Paul Kontonis of the International Academy of Web Television and Digitas, and SMW Advisory Board Member, helps us get us ready for Social Media Week, with a look at video on the web. You can see his post on YouTube’s blog, as well.
2012 is being touted as being THE year for Web video, when the money truly begins to flow into content and the advertising that supports it. Between Netflix’s original content deals, YouTube investing over $100 million in original Web series, Tom Hanks partnering with Yahoo on original programming, there is confidence that these investments help make this a game-changing year.
At the center of online video’s success is social. In fact the futures of both social and content are highly intertwined. Content needs social and social needs content. Social allows for the discovery and sharing of content and video gives people something to share and discover through their social graphs. Considering almost an hour of new video is uploaded to YouTube every second, it is nearly impossible to easily discover high quality content of interest.
In addition to the discovery of online video for consumer viewing on their various devices of choice, there is also the challenge for brands to discover the best content for their advertising. Currently brands are purchasing video advertising like display ads, through various networks as part of broad non-transparent media buys. These dollars are shifting from display advertising and not from TV. To actively move dollars from TV to online video, their needs to be a better understanding of quality, audience and engagement of online video content with the ability to package content into high reach campaigns that can scale. Once this kind of marketplace comes online for the industry, expect to see TV-like media buys in online video with TV-like scale in high quality content.
Social Media Week reflects the global impact of social media on all aspects of business, society, culture and content is no different. From the importance of quality and engaging content, to the distribution and measurement, content’s role, and how it can be expanded, is highlighted in a series of events listed below:
- BigScreen LittleScreen: Web Video Content Screenings and Discussion, hosted by BigScreen LittleScreen and Digitas in NYC
- Second Screen and Social TV: Which Way From Here?, hosted by TIME, Inc. in NYC
- Social TV: Opportunities for Broadcasters & Advertisers, hosted by Yahoo! in NYC
- My Social TV app thinks I’m my dad: Privacy Issues in the Age of Convergence, hosted by KIT digital in NYC
- The Mobile-Social Living Room: How Emerging Media Is Reviving the Live TV Experience, hosted by 360i in NYC
- Making Video Rock, hosted by Citigate Dewe Rogerson / NRG-Networks in London
- AktionX: We Produce our own music- Video with dogs of shame!, hosted by AktionX-GEE Media & Marketing GmbH in Hamburg
- How to get more views for your YouTube Videos, hosted by Fletcher Prince in DC
















