Online video is coming of age. The dramatic growth of video consumption across a wide range of platforms has unleashed new opportunities for advertisers to engage with audiences, stimulating rapid growth in spending. Online video is becoming an essential part of the media mix for brands. In response, multichannel networks (MCNs) and a growing range of non-broadcaster media businesses are ramping up investment in online video, stimulating competition and innovation across the market. Increasingly, the worlds of TV and online video are converging, as broadcasters embrace multi-platform and invest in ‘digital first’ content and digital businesses move into television.
However, there are challenges ahead. Online video may offer more flexibility than broadcasting, but creating great video remains expensive – and delivering scale remains challenging, in a hugely fragmented market. YouTube channels and creators may generate billions of views, but returns can be very limited, making it hard to invest in premium content. Many agencies argue that realising ROI from online video remains extremely difficult.
How will the online video market evolve during the next few years? Does online video really compete with traditional TV advertising – now or in the future? How attractive is the online video opportunity for traditional publishers and what does it take to succeed? Is online only video content a viable business for broadcasters – or just a testing ground for cheap TV? Do YouTube creators really offer advertisers something new and different? Is it possible to build a profitable media business on YouTube – or do MCNs need to make the transition to TV? How will agency and advertiser demand for premium video develop?
MTM would like to invite you to their next Forum event exploring the future of online video – as part of their 2016 Digital Opportunities research programme. The panel for this special Forum will include: Daniel Hewitt, Managing Director of Maker Studios; Andy Taylor, Co-Founder and CEO of Little Dot Studios; Rob Ramsey, Partnership Leader at Channel 4; Jacqui Kavanagh, Video Sales Director at Condé Nast; and Nick Chapin, VP, Commercial Strategy & Innovation at Vice Media.
To register your interest in attending, please email firstname.lastname@example.org with your full details.
The event will commence promptly at 6pm, running through to 7.30pm, followed by drinks and networking at the bar (One Alfred Place, London WC1E 7EB).
Places for this complimentary event are invite-only to ISPA members and limited to 80 senior industry participants, managed to ensure a balanced discussion.