VIEQUES, PR — The dearth in quality inventory for online video ads could be solved by YouTube's partner program and more attention paid to "Web TV" shows.
That was the suggestion of Paul Kontonis, VP and Group Director for Brand Content at Digitas, who addressed the issues of video inventory raised by Joy Marcus, partner at venture capital firm Draper Fisher Jurvetson and the former General Manager of Dailymotion North America, in this session from the Beet.TV Executive Retreat.
Even though popular video site Dailymotion had been logging about one billion streams a month when she departed last year, most of those were user-generated and advertisers still shy away from that content, Marcus said during the session. But, logically, online video with sight, sound and motion should be a marketer's "nirvana," she added.
That's where YouTube and its partner program may help, Kontonis pointed out during the conversation. YouTube is home to a huge range of videos including a middle ground of "Web TV" that's in between user-generated videos and premium TV shows, representing a good fit for marketers. With YouTube pushing the channels more with marketers and packaging them in a TV fashion, the online video business may gain some traction in solving the inventory overhang.
Problems with video inventory was discussed extensively at the retreat, including this segment with VideoHub's Anthony Risicato who said that online video inventory should be managed like TV. You can find all the video from the retreat right here. (More to come.)