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
AOL CEO Armstrong’s Big Idea: ‘The Reverse Economy’

If you heard the economy was about to go in to “reverse”, you would probably be pretty worried. But consumers should actually welcome the coming era with open arms, according to AOL CEO Tim Armstrong – for, what he dubs “the reverse economy” will leave them richer. ...

image
Branded Content Key Focus of Digital Media, BoA Says

AUSTIN — Advertising has moved well beyond the thirteen-week cycles of the past and into branded content as the focus for the future, says Anne Finucane, Global Chief Strategy and Marketing Officer at Bank of America, in this interview with Beet.TV. “What’s here to stay is being able to ...

image
Ogilvy’s Shelly Lazarus on Long-Term Career Success

When advertising veteran Shelly Lazarus began her career more then 40 years ago, marketers dreamed then about truly being able to communicate one to one with customers. Now, that’s a reality and presents an enormous opportunity for the industry and those leading the digital charge. “When I was ...

image
Horizon CEO Koenigsberg on the Transformation of the Media Agency

AUSTIN — The new media agency of the future needs a “white canvas mindset” says Bill Koenigsberg, President and CEO of Horizon Media, in this interview with Beet.TV. “With the way the world is changing so fast, each day you need to come in and paint a new picture. You have to keep ...

image
Starcom’s CEO Donohue & “New Establishment” Brand Airbnb

AUSTIN — One of the benefits of working with “new establishment brands” is they come to media planning without any baggage attached to them that iconic marketers often have to deal with, says Lisa Donohue, CEO at Starcom USA, in this interview with Beet.TV. As an example, she points to ...

image
Can The HuffPost Show Fill Colbert’s Gap, All The Way To Cable?

AUSTIN — With two of broadcast TV’s satirical news-meisters heading to pastures new this year, is online video yet in a position to move in and occupy the space? We may find out on April 3. That’s when Huffington Post launches The HuffPost Show – but, in time, the online media ...

image
Viewable Ads Are Up By 30%: GroupM’s Montgomery

AUSTIN — If you believe some of the shocking stats over the last 18 months, close to half of online ads sold may not even technically be able to be viewed by human users. Since then, industry bodies have taken great strides to iron out the problem, whilst ad tech vendors are selling ad buyers on ...

image
FreeWheel Plugs In Videology Ahead Of Upfronts: Rothwell

AUSTIN — Comcast-owned ad tech platform FreeWheel is plugging video ad tech peer Videology in to its platform, to help advertisers buy programmatically through its FourFronts program, an extension of its private marketplace. FourFronts enables marketers and agencies to reserve video inventory with ...

image
Let Advertisers Count The Beans, If They Choose: Videology’s Hagerty

AUSTIN — Some brands want to know the ins and outs of the new ad-buying platforms they are using, others are happy to stay hands-off – both should get what they want, according to a video ad tech platform exec. The trend is gathering amongst brands who want to take on more of the work of their ...

image
GroupM’s Rob Norman Sees Addressability, Not Programmatic, Shaking Up TV

AUSTIN — Many digital media executives expect it is only a matter of time before “programmatic” advertising – the collection of techniques which automate online ad-buying and which has taken hold in the display ad world – will work its magic on television. Indeed, many tech and ...

image
“Persistence And Pivoting:” Keys To Success For Videology’s Scott Ferber

This time last year, Forbes magazine wrote Scott Ferber “has what it takes to be world-class business builder”. After all, six years after founding the online ad network Advertising.com with his brother in 1998, a 35-year-old Ferber sold the company to AOL for a hefty $495m. Many a founder would ...

image
OpenX Puts Ad Fraud Detection On Consumers’ Computers

There are several techniques for identifying what has become the scourge of the internet for advertisers – code that fires up web pages just to ensure ads are displayed for which a buyer must pay. Now online ad tech vendor OpenX is trying a twist on fraud detection, with a third-generation iteration ...

loader