What To Expect From The Year Of Video

2015 has been declared the Year of Video. Every minute, 300 hours of video are being uploaded to YouTube and the platform is currently the #2 search engine online. As a medium, video has really come into its own over the past five years or so, and there’s still a lot of evolution ahead.

PluggedIn led a discussion on what we can expect from video this year during a recent industry roundtable (on a particularly cold day in New York and faux blizzard at Deloitte). Participants included:
JWPlayerEyeviewWibbitz,TubeMogulVerticalMassWochitRakutenYoutube, and Waywire.

We’re all living in our own personal primetime.

When new media arrives on the scene, there’s always talk of it replacing the old. But traditional media never really disappears. The new doesn’t replace the old, it just augments or extends it in some way. Right now, all the TV numbers are telling us that people are watching more TV these days—they’re just not necessarily paying for it. Online video has the ability to complement TV, extend messages, or tell different stories. In fact, when we’re watching TV on our iPads or computers, what does “TV” even mean anymore? The fact is that it’s a mechanism, not a medium.

Is there a place for “snackable” content in this space—does it have the same value as long form? Yes, but the industry has to go along with it. TV is currently using different measurements, and we need to break away from them. There’s actually somuch more data that we’re able to derive from digital video than from TV. The old standard of measurement just isn’t going to work anymore.

What’s really going to matter is tracking. When consumers are in this “primetime at all times” world, watching a video in any space, we have to be able to track that viewing process. If we put a video somewhere, we have to attribute that and show how it impacts sales.

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