The next wave of spending and focus in online video will be on content and original production, said Matt Wasserlauf, Executive VP, Video Platform & Services, at Specific Media during an interview with Beet.TV at the recent OMMA Video conference.

That's because of the focus the marketplace has placed in recent months on original content, evidenced by Netflix's push into content development and YouTube's purchase of Next New Networks, said Wasserlauf. He joined Specific Media when the ad technology firm acquired BBE a year ago. Specific integrates display, online video, mobile and IPTV ads in one platform.

"I see digital video the same way you might look at cable in the early '80s. Lots of stations, lot of channels with nothing on," he said. There's work to be done to grow the business and he expects both ad dollars and content to flourish.

Daisy Whitney