As part of VideoInk’s inaugural “VI Power-Sixer” special issue, we asked the candidates their thoughts on what’s to come in the online video industry. Unsurprisingly, they had a lot to say. Here’s a selection of their answers.
Matt Diamond, Chief Executive Officer, Defy Media:
“I’d predict the legitimacy of short-form video (less than 22 minutes) as a market for the advertiser. Creators are already doing it. What people found since YouTube exploded is that people like a three or seven minute scripted video.”
David Freeman, Co-Head of Brand Coverage and Digital Content Groups, CAA:
“I believe more multi-channel networks will get acquired by major traditional media and entertainment companies, similar to the Maker/Disney deal. This will immediately capture the young mobile-centric audience and drive their engagement on existing IP, in addition to nurturing emerging talent and incubating new properties.
Advertisers will begin to create content franchises and entertainment properties with top creators to broaden their existing audiences and attract new ones.”
Ran Harnevo, President of Video, AOL:
“What I’m most fascinated by is the future of connected TVs. The big turning point in the mobile industry was the move to smartphones and the consolidation of operating systems… I think the same thing is about to happen with TV. I think ‘smart TVs’ will allow entrepreneurs to take over the big screen. Content providers will be able to launch their own apps on the big screen without needing a long business development cycle. I think that’s going to be the next transformative moment for everyone from creators to distributors and advertisers. It’s the most exciting thing since YouTube was launched.”
Erin McPherson, Chief Content Officer, Maker Studios:
“Online content will not “overtake” traditional content as much as the two categories will merge into one. Right now, online is proving to be additive to television, since data tells us consumers are watching more television AND more online video than ever. Eventually, we won’t refer to “online” and “traditional” content but rather, content will be simply storytelling delivered over a number of platforms and devices and in any number of formats to best serve both the story and the consumer.
In the next few years, we will continue to see consolidation in the online video space as online producers and distributors seek to create more scale and leverage resources by partnering or merging, as well as from major media players, who will partner or acquire in an effort to accelerate their positions in digital and enhance their connection to consumers.”
Dana Settle, Founding Partner, Greycroft:
“I think all forms of content, whether it’s art, music, video, etc, will all be available to discover online in open market places. As there are ever increasing amounts of these media forms, there has to be logical curation layers that evolve on top of them. That’s where we’re heading. First you have to get the scale and get consumers comfortable using these platforms, and then the next iteration is really going to be around helping people discover the right kinds of content for the individual. That’s where I think things are going, because it’s the next logical step. They’re already there, so how do you make sure they connect with what they’re interested in?”