What does 2011 hold for online TV, and how will its relationship with mobile and TV change the way we use media? Tom Laidlaw, CEO, Videojug offers a guide for marketers on how to get the most out of this rapidly growing format…
Online video was the big news story in online marketing in 2010 and I don’t see much coming through to dislodge it in 2011. Spend and activity around online video look set to continue their growth. But I believe in 2011 it will be boosted by the convergence of content and capability across mobile as well as IPTV.
“Online” video and mobile is just a great combination now that handsets and networks are up to scratch and widely adopted and this confluence will drive growth in the sector. But “online” video will also broaden out to include IPTV – both online and set-top box-delivered. YouView will create a very dynamic force when it finally arrives – hopefully in time to make a difference in 2011. As well as reaching consumers through their computers and phones, marketers will be able to connect with them through TVs with video messaging made specifically for this digital world.
Consumers on connected devices have so much choice and control that they don’t put up with too much nonsense from advertisers. So, online video content needs to help and engage the consumer, not simply shout at them. The biggest challenge for marketers looking to leverage the power of online video will continue to be creating content that engages, not just advertises.
In 2011 I’d like to see the online video industry educating marketers about the distinction between online video and conventional TV.
A lot of TV content and services can be found online, with more coming in 2011 and this is simply because a lot of “TV viewers” are now to be found online of course, where once they were in front of the telly. But it’s the same experience, only the medium is different. This is distinct from “online video”, content and creative made for online that is distributed around the digital space and found as relevant by users through their online journey.
There’s nothing wrong with showing an ad before a TV show, online or off. But the TV show is a sit-back experience to the user. Online video is made to be consumed by an engaged user looking for specific information; the content itself can be branded to provide a brilliant opportunity for helpful engagement, or you simply have a better opportunity to put an ad in front of a more engaged user.
Having initially been slightly sceptical, as a punter I would now rather have a tablet than a netbook or cheap laptop and these days you need one of these things to get by. So I fancy tablets will begin to alter content consumption patterns as more people consume more online stuff at points in their days that have been harder to reach for online media to date. And my money is on Android to run away with this one.
In terms of changes in the overall digital landscape in 2011, I think we’ll see some of the less interesting display ad formats continue to decline a fair bit. I also think it’s interesting to see agencies and media owners moving into the ad network space, such as Videology and Double-Click Ad Exchange, as the bigger players look to assert their dominance in the food chain. Is this good or bad, and for whom? I don’t know, but it’s happening.
By Tom Laidlaw