Yesterday we featured some industry thought leaders weigh on trends and highlights from the world of online video production company in 2011. Today, ReelSEO has new insiders weighing in on what consumers will be seeing in 2012. Here’s a hint: online enabled television.
Aaron Beashel, Director of Marketing, Launchpad6
I would personally love for it to be the year of the Connected TV, however I’m skeptical as to whether the key influencers in this market can get it right. Whilst stats do tell us Connected TV’s are becoming increasingly popular, I don’t believe they will ever reach their true potential unless a unified platform is developed and accepted. If developers continue to be forced to build various apps for various manufacturers and operating systems, then I don’t believe there is enough monetary incentive to encourage the kind of innovation and development we have on mobile… I believe the biggest driver of video in 2012 will be the same as it was in 2011, an increasing amount of connected devices coupled with an increasing amount ofhigh quality, on-demand content.
Brian Petersen, CEO, Raystream Inc.
Just over a year ago, online video accounted for 40 percent of Internet traffic; by the end of this year, Cisco predicts it will reach 50 percent. That is a staggering statistic, and we’re just getting started. Online video use will only grow from here.
As thrilling as this trend is, it comes with some monumental problems – all stemming from the enormity of video files, especially High Def videos: the bandwidth they demand is extremely expensive for online video content providers; and most Internet users, even those with high-speed lines, can’t enjoy an online video without it buffering. Perhaps most troubling is legislation being proposed that may soon limit unmetered broadband.
What the world of online video needs in order to continue its stratospheric growth in 2012 is not more infrastructure to handle this gargantuan amount of data, but a method of file compression that maintains the quality of the image.
Roland Hamilton, Managing Director of U.S. Operations for Dailymotion.com
Video Everywhere: Video production company distribution is now accelerating on every device. We’ve seen a huge jump in our video views overall but especially in our mobile video views… Consumers love watching video and will watch video on whatever device is most convenient as long as there’s high quality video playback and intuitive navigation.
Social: We’ve seen a huge uptick in sharing in 2011, especially with the launch of the Facebook Open Graph on Dailymotion. The “frictionless” sharing model really accelerated the network effects. Watching video is a natural social activity and what was a solo activity is now better when shared with your friends.
TV ad spending will migrate online: With better content, more users and great engagement numbers, TV ad dollars will flow online in 2012. Companies like Auditude/Adobe and Kantar Media are working to bridge the measurement gap. More and more buyers are seeing video as video no matter what device it’s streamed on. Advertisers want to be where their customers are and more and more that means online video. And with more robust audience targeting and creative sponsorships online video is able to deliver results. No medium is better at making an emotional connection with an audience. Add in social sharing and we’re finally starting to realize the capabilities we imagined only a few years ago.
Better original made for the web video content: More ad dollars and better pay models will support better made for the web video production company content. Producers have learned now what the sweet spot is for made for the web content: budget, subject matter, length, talent etc. Producers are more savvy about distribution and extracting value out of content. The ROI models are more accurate so that there’s less risk and more potential upside.
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