Eric Korsh

Articles by Eric All articles by Eric

• My 2015 Wishlist: Deeper Relationships For Digital Video in Video Insider on 01/05/2015
  

  This will be my third digital video holiday wish-list column. Technology has made gift-giving especially fraught in the last few years, because our digital detritus is a spoiler alert for anyone paying attention. Among other things, our search history, auto-logins, and social sharing are all intention signals. And so it must be with my prior columns, where I frequently evaluate the cultural impact of native digital content creators.

• Bigfoot: Our Search For The Viral Video in Video Insider on 12/24/2014
  

  A New York Times article by Alina Tugend, "Sometimes Second-Best Makes a Better Role Model," supports the notion that ultra-gifted superstars, in any field, may be poor role models. The idea is that people from Miguel Cabrera to Sheryl Sandberg are so exceptional that it becomes difficult, if not useless, to emulate their path or use them as a beacon. Chengwei Liu, an assistant professor of strategy and behavioral science at the University of Warwick in Britain sums it up: "The more exceptional performers are, the less we may learn from them." Tugend goes on to explain that consistent, high-level performers may be better role models. The same can also be said for digital video and other forms of content marketing - and the relentless search for a viral video.

• Does Size Really Matter? in Video Insider on 12/02/2014
  

  A couple of months ago, PewDiePie, the world's number-one YouTube star, disabled his comments on YouTube. Why? Because he didn't find it a meaningful place for conversation anymore. He found the dialogue filling up with spam, bots, and self-promotional commenting. So instead, PewDiePie is asking his fans to communicate with him on other channels. There was a piece about his decision in VideoInk recently, focused on the critical role that comments play in building subscriber bases on YouTube. Which, of course, is not very different from building subscribers to anything -- social or analogue. The role of engagement is well acknowledged, if not agreeably measured. But I'd prefer to frame this as a reminder for brands that are expanding their use of content and social.

• We Need a Different Conversation About Social Video  in Video Insider on 11/11/2014
  

  With Tumblr's recent video launch, multichannel networks jockeying for YouTube "stars," Facebook, Twitter and others' advanced video products, and the ascension of digital video consumption, it appears difficult for analysts to find meaning outside of the implications for YouTube -- currently the dominant, indisputable leader in this space by virtually any measure. But the problem with framing everything against a revenue model is that it completely misses the question of solving a consumer problem.

• Bigfoot: Our Search For The Viral Video in Video Insider on 10/23/2014
  

  A recent New York Times article by Alina Tugend, "Sometimes Second-Best Makes a Better Role Model," supports the notion that ultra-gifted superstars, in any field, may be poor role models. The idea is that people from Miguel Cabrera to Sheryl Sandberg are so exceptional that it becomes difficult, if not useless, to emulate their path or use them as a beacon. Tugend goes on to explain that consistent, high-level performers may be better role models. The same can also be said for digital video and other forms of content marketing - and the relentless search for a viral video.

• The Mobile-Video Conundrum in Video Insider on 10/09/2014
  

  Alright, already. I know that mobile video is the next big thing. I get it. The volume of mobile video consumption and the rate of growth make the hockey stick look like a plateau. There are virtually no digital video networks with mobile usage lower than 30%, and some upwards of 70%. So why isn't anyone doing anything really cool or transformative with it?

• The Cliffs Of Insanity in Video Insider on 09/08/2014
  

  While digital distributors and studios are copying the formats of cable and broadcast networks, the latter are largely ignoring the ascension of digital originals -- just like Vizzini, the character in "The Princess Bride" who continually underestimates the threat from the Dread Pirate Roberts. For the most part, networks are simply creating companion content to supplement their TV product. When they do consider digital, it's to pluck stars from YouTube to bring them to TV -- which in many cases will actually bring native digital stars a smaller audience. In fact, Chelsea Handler's move to Netflix could easily result in a larger audience than she had on E!

• Convergence: Pardon The Rant in Video Insider on 08/12/2014
  

  How is it possible that while our industry talks about cross-screen buying and integrated campaigns, convergence has still managed to sneak up on us? Think about this: PewDiePie's 350 million views in June are literally 35 times more than the 10 million audience for "Breaking Bad"'s season finale. It's obviously not apples to apples - but convergence is here. We've reached the equalization of talent and content across all media. So how did we miss it? The answer has to do with navel-gazing.

• Why YouTube's Competition Might Stand A Chance in Video Insider on 12/22/2014
  

  It's time once again to ponder the future of YouTube -- the dominant video platform that has laid waste to all comers, from Revver to Veoh, from Joost to eBaum's World. While YouTube is, without a doubt, the primary force in digital video along almost every metric, there are a number of disparate issues the company needs to focus on to maintain its position.

• Boxy But Good: TV Has Reality, But Digital Needs Authenticity in Video Insider on 06/17/2014
  

  "Volvo: they're boxy but they're good." Dudley Moore's so-honest-it's-absurd ad campaign for Volvo in the movie "Crazy People" has been on my mind since the Digital Content NewFronts last month. The presentations exposed a trend that seems to be shaping not just digital content, but also brand voice and campaigns, emanating from social channels and expanding into all touchpoints. That trend is reality.

Comments by Eric All comments by Eric

• Can Marissa Mayer Be Brandon Tartikoff? by Eric Korsh (Video Insider on 04/18/2014)
  

  Thanks Jennifer - Brandon led a huge turnaround at NBC - that's the connection. And really just an inside statement for old people.

• Subscription Vs. Free: The Future of Short-Form Vs. Long-Form Video by Eric Korsh (Video Insider on 02/26/2014)
  

  Pete - Interesting point about alternative types of long-form like Twitch (feels basically like CSPAN for gamers!). Especially Twitch that is delivered as a different experience on a different platform. Maybe there will be an entire category of Voyeuristic content.

• My 2014 Wishlist: What We Really Need From Digital Video by Eric Korsh (Video Insider on 12/05/2013)
  

  Steve - I'm not claiming my wish to be different from traditional networks at all - nor am I asking for wholesale change. But I do wish for a digital property to be treated in the media just like a TV property. House of Cards is a first step - but it still walks and quacks like a duck so it's TV (in our current sense of TV). Maybe it's the answer, I don' know. Of course producers should (and already do) take advantage of unique properties!

• My 2014 Wishlist: What We Really Need From Digital Video by Eric Korsh (Video Insider on 12/05/2013)
  

  Paula: Content consumption continues to grow so that's not currently an issue. My (personal) wish is for more digital attention outside of one-offs.

• The Cultural Relevance Frontier And TV's Future by Eric Korsh (Video Insider on 07/23/2013)
  

  Mike - first - thank God people disagree so we can have a dialogue - appreciate it. Question - in a world where only artists, audience and advertisers matter, what governs or aids discovery? I agree it's possible that distr networks could be removed from the equation - but we are extremely far away from that right now. If they do disappear, what is left to help us mortals organize our tastes - just algorithms? Budweiser's Comedy network was not only before its time, but why in world would I want Bud to help me find comedy? This discovery issue is at the root of power - but right now it's not in question - TV still owns it.

• How To Create Real-Time Video: Five Things Brands Should Do by Eric Korsh (Video Insider on 06/19/2013)
  

  Pete - Totally agree you would not start with legal - it just happens to be a bullet that came first. Also not saying my video would be better - agree usurping resources for non-creative can potentially have negative impact. But - working w legal in parallel (or advance) can actually speed up the process. Creative teams aren't known for their fast work any more than legal teams are, but both can change if given the opportunity. FYI: I'm on the creative side in case you're wondering.

• How To Create Real-Time Video: Five Things Brands Should Do by Eric Korsh (Video Insider on 06/19/2013)
  

  Pete! My favorite thing is when people disagree or dialogue around my thoughts. Too few people take issue with the POVs in this column in general. But - it would be helpful if you could do better than "your industry is screwed" - how do you think that consulting with colleagues at work portends the end of the global marketing industry?

• The New Rules Of Content by Eric Korsh (Video Insider on 05/07/2013)
  

  Of course I like agreement, but disagreement is good too. Mike - good comments on some of the digital measurement pitfalls. CTRs and Display are only one sliver of what's possible - and when we're talking about content (as opposed to ads which you are referencing) then the engagement criteria and KPIs go straight past CTRs to more performance oriented measurement. And it still beats offline measurement capability by a country mile.

• Dr. Content, Or How I Learned to Stop Worrying And Love The Facebook by Eric Korsh (Video Insider on 08/09/2012)
  

  Johann: I haven't found the FB ads annoying, although for me I'd agree they can be irrelevant. If you don't want them at all, that might be a problem, of course - but if you have suggestions it would be great to hear them. If it's just about brands making better ads, or data providing better targeting, these things take time and FB is still a very young platform. Jeff: I was thinking that YT mirrors the TV experience closely in this sense: the "TV" feed is continuously scrolling, yet we still manage to sift through and find our shows. I imagine that can happen on YT - the notification is a signal that YT has not reached appointment status. While both YT and TV need reminders/promotions to work, YT and, really, all premium digital video, have to work much harder to engage repeat, dedicated viewing.

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