The revolution will be streamed. Why video will lead the changes in the media and adverting landscape
For all of you interested in what the leaders of mayor players like Google, Blip.TV, Cisco Media or Joost think about online video marketing and advertising in 2009 and 2010, watch this video recorded of a panel discussion, moderated by Jack Myers during 2008 Monaco Media Forum. Myers starts off saying, that despite total ad spending will be down for the second year in a row, video online advertising will see a 70% growth compared to last year. In a second round each of the panelist talk about their respective current business and revenue models. Online video companies and distributors listen up!
Some highlights:
Dian Kaplan, COO of Blip.tv: video advertising will be big, for 2 simple reasons
1) Audience is moving online.
2) There is a great opportunity in times of economic turndown to spend your marketing money on the web where you can exactly target and track your audience in a way which is absolutely not possible on TV.
Mike Volpi, CEO, Joost:
1) Online video advertising is more efficient and retain users more than other online contents because it integrates brand message and call or click to action creating substantially higher click through rates.
2) You need to design a intelligent syndication strategy for your contents and products, not everything should be everywhere. The media owners how do that best, will be the most successful.
Henrique de Castro, Managing Director, European Sales & Media Solutions, Google:
1) Media agencies don’t know if video content is TV or online budget, the user on the other hand does not care where it comes from.
2) Video can’t have too much advertising content, because otherwise users will get over-saturated and turn away, just like on TV.
Dan Scheinman, General Manager, Cisco Media Solution
1) Cisco is in a very experimental phase, building platforms where we are trying to figure out how to optimize the experience for the user; this includes mobile content.
2) Media brands will be back in the online video context in the next years.
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