The Digital Content NewFronts & the Tipping Point for OLV - Ashley Swartz

By TV / Video Download Archives

Following Google's 2013 NewFront presentation, advertisers and programmers can expect the search engine giant to expand upon its current standing in the digital ecosystem, and reposition as an OLV programmer, given its announcement to begin offering paid subscriptions on YouTube. But is tonnage a tipping point for OLV?

The online video giant, counts 1 billion unique monthly visitors, and according to Ad Age, have seen a 50% increase in time spent by audiences year over year.

Ashley Swartz, CEO and founder of Furious Minds, believes Google's aggressive monetization initiatives signify a greater shift for the industry as a whole, and will force an inflection in the near future that puts the value of premium and super premium online video inventory at risk.

Swartz concludes, Google and YouTube haven't "cracked the nut" on audience tolerance for online video ads, served through subscription based services, and the industry does not yet know what this will all mean for television. Swartz urges players to discuss online video measurement metrics, offering that transparency in the marketplace, will lead to a greater understanding of the opportunity for revenue.

Ashley J. Swartz (Red Fury) is CEO and founder of Furious Minds. Contact Ashley at @redfurynyc, www.linkedin.com/in/ashleyjswartz.

Read all Ashley's MediaBizBloggers commentaries at Furious Minds.

Check us out on Facebook at MediaBizBloggers.com
Follow our Twitter updates @MediaBizBlogger

The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.

Copyright ©2019 MediaVillage, Inc. All rights reserved. By using this site you agree to the Terms of Service and Privacy Policy.