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Nov 1 '08
★
”Current TV usage landscape is still dominated by linear TV viewing—about 389 billion hours per year in 2008, compared with only 7 billion viewing hours for online video.”
“If you look at how many people are viewing videos online, the industry is monetizing only a small fraction of that,” Adam Kasper, senior vice president-U.S. director of digital at Havas’ Media Contacts unit asserted during panel of top digital media buyers. “Right now, we’re kind of behind the adoption curve, and we’re not taking advantage of everything that’s out there.”
“I think that’s for a good reason,” Tsai said, “given the complexity and all the issues, and the fact that TV—although in a little bit of a transition state—in the short-term is still a very, very powerful medium. I think we are about where we should be in terms of the adoption of online video as an advertising medium.”
“Reiterating the multitude of challenges confronting the nascent online video marketplace, Tsai implied that the reason why Madison Avenue’s coffers have not sprung open is more a function of the fact that the medium still is immature, and not because “there’s some super-stodgy person holding the money somewhere.” “
“Among the challenges cited by fellow panelist Jason Steinberg, director of Publicis’ Spark Communications unit, are the fact that buyers and sellers have not been able to strike a balance on the appropriate cost/value relationship between online video CPMs and traditional TV advertising costs; the lack of consistent, comparable “metrics;” and the overall “management issue” for agencies dealing with a complex array of professionally produced and emerging micro marketplace online video advertising options.”
”By 2010, he projected, linear TV viewing will decline to 342 billion viewing annual viewing hours, while online video will expand to 14 billion.”
”He described this new genre of online video programming as “part of another digital storytelling process” and suggested that it is part of a bigger trend in non-linear programming that has begun to evolve.
Online Video Market Evolves, Begins Morphing Into New ‘Storytelling’ Device
Full story: http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticleHomePage&art_aid=93730”Current TV usage landscape is still dominated by linear TV viewing—about 389 billion hours per year in 2008, compared with only 7 billion viewing hours for online video.”
“If you look at how many people are viewing videos online, the industry is monetizing only a small fraction of that,” Adam Kasper, senior vice president-U.S. director of digital at Havas’ Media Contacts unit asserted during panel of top digital media buyers. “Right now, we’re kind of behind the adoption curve, and we’re not taking advantage of everything that’s out there.”
“I think that’s for a good reason,” Tsai said, “given the complexity and all the issues, and the fact that TV—although in a little bit of a transition state—in the short-term is still a very, very powerful medium. I think we are about where we should be in terms of the adoption of online video as an advertising medium.”
“Reiterating the multitude of challenges confronting the nascent online video marketplace, Tsai implied that the reason why Madison Avenue’s coffers have not sprung open is more a function of the fact that the medium still is immature, and not because “there’s some super-stodgy person holding the money somewhere.” “
“Among the challenges cited by fellow panelist Jason Steinberg, director of Publicis’ Spark Communications unit, are the fact that buyers and sellers have not been able to strike a balance on the appropriate cost/value relationship between online video CPMs and traditional TV advertising costs; the lack of consistent, comparable “metrics;” and the overall “management issue” for agencies dealing with a complex array of professionally produced and emerging micro marketplace online video advertising options.”
”By 2010, he projected, linear TV viewing will decline to 342 billion viewing annual viewing hours, while online video will expand to 14 billion.”
”He described this new genre of online video programming as “part of another digital storytelling process” and suggested that it is part of a bigger trend in non-linear programming that has begun to evolve.
“This is the first time since Guttenberg that we’ve created a new storytelling device,” Kramer declared, referring to the invention of the moveable-type printing press.”
