Online Video

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I have been spending a lot of time working with online video advertising of late and wanted to share some facts.  It is an important space, and as most media and marketing people know,  a fast growing one.  The world of television (content producers and viewers) continues to move rapidly online.  And many people are also creating and distributing original video content online (i.e. not from traditional content producers).  Annoying Orange anyone?  Gary Vaynerchuk and  Wine Library TV?  The streaming ads are following at a brisk clip.

Here are some interesting facts that came out in an Ad Age report earlier this week:

  • currently there 178MM online video viewers in U.S. (eMarketer)
  • online video advertising reached $1.5b in 2010 (up 48% from 2009) (eMarketer)
  • in 2011 nearly 1/3 all online ad dollars will go to video (eMarketer)

Outside North America the shift to video online is accelerating as well, especially in South America, Europe and Asia.  TwitCam is a top 100 site in Brazil (!).

In the video space there are a lot of key players.  The significant ones are:

  • Hulu…leading the way in terms of high quality content and ad revenue
  • YouTube…most viewers
  • Livestream … best in breed for live video events online and growing
  • Brightroll & AdSense …at the head of the class re: U.S. ad networks
  • Vizu …doing really interesting things with audience research

Here’s where it gets interesting:  2010 was the first year — ever — that cable subscriptions in the U.S. declined.  That’s right – they went down.  Competition is coming to a TV, computer, tablet or smart phone near you.  Cable and the MSO’s are on the run for the first time.  Stay tuned…or should I say “stay logged in”?

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About samkimball

We are living in a transitional period where the Internet, now established, is going through adolescence. No longer the new kid on the block, the web is now central to the world of media and marketing. And yet traditional media, though in decline, is still important. It still reaches and influences many millions of consumers. Those who succeed in Marketing 2.0 will skillfully combine digital with traditional. There’s a lot of game yet to be played… About Me I am a veteran of the digital media world and have also spent time working for traditional media giants. In 1999 I left BMG Entertainment and joined a web startup called NextAudio.com. One of the original developers of Internet-delivered, personalized radio. From there I did stints as Director of New Media at Clear Channel and VP, Strategic Sales at Internet Broadcasting/NBC Television. In 2006, after 4 years as head of Business Development at Emmis Communications in New York (where I tripled the sponsorship business), I spun off the company’s concert and event division into Marquee Concerts. 6 years later Marquee is a leading regional player in the concert industry, producing 70 events per year. I now head up the Advertising and Brand Sales business at Livestream, the market leader for real time event coverage. With simple to use technology, our platform allows anyone to broadcast live to the web, as well as being the top destination for live content from around the world. Our content partners include Facebook, The New York Times, ABC News, CBS News, Associated Press, HBO, AT&T, PepsiCo, Electronic Arts, Adidas, The Academy Awards, Warner Bros. Records, Paramount Pictures. Livestream operates with over 120 full-time staff members in 4 offices—in New York, Los Angeles, Bangalore, and the Ukraine. The service is available for free (advertising-supported) or as a feature-rich, monetizable, premium subscription for business. The New Livestream (in beta as of Oct. 27, 2011) is an innovative new platform, that combines live event coverage with real-time photos, text, and video clip updates posted using web browsers or mobile devices. The technology supports live blogging, live and on-demand video, and real-time posting tools. CONTACT 347-931-4340 LinkedIn: http://www.linkedin.com/in/samkimball Twitter: http://twitter.com/SamKimball
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