NewTeeVee’s Next Big Thing, Session 2

Despite tackling a diverse set of web video projects, the 10 companies chosen for our “NewTeeVee’s Next Big Thing” list all have one thing in common: They are rapidly gaining traction in emerging and increasingly important aspects of the business. And so we’ve put our trust in them to see into the future.
Here’s what our second five presenters had to say about what to expect from the video market.

Matt Cutler, VP Marketing and Analytics, Visible Measures

Summary: The ads from the Super Bowl spread across 6,000 online video clips and led to a similar number of viewers as the broadcast garnered. Online, about 30 percent of the brand views of an ad online came from social activities such as referrals and mashups. However, the top 10 campaigns captured 45 percent of all online views. So we tell our brand advertising clients that they need to figure into the top 10.
The Next Big Thing: The leaders already in social advertising will press their advantage in 2010, and the followers who are still in experimentation mode will realize how far behind they are.
Brent Friedman, president, Electric Farm Entertainment
Summary: We’re looking for the fully immersive experience. We do high-budget, new cross-platform projects or “make cool shit.” The goal has been to create a convergence between video games and television. For our first project, After World, we produced 130 episodes. But it was really hard to monetize, at least in the U.S. The idea of a destination site just didn’t catch on. Our foreign distributor, Sony (s sne), offered it overseas in modular bites, web sites with bells and whistles, and mobile content. Back here in the U.S., we used the same model that we used for After World, but didn’t build an integrated destination web site. Sending the viewers on a “digital schlep” was counterintuitive to create immersion. Now we’re returning to the After World model to spend the money on a destination site. But going forward it’ll likely be branded, probably by a network, and it will be monetized. Through the traditional networks we’re getting bigger marketing budget and leveraging the strengths of the media fence. The site will not be a walled garden-type site, and will be much more dynamic 3-D environments. This will create a level of entertainment that is attractive to the whole ecosystem and will transcend the 3- to 5-minute spot online.
The Next Big Thing:
Angela Wilson Gyetvan, VP Sales and Marketing, 3ality Digital
Summary: There are a bunch of TV makers launching 3-D televisions next year as well as some device makers that will make products that will play 3-D. The next opportunity for 3-D will be intelligent advertisements and products that know when you are there. That’s five years out. And now we take a 3-D TV break.
The Next Big Thing: (See video, preferably with 3-D glasses.)
Bismarck Lepe, co-founder and president of Product Strategy, Ooyala
Summary: Ooyala is a comprehensive online video platform with analytics, transcoding and ads — who, what and how people are sharing video on the web.
The Next Big Thing: As we look at 2010 we think that web sites won’t be focused on the licensing relationships with the content partner, but the relationship with the individual user. We will also be able to authenticate and identify each end user to understand what they watch and have access to. Mobile will play a big role in that process.
Jeremy Reed, SVP Content and Editorial, Demand Media
Summary: The next big thing is “little” — short video that people are interested in that have a none ROI. We’ve been profitable since day one. We have a network of media sites, and we have Demand Studios, which is a content creation freelance community. When we built the company we wanted to create high-quality content, but do it at scale, and with voice that serves our community. Brands want useful, actionable content, but there’s a major disconnect between advertisers’ needs and costs to serve that. We’re all struggling with video monetization, and we look at it with a cost we can afford. Marketing today is stuff like search and YouTube — what are those people looking for and how to we create what they want. We’re dealing with very diverse spaces like humor, health and DIY space. We focused our attention on the headline, design and title. We built an algorithm that determines audience and ability to place high on search. After we developed this tool we created this freelance community. What we found is that we attracted filmmakers, which had associated with big brands, had won awards, and had spread out across the U.S.
The Next Big Thing: Next big thing is trying to understand there is an imbalance between supply, need and cost. You need to understand the ROI before you greenlight content. Is it quality and relevant to a community? And increasing the competitiveness — in a search world is a social world.
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