This year, VideoInk launched a new series dedicated to interviewing leading figures in the digital space. Hosted by Jocelyn Johnson and Dermot McCormack — and sponsored by Axonista — season one’s guests included actor and comedian Orlando Jones; documentary filmmaker Morgan Spurlock (“Supersize Me”); founder and CEO of Complex Media Rich Antoniello; Condé Nast Chief Digital Officer Fred Santarpia; INE Entertainment Co-founder Eric Day; Machinima GM Russell Arons; Leslie Ali, Executive Creative Director of JWT; Anna Gonzalez, Head of Social Media and Video at Nasdaq; Shane Rahmani, GM of IAC-Owned CollegeHumor; Vimeo’s GM of OTT Services, Kathleen Barrett; and CEO of Axonista Claire Mchugh, who recently won the ‘People’s choice award 2018’ at the TV Connect Series.
In celebration of a successful first season, we leave you with five quotes from some of the most important leaders in the digital industry.
Condé Nast Chief Digital Officer Fred Santarpia speaking on digital publishers’ sudden push into video:
“Don’t do video just to do video,” Santarpia told Jocelyn Johnson and co-host Dermot McCormack. “Create content that is resonant with your consumer and likely they’ll find value in it.”
“I think looking at video as a standalone platform doesn’t make sense for multi media companies like us,” he added. “Companies and publishers that have said, ‘the pivot to video is going to save us and we’re going to look at what works in video and we’re going to do a lot of that and the advertisers are going to be very happy’…[Isn’t] a very smart long term strategy.”
Machinima GM Russell Arons speaking on her most surprising experience since filling the role of GM at the digital-first company:
How hard it is to make money… and that’s one of the big lessons we’re having to share with a studio that sells all their content for tickets, social video is still an open place for: how do you monetize? And each [social platform] is different. YouTube you have an ad model [and] Twitch is more of a subscription model. And then the algorithms change and now you’re back to trying figure it out again. So, the walking and chewing gum of this business is how are you constantly trying new things and experimenting and understanding the platforms without going broke at the same time.
INE Entertainment Co-Founder Eric Day on using data to drive content:
We’re not creating culture if data is what’s driving it. We’re maybe building massive amount of views, but I don’t think we are creating anything of lasting value and Franky that has always been our struggle on the nonlinear side of things — discoverability is tough, the marketing bugets are terrible, and it feels very temporary the shorter it gets.
CEO and Co-Founder of Axonista Claire McHugh on the benefits of interactivity in video:
There are lots of subtle ways to do commercial opportunities within interactive that are more about sponsorship or providing a call to action to somebody when they’re watching a video that they’re really engaged with,” McHugh explained to Videoink. “And that’s a really key thing. If you’re sitting there and you’re watching a video and its about dolphins and you love dolphins and there is an [ad] at the end that says ‘save the dolphins,’ you’re likely to probably press that and ‘say yes, I’d like to sign up to this letter about dolphins.
Executive creative director of advertising agency J. Walter Thompson (JWT) Leslie Ali Walker on the changing advertising industry:
I think its changed in massively interesting ways. What we use to do –which was very much push a message for a brand that we felt would be meaningful to the a target audience– we no longer can do, said Walker. We no longer have the luxury of pushing a message. Now we have to actually create something that the target wants to consume.