2008: Online Video Grows Up
Yes, it’s that time to look ahead as we consider what we’ve left behind.
Online video truly broke out into the mainstream in 2007. It was all about creating content, finding audiences. So what’s in store for 2008?
This will be the year online video begins to grow up. Consider all the hand-wringing in 2007 about how to drive ad revenue from this wave of content. Well, that will probably continue, but some things will begin to shake out. The ability to bring something unique to the table from a distribution standpoint will dictate how those ad dollars will flow.
What are those points of difference? The ability to target a specialized audience will become paramount for marketers looking to get the most bang for their ad bucks. Also, video search technology will improve, so expect more content creators to employ search engine marketing techniques. That means ad networks themselves must find a way to make their search tools stand out.
In an uncertain economy, the opportunity to grab more ad revenue becomes even bigger. As David Hallerman, senior analyst at eMarketer, puts it, “With money tight, marketing executives will continue to gravitate toward the Internet, looking for more measurable ad formats to buttress their positions.”
As with any maturing industry, there will be growing pains. But in the end, content owners, advertisers, and delivery networks will come away with a better idea of what works and what doesn’t.
We look forward to meeting that challenge.
