Online Video
“Life used to be simple for media giants like NBC and Fox. They produced content, the public consumed it, and advertising and ticket sales generated gushers of profits. Today’s viewers have their choice of all sorts of venues -digital and analog, legal and illegal.”
Read A new way to watch TV by David Kirkpatrick and Adam Lashinsky on Fortune
As shown in the below table, there are quite a few places where you can go to get all kinds of videos. Broadband access is commonplace and it is worth mentioning that traditional media is also shifting gears, Hulu being a clear example. Quite a few products are enabling online content to be enjoyed on TV sets, even though is not yet clear which ones will set the standards driving mainstream adoption.
In the meantime, despite of the growing popularity of online video, the industry is still searching for compelling business models. In any case, the user experience has already changed to a great extent placing higher expectations on innovative multimedia services.
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Streaming |
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Search |
User Generated |
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| J. de Francisco |  |
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| Chicago, 26 March 08 |  |
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Online video is definitely mainstream. Media fragmentation is increasingly evident and users have sent a clear message of choice: when, where and what device they consume video. The challenge for advertisers to to figure out how to get to these groups and how to effectively target them when their audiences are constantly moving from one medium to another, and consuming video when it is convenient. This audience fluidity cannot reasonably predict a time and place to effectively reach this group. So do it in their terms while they’re watching video. Make the ad part of the content and make sure it’s contextualy relevant or else you’ll annoy the heck out of them. And give them the power to turn off the ad if they desire.