Wikia adds online video library for wikis
Michelle Clancy | 13-11-2012
Collaborative media wiki-hosting website Wikia has unveiled the Lightbox multimedia player to enable members to publish video content for The Wikia Lightbox will feature nearly 100,000 videos and 14 million photos, including content from premium partners AnyClip, IDG, IGN, RealGravity and ScreenPlay.
In all, the site is adding 5,000 hours of premium content from which to choose to embed in their postings. It's also rolling out video advertising options in tandem with the launch.
Through the Lightbox, Wikia users will be able to stream trailers, previews, clips and exclusive studio videos at up to 1080p HD video quality as well as browse through an entire collection of multimedia assets by page. The product will enable users to curate professional, licenced content that can be integrated with original wiki content to create a richer, fuller multimedia experience with more than 100,000 professional videos clips from premier content companies.
"The new video library and Lightbox player will amplify Wikia's naturally strong community creation and curation activities by enabling the assembly and packaging of user-created and premium photo and video content in one place," said Wikia CEO Craig Palmer. "This also gives us the opportunity to bring our users the best professional video content available on the web. Like the recent redesign of our Home Page (www.wikia.com) and Hubs (for example: www.wikia.com/entertainment), these efforts will make it even easier to showcase the passionate pursuit of knowledge through collaborative storytelling."
The strategic direction to curate and offer online video content comes at a time when the comScore Video Metrix service recently reported that 180 million U.S. Internet users watched online video content in July for an average of 18.5 hours per viewer, creating greater engagement and opening up advertising opportunities with a wide array of influential consumers.
During beta, the Lightbox offered multimedia collections on wikis such as Shrek, Mortal Kombat, Hunger Games and Lord of the Rings. The Lightbox is now available to all 250,000+ Wikia communities (the site has 50 million monthly global visitors) across its video game, entertainment and lifestyle categories.
The player can be triggered from any photo or video thumbnail or users can navigate directly to the entire collection of video on any given wiki by selecting the new stand-alone video collection page in the wiki navigation bar. Users can select video content from a source library (http://video.wikia.com) that aggregates video assets available for any Wikia contributor to post and curate. Wikia's multimedia Lightbox also allows content to be shared with friends even if they are not Wikia users, via e-mail, Twitter and Facebook. And in the near future, Wikia users will have the ability to embed Wikia videos on their websites and blogs.
The site is also offering video advertising offerings (video pre-roll, companion ad units within the Lightbox's interstitials and a full sponsorship option) to create branded video player opportunities.
"The Wikia Lightbox video advertising option gives sponsors a new canvas where they can tap into the influence of the Wikia community to create real brand stories in digital space," commented Wikia's senior vice president of sales, Bob Huseby. "These specs help creativity flourish by making it easier for brands to take advantage of our video ad inventory while allowing advertisers to deliver in-stream interactive video ads with the confidence that users will always receive a consistent, clean and well lit viewing experience on all of our wiki's and pages."
Wikia's first comprehensive update to its in-stream video advertising standards are designed to deliver a variety of enhanced video advertising experiences. Current beta testing across 450 wikis has shown that users that engage with the Lightbox are 20% more likely to view the next video in the collection, the company said. Some beta campaigns have shown nearly an 8% CTR on pre-roll video ads and a 75% video play rate on pushdown video ads.
Using Wikia, users can form new communities around any subject or participate in more than 250,000 existing communities by reading or contributing new content. With more than 20 million pages of rich content, Wikia's communities are the most authoritative information about any topic on the Internet.