Multichannel Content Network Business Will Grow Via Partnerships, Paul Kontonis

By on 04/09/2014 8:27 PM @daisywhitney

The online video content business will continue to grow financially if the players involved work in tandem, says Paul Kontonis, SVP Strategy & Sales at Collective Digital Studio, in an interview with Jordan Bitterman, Chief Strategy Officer, North America at Mindshare.

Kontonis, a digital content veteran, is a fan of working together and learning from each other, and that’s why he helped found GOVA, the Global Online Video Association, in February to represent companies that are investing and producing digital video content. “Online video is becoming the must-see content for some audiences,” he says.

GOVA is designed to help grow the online video content business by making sure creators and producers are working effectively with YouTube and other partners, and to draw in more advertising. The goal is to protect and advocate the interests of multichannel networks as they expand audiences and revenue. “This industry is growing rapidly. YouTube is one of our biggest partners and one of the goal is to make sure everyone has a good relationship with YouTube,” he said.

Key to success often lies in pairing up with brands. Collective, for instance, is working closely with makeup company Bobbi Brown to help create a branded content channel called “I Love Makeup” that will live as a beauty and lifestyle destination online. “There are lots of opportunities to apply that [content know-how] to marketers,” Kontonis says.

Kontonis was a moderator and panelist at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare. The event was presented by Taboola. You can find more videos from that event here.

Recent Videos
image
Hulu’s Naylor: Majority of Views Now in the Living Room

FOR LAUDERDALE –  Hulu, the popular entertainment video portal,  is seeing a majority of its views coming via devices that connect to the television, says Peter Naylor, SVP of Advertising Sales, in this interview with Beet.TV He says that some 60% of viewers are now consuming content in their living ...

image
A Wonderful, Unexpected Run/Walk to Fight Cancer with Tracey Scheppach and David Moore

FORT LAUDERDALE –  Cancer has touched so many of us — and sometimes it hits very close to home.  Such is the case for SMG’s EVP Tracey Scheppach whose son Ryan, 9, is battling leukemia.  His official diagnosis is High Risk Pre-B ALL (Acute Lymphoblastic Leukemia).   Tracey has taken to ...

image
The Transformation of Television Advertising via Addressable is Inevitable, Videology’s Castree

FORT LAUDERDALE — It’s going to be gigantic when all the technology is in place – but why let the future get in the way of disrupting the present? “At end of 2015, we’ll be lucky if 3% of the total video universe is transacted programmatically,” ad tech firm Videology ...

image
Deduplicate Audiences With Cross-Media Planning: Nielsen’s Hohman

FORT LAUDERDALE — If you advertise to reach an audience demographic in online video and in TV, you may think you have maximised your reach – but, if some viewers saw your ad in both media, have you overpaid? Nielsen agency solutions MD David Hohman says new measurement tools like his own ...

Screen Shot 2015-01-30 at 12.28.37 PM
Full Ad Viewability Comes With A Price: Google’s Hong

FORT LAUDERDALE — So you’re an advertiser and you only want to pay for ads that humans can actually see? Be careful what you wish for – today, that may be like cutting off your nose to spite your face. “They believe they should have always been paying for the viewable ...

image
MEC’s Shenan Reed: Programmatic Need Demystifying

FORT LAUDERDALE – Programmatic buying is a more automated process, but that doesn’t mean it’s less expensive, says Shenan Reed, President of Digital North America at MEC, at the Beet.TV executive retreat this past weekend. However, that is a popular misconception among some brands. ...

michael glantz revised
Simulmedia’s Glantz: We are Measuring Business Outcome from TV Ads

FORT LAUDERDALE – Advertising technology company Simulmedia is aiming to link business outcomes to TV ads, says Michael Glantz, Manager of Business Development at Simulmedia at the Beet.TV executive retreat this past weekend. TV ads have been measured traditionally on reach and frequency, but layering ...

image
Xaxis and the Wharton Future of Advertising Program Join Beet.TV for Video Series of Industry Influencers

Beet.TV has begun production of a 50-part series of personal interviews with noted advertising and media luminaries. These will be short videos of individuals who have impacted the course of the industry. Titled the “Media Revolutionaries,” the series is being co-produced with WPP’s Xaxis ...

image
It’s Basic: Better Ad Viewability Drives Better Sales: comScore’s Fulgoni

FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved ...

image
Content Indexing As Important As Traditional Data Collection: Veenome CEO

LAS VEGAS – The content that a viewer chooses to watch may be just as, if not more, important for targeting as traditional demographic data collected about said viewer, says Kevin Lenane, founder and CEO of Veenome. This concept, which Veenome focuses on, is termed the “viewing moment.” By ...

Screen Shot 2015-01-28 at 11.59.12 AM
AOL is Linking Content and Audience, Martinez explains

FORT LAUDERDALE – One of AOL’s goals these days is to help guide ad partners through the complexity of today’s digital marketplace, says Marta Martinez, Global Head of Video Sales, AOL Inc., at the Beet.TV executive retreat this past weekend. “A lot of my role is education and ...

image
Mediaocean Pursues Convergence Tools in 2015

FORT LAUDERDALE –  Media agency software giant Mediaocean has its sights set on convergence tools in 2015, says Cordie DePascale, VP Product & Partner Solutions at Mediaocean, at the Beet.TV executive retreat this past weekend. The company recently struck a partnership with Videology to integrate ...

loader