Making online video convert

In “Getting A Reaction From Online Video”, Brian Massey at ClickZ does a good job of breaking down what should be an obvious point: online video works better when it’s embedded in an focused landing page design. He expands on it in at a talk he gave at PubCon 2011.

For example, compare the landing page for the epMotion viral video vs. the decontextualized video below. Which one is more likely to make you want to find out about the product?