The Future of Online Video
Last month we attended the Streaming Media West 2013 conference in Huntington Beach, CA where our very own creative director, Stjepan Alaupovic, led two sessions about online video marketing and production for the show’s new Producer Live track. If you haven’t checked out those summaries, you can do so here: How to Light, Frame & Shoot Online Video and How to Brand Online Videos. The conference’s keynote was given by Adam Besserman from Yahoo! As the company’s head of West Coast development, Adam also leads Yahoo!’s video and original programming division. His presentation offered a very exciting look into the future of online video. Not only from the perspective of Yahoo!’s original programming, but for the industry in general. Here are some of the most interesting takeaways from Besserman’s keynote:
What we’re observing with online video is the largest shift in viewing behavior since cable television entered the living room. On average, consumers spend an extra 40 minutes a day consuming online content.
For the first time ever, storytellers can allow creative to dictate format and not the other way around. (Is anyone else as excited about this as we are?!)
People now spend more time engaging with online content than they do watching television.
We found this surprising: Yahoo is the number one publisher of content on the web with 80 original programs this year. Yahoo posts more than 400 new episodes per month.
And, finally, our favorite takeaway and something we always tell our clients: at its core, video is a storytelling business.
Successful online video marketing campaigns combine genuine intention and purpose with personality and the right distribution model.
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