The Holy Grail of Web and Mobile VOD? “I like that show…” - Douglas Dicconson - MediaBizBloggers

Welcome Douglas Dicconson our newest MediaBizBloggerIs there significant revenue potential from original video content on web and mobile platforms or is it just another place for reruns and trailers How do the independents gain enough scale to compete with Hulu or ComcastThe fact is that Internet media properties are awash in video Major media properties either have or are currently planning their video strategies Most of these plans include revenue from advertising and in a few cases subscriptions It stands to reason that invideo advertising has a higher value than display ads because video is the most powerful communication tool So for web publishers seeking advertising revenue taking the Internet from a text heavy medium to a blend of text and video is an exciting evolution This shift further validates the migration of advertising spend into the digital spaceSo the billion dollar question How will independent web programming companies develop audiences that enable them to reach ad supported revenue levels on par with television productions Letamp8217s start with the eyeballs The value of web and mobile video as an advertising vehicle read moneymaker is proportional to the audience building power of the content The argument for multiplatform VOD is its availability and measurability Rather than amp8220tune in at 9pm Thursdayamp8221 web and mobile video offer amp8220tune in whenever whereveramp8221 So as a way of extending the reach of current programming for major players itamp8217s a terrific tool We all know people who catch up on Greyamp8217s Anatomy every Friday morning in their officesamp8230 but thatamp8217s the challenge to independent web programmers too Where is the original independent programming success storyUntil the independent online and mobile producers collectively create programming that directly competes with television programming for consumersamp8217 attention we will only be making amp8220viralsamp8221 and amp8220webisodesamp8221 As such we will only be able to sell invideo ads at declining CPMs against small highly fragmented audiences Currently the number of views that are generated largely defines success in original web and mobile video Go to any video based entertainment website and youamp8217ll see view counts in the millions on their most popular videos These millions of views generally come in waves over months Say for instance a web series episode gets 400000 views when itamp8217s first released then pops up again on Facebook 2 months later and gets another 500000 then six months later rips through the Universities during backtoschool and gets an additional 1 million views These 2 million views over 9 months are helpful for the producer but donamp8217t help a brand connect with an audience to deliver a specific message over a specific flight date To an advertiser compare that with running ads to a TV audience that delivers the majority of its programming views even given DVR technology within the first 36 hours that the program is availableSo why canamp8217t that original web video series achieve the same audience impact Someone needs to break the cycle and fully commit to the multiplatform audience The incentive to making a great web video series is typicallyamp8230 a TV deal Committing to the power of shortform multiplatform storytelling as a stage on par with TV and film is a bold step to take but one that has enormous potential rewardsThere are a lot of economic and creative variables such as quality storytelling timely and relevant topics talent and of course luck The exciting fact is itamp8217s going to happenamp8230 and when it does it will be as simple as amp8220I like that showamp8221 So whoamp8217s going to get there firstDouglas Dicconson is Chief Revenue Officer of Babel Networks wwwbabelgumcom an independent programming entity that serves a truly Global audience of early adopters of multiplatform video Douglas can be reached at DouglasdicconsonbabelgumcomRead all Douglas39 MediaBizBloggers commentaries at Unlocking Global Web Video ampamp other 39Babelgum39 Thoughts MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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The Holy Grail of Web and Mobile VOD? “I like that show…” - Douglas Dicconson - MediaBizBloggers

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Douglas Dicconson

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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The Holy Grail of Web and Mobile VOD? “I like that show…” - Douglas Dicconson - MediaBizBloggers

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