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.
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