Believe It: It Takes a Village to Build a Video Business

13-03-01-03-40.jpg
By on 12/08/2009 9:57 PM @beet_tv

WASHINGTON, DC –  To succeed with monetizing online video, media companies need to better understand their audiences –  but they don't, said Caroline Little, former CEO of Washington Post/Newsweek Interactive who is now CEO of the Guardian News & Media, North America.

And, they need to build targeted audiences with strong content, a clear brand identity, and an in-depth understanding of their viewers.  This was the big takeaway from the Beet.TV Online Video Roundtable in Washington last week at the Embassy of Finland.

Media companies are "not closing the deal" with online video, declared Brightcove's Jeff Whatcott.  He said that media companies should take a page from the Obama campaign video strategy handbook. The campaign had detailed knowledge of its supporters and created effective, targeted content that had demonstrative impact.

Boston-based Brightcove provides video services to The Washington Post, The New York Times, Gannett, Time.com, and many other publishers.

Dan Farber, Editor-in-Chief of CBSNews.com, said that for too long media companies simply threw up a Web site or a TV show, hoping to succeed.  Now, success will be determined by creating content around targeted communities, he said.

Mark Whitaker, NBC News DC Bureau Chief, pointed out that the cost-per thousand revenue model doesn't work as had hoped, and the industry needs to focus on targeted audiences with quality content.

How the Obama Campaign Used Targeted Video and Strategies at Discovery and the Atlantic Monthly

In a second video on this post, please find below, Max Harper a a senior Obama campaign video strategist spoke about the
the campaign's use of targeted video.   Also in this clip is Miguel Monteverde, head of news at Discovery Online,
and Scott Haven who heads online video. They spoke about successful video strategies.

If you'd like to watch the entire, two-hour event, it's running as a continuous loop on our Livestream channel.

Andy Plesser, Executive Producer

Disclaimer and Acknowledgment:  Brightcove sponsored last week's event in D.C. Special thanks to Jeff Whatcott for his gracious comments in this clip about Beet.TV and his company's sponsorship. We are most grateful.

Recent Videos
image
Programmatic Video ‘Three Years Behind Display’: Videoplaza’s Muehle

AMSTERDAM – So-called “programmatic” techniques for controlling and targeting online ad trading are already revolutionizing sales of static display ads; but video is later to the ad-tech party. Display has been like this for a while. Video is two to three years behind,” London- and ...

518417638_1_648_367
HTML5 Video Caters To Savvy Scandinavians: Smartcom:TV’s Larssen

AMSTERDAM — Scandinavian consumers are ahead of the curve when it comes to technology adoption – and that means the video industry must cater for what is one of the world’s first mobile-viewing markets, says one exec from the sector. “We are early movers in the technical industry; our ...

518417263_1_648_367
Opera Sees HTML5 As Cure For Video Fragmentation

AMSTERDAM — Everyone knows how splintered the online video industry is. Opera Software, a veteran web browser maker, reckons TV can learn a thing or two from web standards. “The big problem in the TV market is, everything is fragmented,” Opera Software product management VP Frode Hernes ...

image
Data-Driven Advertising & Targeting Spur Online Video Spending, Forrester’s Joyce

COLOGNE, Germany — Data and addressability are two trends that are driving increased spending in online video, but also are posing challenges for the business, says Richard Joyce, Senior Analyst with Forrester Research, in an interview with Ashley J. Swartz, Founder and CEO of Furious Minds for ...

image
Premium And Long-Tail Video Are Blending: Brightcove’s Jain

AMSTERDAM — The highs and lows of video content production are colliding as amateur and pro-am producers start making output that looks increasingly good to broadcast execs. “One really interesting thing is the democratization of content,” Brightcove media SVP and GM Anil Jain tells ...

image
Programmatic Display Is Dress Rehearsal For Video: Trade Desk’s Green

COLOGNE — Static display banners may have been the first ad format to undergo the “programmatic” ad-trading revolution – but the spending there will be dwarfed by video’s adoption of the techniques, says one exec working in the field. “Display is essentially the dress ...

518414754_2_648_367
Video Ad Platform Videology Aims for Universal Mobile ID

COLOGNE, Germany —  The cookie-less nature of the mobile market is challenging for marketers, but video tech vendors are working closely with partners to overcome those inherent hurdles, said Jana Eisenstein, SVP Global Accounts at video ad platform Videology, in an interview with Ashley J. Swartz, ...

image
Xaxis’ Turbine Differentiated By Data: Grether

COLOGNE — GroupM’s programmatic ad-trading technology division Xaxis reckons its recently-announced Data Management Platform (DMP) – codenamed Turbine – one-ups rivals’, as video advertising booms. “We built it from the ground up … it allows us to get data that only ...

image
Some Clients Beat Agencies To Programmatic Video: Adap.tv’s Sherlock

COLOGNE — Advertising agencies usually act proactively to seek opportunities for their advertiser clients. But, in some parts of the world, advertisers may be dipping toes in programmatic trading waters unilaterally. “We’re still yet to see a lot of the actual agencies grab hold of ...

518417636_1_648_367
Mobile Video Ads Must Go Short And Get Out: Supersonic’s Salins

COLOGNE — TV ads may need to be re-cut in half before they are simply shovelled in to mobile apps, says one executive working at the sharp end. “The idea of putting a 30-second TV spot as a pre-roll or a CPV video in mobile is dying,” says app advertising group Supersonic’s European MD ...

image
TV, Online Video Collision Accelerating: Brightcove’s Gaydon

AMSTERDAM — TV and online video are colliding – and the result will benefit both sides, according to an exec at the epicenter. “We’re starting to see the convergence between the digital landscape and broadcast gather momentum,” video technology platform Brightcove‘s EMEA media ...

image
TV Is Becoming Online Video: Adobe’s Allison

AMSTERDAM — All of traditional television is ready to be delivered using the same mechanisms as online video, says Adobe’s video spokesperson. “IPTV continues to grow all the time,” Adobe Primetime evangelism senior manager Steve Allison tells Beet.TV in this video interview recorded ...

loader