• by Tyler Loechner , Staff Writer @mp_tyler, May 20, 2014

Laura Henderson, associate director of media and communications at Mondelez International, believes “real-time marketers” in the social media space will look to move from static images overlaid with text serving as content to short-form video.

“Nobody has really crafted real-time video,” she said. “The notion of high-fidelity, high-quality video content in response to what happens to the news is an interesting proposition.”

Henderson was speaking on the opening keynote conversation at OMMA Social at Internet Week New York on Tuesday.

The topic of video in social media came up again later in the event. Michoel Ogince, director, platform and product strategy at Big Fuel Communications, said at that he believes video ads on Instagram are "forthcoming."

That may not be surprising news -- ads always follow consumer eyes, no? -- but Ogince’s “belief” may have more weight to it than your average industry prediction. He was tentative to share that prediction because, according to him, it may have been “confidential."

Maybe that's just hearsay, but it was interesting to see video being a topic at OMMA Social in the context of real-time marketing. Quality video takes time to create, but the general impression is that marketers spend a good amount of prep time for "real-time marketing" anyway. Why not spend that time making video? We've seen some do it with Vine already.

But what about higher-quality video? That may be harder to accomplish, but I'll be keeping my eye out in the coming months to see if any marketers give it a shot. Perhaps during the World Cup?