Headlines pour in each day expressing how technology is changing the way we communicate. Across the board these changes affect how business is conducted in virtually every industry. In the entertainment industry, the technology revolution has created opportunities for individual artists, movie studios and production houses everywhere to reach fans in new and innovative ways. It has also opened up avenues for new stars to shine, not on the silver screen but on computers and mobile devices.

Across the globe, agencies and brands are trying to determine their video strategy. Notice, I didn't mention whether it was digital video, linear, satellite, connected TV, out of home, place-based, or the hundreds of other ways brands can utilize video in the marketplace to reach a target audience.

While the decline in pay TV subscribers may have astonished putative experts, it was unsurprising to early adopters with computers attached to our TVs. We were already watching Internet videos on the big screen. We had already learned that attaching a computer to a modern TV is only slightly more complicated than connecting a video game or DVD player. We already knew it is far less geeky than attaching a CATV set-top box.

Content, commerce, community: the 3 Cs that served as the foundation to any portal strategy. In the 1990s, a portal was synonymous with power. Today, the term is almost derisive. The portals who survived the 1990s were Yahoo! MSN and AOL, though none of them got through the 2000s unscathed.The last decade saw search overtake display as the main driver of growth in online media. This decade, the catalyst will be video, which after many years of hope (and hype) is poised for mainstream success. So should it come as any surprise that video content will play a central role …

There are all these buckets we try to sort video consumption into that don't make any sense anymore. Forward-looking financial projections are practically meaningless given the jarring speed by which new electronic devices are flooding the consumer marketplace. Partnerships, formed to target television, seem to be forged overnight. For instance Google, putting its hooks inside the manufacturing arm of Sony, today has a strong partner helping get Google Chrome into the living room.

The Wall Street Journal recently reported that "in the first six months of 2010, advertisers spent $627 million on video ads," a significant increase from the year-ago period. This statistic makes it clear that online video's combination of sight, sound and motion is an especially effective one for advertisers, something that comes as no surprise to broadcast veterans. The addition of interactive capabilities further enhances the user experience and increases advertiser benefit. But in order to maintain this pace of growth, each of the stakeholders involved need to rally around maintaining advertiser value. For the ecosystem to thrive, all parties …

Imagine winning an eight-figure lottery only to find that your winnings are locked in a vault - and you must guess the combination. You have your eyes firmly fixed on the prize and on all the things you want to do with your newfound assets, but you must first rise to this seemingly insurmountable challenge. This is much the plight of content owners in the digital media business. This group possesses priceless assets in the form of huge libraries of movies and television shows dating back decades. These libraries are ever-expanding in size and content.

With some of the largest budgets for online advertising, automotive brands have historically played a major role in advancing advertising technology and best practices. Video and dynamic creative represent two significant growth areas of online display advertising, and once again auto marketers are well positioned to lead the charge. But will they?

Instant coffee didn't kill the selling of regular coffee; no argument here. But if that is the idea of an appropriate analogy for the print industry to buffer itself against reality, then "loss of audience" is a distant second worry to "insanity" for the magazine publishers who paid for that ad.

Despite the growing popularity of live online video, people are still turning to their TVs for one specific type of program: the live sports broadcast. Advertisers, of course, love the highly engaged, dedicated, captive audience of sports fans, which is why they pay millions to run spots during live sporting events. But what if there were an even better way to build brand recall with sports fans -- and it cost much less than advertising during a live TV sports broadcast? A move toward live sports broadcasts online is already happening, and quickly shifting the power in the ages-old trifecta …