Some of us Mediaposties spent the last two days on the left coast hosting the OMMA Entertainment and OMMA Mobile shows in LA. Two themes cut across both shows. First brands love video and seem to have every intention of investing more in it. Second, all eyes are on mobility and especially the migration of video off of the Web.
The branding effectiveness sof video came through loud and clear at OMMA Entertainment where studio and TV marketers echoed the same point - give me the opportunity to put my video message in front of the prospective customer. Banners and even rich media are all well and good. But showing someone the trailer or a clip is what seals the deal. The next day at OMMA Mobile I was surprised to hear the same message. Jon Hadl of BrandinHand, who does the mobile media buying for P&G and many others, said he was increasing investment in mobile video considerably. As one of the attendees told me after the show, "video was the main message."
Part and parcel of the bullishness over mobile video especially was also the rise of HTML5. This was on many panelists' lips yesterday, but not because anyone was deliberately siding with Steve Jobs' infamous disdain for Flash. Instead, many people in the mobile arena saw HTML5 as relief from the his cost of building and maintaining discreet apps for the multiple smart phone platforms. The mobile Web got a lot of love at the show, as many panelists recommended it as a source for more app-like functionality under HTML5 and easier deployment of video that adapted to individual handsets.
In fact this trend towards HTML5 is quantifiable. Recently MeFeedia issued its October report, which showed that 54% of Web video available is now HTML5. The company says that the number of video streams that are HTML5 compatible (in most cases with H.264 encoding) has doubled in the past five months. Mobile is a key driver of this migration, MeFeedia argues. Flash remains king of the video domain on desktops, but clearly publishers are getting ready for an easier make once, post once, access from anywhere approach.
The rate of publisher interest and growth in HTML5 compatibility has gone up fivefold just since January when only 10% of online video was HTML5 compatible.