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.