Party like it’s 1999?
Online video is where search was in 1999: a major part of the digital media ecosystem is desperately looking for a business model and a leading ad format. We know what happened in search, while the early leaders ditched search-as-a-business for portaldom, Google stayed the course and built a $200 billion company.
Search captures intent, video captures interest. Intent offers advertisers a short-term benefit, interest a more long-term value. Perhaps that is why it is taking longer for online video revenues are materialize in a major way.
Yet, over the past year, online video consumption has soared threefold and it appears that this might be the year that the medium grows up and sees its revenues take off too (fingers crossed). This explains why in boardrooms large and small, everyone is trying to crystallize their online video strategy.
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