Digital video publishers are confronted constantly with new questions of how to best monetize their content, and more specifically, of how to handle their video ad inventory more effectively. Ultimately, that's a good problem to have. Internet users love watching and sharing videos, and brand advertisers are itching to place their messages in front of those eager eyes. No wonder, then, that adoption of programmatic buying and selling of video has been so quick.
Social TV, also known as the second screen, has long interested app developers and network ad sales and marketing teams. Now in 2013 we see increased agency and brand attention. But the reality of second screen is still one of spotty, volatile engagement, limited innovation, and frequently uninteresting, duplicative experiences. So here is what I'd like to see for second-screen progress in 2013 - broken down into a wishlist for producers, advertisers, and app developers.
Forty years ago, when Archie Bunker was on TV, for a show to become successful, it needed to have a network broadcasting it after work hours. TV had only a few channels, so for content to get traction, it needed mainly to "show up." Forty years later, in a world of YouTube, Twitter, Facebook and more, two things have changed:
Last week we decided to produce a video on the Top 10 YouTube producers -- the ones who we felt stood out above the rest when measured by views, subscribers and mainstream popularity. I've always stated that it's possible that this century's Spielberg or Chaplin may emerge from the ranks of YouTube "celebrities." But if you went with some of our subscribers' comments, the list contained some pretty "crappy" producers (their word, not mine). My first reaction: "Don't kill the messenger." My second reaction was to ask myself: "If viewers on YouTube think that many of the most successful YouTube …
Every day, I spend at least a few minutes browsing through MarketingCharts.com, and reading the latest stats about anything and everything Internet-related, particularly when it comes to online video. In most of the 10 books I've written, I've included some sort of graph built from studies that other people have done, and I've relied on official, published reports to guide my thinking and beliefs about everything from marketing to online video. At some point, though, it dawned on me that I have eyes, ears and the ability to talk to people. And while by no means scientific, I can get …
One of the most vexing challenges facing marketers today is commercial wear-out. It's the negative effect of having a video ad or spot appear on TV or online for too long, or just playing it so often and in so many places that it not only stops selling the product or service, but also starts to annoy the viewer.
Done right, TV Super Bowl ads are a great way to reach a large diverse market, but they can no longer be standalone assets. In order to achieve the greatest long-tail effect and success from commercials, marketers need to develop fully integrated Super Bowl campaigns that optimize digital channels to support and promote these costly TV ads. It's just not as simple as buying high-reach media; the broader ecosystem truly matters.
Two years ago, I published the 10 lessons I've learned about online video in my five years of heading my company. Today, in my seventh year, we'll touch on the seven most important realities we face moving forward.
As the nation celebrates Martin Luther King Day on Jan. 21, it's a good time to remember how television can play a critical role in challenging and changing public opinion. Not only did TV news bring the country (and the world) face to face with the day-to-day reality of the struggle, but entertainment television also played a subtle, yet important, role. One of my favorite stories in our archive is one that Nichelle Nichols, famous for her role as Chief Communications Officer Nyota Uhura on "Star Trek," tells of her moving encounter with Dr. King.
Another CES is now behind us, and while this remains first a show about new devices, a closer look at the capabilities these devices are touting forecasts a need for a multi-device content (and advertising) strategy for the coming years. So what type of content will be the driver of content consumption on all these devices? Based on the news and chatter at CES, few can argue that video - particularly multi-device video distribution - emerged as the biggest theme of the conference.