

celebrity, entertainment, trailers. There's just a wide

variety of categories. So what we're doing really is

organizing and collecting the best sites that give our

users the great content they're seeking in that

category.

>> Vince Thompson: Tell me about these 12 million

users, where are they from?

>> Chad Cooper: We're still a majority of United

States users, but we're seeing users from around the

world. We're top 150 site in the United Kingdom where

they're looking for some great content. We have a very

well balanced demographic. We're not skewed majorly

towards male, which is traditional in online video. We

have a very well-rounded audience base, from mothers to

teens, from people looking for online homework help to

mothers trying to find the best video to help them raise

a new child.

>> Vince Thompson: Tell me about some of the hurdles

you've encountered growing this business.

>> Chad Cooper: Nine out of ten people haven't heard

of OVGuide, so it's been a hurdle just to get our name

out there. I don't have a traditional marketing budget,

I don't have tens of millions of dollars to put into

traditional marketing. Once we show a user OVGuide,

they typically come back.

>> Vince Thompson: So how do you share the message,

how do you get the word out.

>> Chad Cooper: We have thousands of evangelical

users who want nothing more every day than just to tell

their friends about OVGuide. And when you have those

types of word of mouth marketing systems in place, it

helps you. We don't have the bill boards, we don't have

the super bowl ads. We're really relying on this as a

viral technique that really gets out to the world.

>> Vince Thompson: Great product, passionate user.

How do you ignite that passionate user, what kind of

tools do you give them so they can do the best job at

selling your company.

>> Chad Cooper: We empower them to then curate their

own data. They can organize sites based on popularity,

ranking, most discussed, most favorited. They really

are able to take control, and then they're able to share

their favorite videos. They're able to interact as much

as they want or as little as they want.

>> Vince Thompson: So historically, TV Guide has

owned and dominated this in every technology. And

they've been very innovative when it comes to the

Internet. What are you doing differently than TV Guide

>> Chad Cooper: I look at kind of how people over

time have found content. And if you look at, you know,

broadcast television over the year, they relied on TV

Guide, they relied to periodicals. But now that we've

skirted over to the Internet there really is a

great plate for OVGuide, the online video guide.

Because we're not just looking at what the networks are

up to, which is where TV Guide has dominated. We're

giving everyone a chance on an equal playing ground on

the site level.

>> Vince Thompson: So how are you making money?

>> Chad Cooper: We actually just started monetizing

because we've taken an approach at building the best

product. Now that we have 10 plus million users, we're

able to then be very valuable in the online advertising

space because we are at the flux of entertainment. We

just have so many opportunities now to monetize based on

those niche categories where we built such a great

following.

>> Vince Thompson: So tell me, what's the most

exciting thing about your day.

>> Chad Cooper: Thousands of people are relying on

our site. We're solving a need every minute. So I'm

actually able with some strong analytics, I'm able to

see at any given point how many thousands of people are

currently on the site. So it's a tall order when you

have that many people really relying on you every day to

give them the best experience in online video.

>> Vince Thompson: So what's the future for

OVGuide.com?

>> Chad Cooper: We're just going to continue doing

what we do best, and that's being the best resource for

sites and search. But down the line, there's also going

to be a unique opportunity for us to probably acquire

and distribute content.

>> Vince Thompson: Chad Cooper, OVGuide.com.

Pleasure to having you on. As always, if you have

questions, comments, or ideas for guests please e-mail

us, info@dogandpony.com I'm Vince Thompson, thanks for

watching.

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