Commentary

2012: The Year Of The (Video) Dragon

I recently attended a Goldman Sachs event.  A member of their team took the stage to speak about many different factors affecting our economy, and said 2012 would be a year of prosperity. I agree -- especially when it comes to online video.

I’ll explain. There were times, very recently, when things like iPad apps, or social media, (whatever that really means) took precedence over video. Other times, publishers “were not really monetizing video” yet because Tremor was yet to be around. When 5min’s syndication was yet to be available. When WatchMojo CEO was yet to educate the market about video production. When there were only CPC, CPM and CPA -- not CPV. Times before Brightcove had the “Play” annual event with 500 attendees. Before Louis CK published his show on the Internet only. Before Adap.tv introduced an RTB platform for video. Before Youtube generated a billion dollar in revenue through its YPV program. Before Netflix changed its pricing model to encourage online video streaming and took a mega-dive in price per share, and before people admitted that video was somewhat desired -- but less obvious. Yes.

If you are involved in the video space, then you know what I’m talking about. Video was cool but it was not “it” just yet. However, 2012 has arrived, and now video is becoming “it” -- yes!

Publishers realize that it’s time to double down on video -- and for a reason. Video monetizes better than anything else: advertisers come for your video inventory and stay for the rest. Premium publishers claim $30-$50 in video pre-roll revenue -- mind you, that is 8x-10x the range over display advertising. So I already see Directors of Video being hired by companies, and I see events that are all around video, and I see competition around video that indicates the beginning of the space’s maturity. I see big companies hire consultants to advise their board on how to build a video strategy. I see video is becoming real.

I feel 2012 is the year of video -- mainly because it is now monetized. Real traffic of video views now means real and superior revenue. Being a top publisher without a real video strategy or millions of video views is irresponsible.

For the Chinese, the Year of the Dragon happens only every 12 years, and it means the luckiest year of all. Interestingly enough, 2012 happens to be the Year of the Dragon. If you are now in the video space, you’re in the right place, since this is the Year of the (Video) Dragon. Good luck!

8 comments about "2012: The Year Of The (Video) Dragon".
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  1. Ashkan Karbasfrooshan from watchmojo.com, February 1, 2012 at 11:41 a.m.

    Thanks for the shout-out.

    If WatchMojo has become synonymous with video production in your eyes, then we must be doing something right ;)

    Much appreciated.

  2. Mark Walker from aka Media Mark, February 1, 2012 at 11:45 a.m.

    Adam, I am SO glad the you, and many others, have picked up on my "Year of the Video" theme and continue to expand it wide and deep. This really IS the perfect time for every business to start, or refine, their video strategy be it online, on-air or distributed via DVD. Keep it going!

  3. Jason Anderson from Lucky Rock Media, February 1, 2012 at 3:03 p.m.

    Here's to hoping that the year of the video includes a holistic strategy rather than the us vs. them thinking that we witnessed at NATPE between most "web" distributors and the traditional TV folks. Being a top network or distributor without a complementary strategy in and out of the living room is equally irresponsible.

  4. Adam Singolda from Taboola, February 1, 2012 at 4:46 p.m.

    Thanks Jason, Mark and Ash for the comments (and Ash - of course :-)).
    I wish us all one heck of a great (video) year !

  5. Jason Krebs from Tenor/Google, February 1, 2012 at 4:51 p.m.

    Be the dragon!

  6. Jason Anderson from Lucky Rock Media, February 1, 2012 at 5:10 p.m.

    Ditto on the props to WatchMojo! Keep the great video content coming, Ash.

  7. Mike Mcgrath from RealXstream PTY LTD, February 1, 2012 at 10:06 p.m.

    Fingers crossed 2012 will see a big push from brands looking to take advantage of the maturing video space.

    As an online video entrepreneur I opened my first business plan in 2004 with the quote

    “In the very near future Internet TV will create an infinite number of channels with widely varying content. No one will stop surfing long enough to watch even the most interesting commercial. How will advertisers reach people in this diverse new climate? Only through identifying specific target markets and presenting the utmost In quality content will advertisers be able to attract and retain peoples attention and interest for even a few short seconds”

    8 years and several iterations later I cant help but feel that our time has finally come...

  8. Carolyn Okay from DIGIT InterActive Marketing, February 2, 2012 at 5:32 p.m.

    I agree and believe that VO is the supreme messenger for the medium..tho u beat my next blog release titled Year of the "Big Data" Dragon which I see as the biggest impending dragon to duel! Looking forward to seeing some great video this year!

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