The next big thing online will be video

Five cents buys you nothing in Bablion:

Video will become the most immersive media and marketing channel because customers will be able to choose it, download it, share it, and experience it in their own context and on the go. Within two years, people will be able to see video everywhere: on an office computer, home computer, web-enabled tv, iPod or mobile phone. They will also be able to share it with family, friends and colleagues.

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Youtube is big

Youtube is a big idea. It will take years for marketers to get their minds around it, but video will begin to dominate communications and integrated online marketing strategies within the next five years. Not the Hollywood quality high gloss, but the camcorder stuff, the rough cuts and lower quality pictures where real people appear to be getting eye to eye with people.

If the content is great and the light is good- that’s all you need to make things happen. As the prolific number of online marketing channels increase, voices get lost in the crowd. That’s why people appreciate the directness of video media. They make connections faster and they are more likely to come back for more. And It doesn’t require tv station or film production effort to make this happen.

In a world where brand messages are everywhere, you will have to put yourself or your content out there in the world.

Below is a popular video song about how video pop culture is created by people on the internet.

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Yes, it will be difficult for big companies to adjust their high quality brand to fit the rough edges of video, but they will realize that video represents a brand move that moves faster than anything else. It will be even more difficult for small businesses to get their think around video and produce great content. However, video will ultimately be more affordable than current rate card pricing of online advertising.

Uptake on Video

Typical of online trends, by the time that video engagement has been thoroughly validated by measurement studies and research; video will dominate the internet. Some criticize youtube for catering to raunchy pop culture, absurdity and the lowest common denominator. What these critics don’t understand is that serious, compelling video content is out there and growing.

Video will have unexpected impact in politics, education and business as video becomes adopted as the
prefered communication channel. It will outgrow its role in one-time, viral campaigns and become serialized to hold on to the influence and excitement that video generates.

More importantly, video will take social media to the next level; social media will become the dominant form of online advertising. Under my direction, IAB Romania is doing things to support this trend to raise the value of video. We have created a video task force that is dealing with how we can accelerate the incubation of video for online industry members.

Among the things this task force is thinking about is a metrics system that enables a more relevant monetization of video-based engagement. We are also thinking about credibility, certification, open ad inventory solutions, and ad auction options.

The question of the day is how we can fully integrate video into the internet and take the internet to the next level.

The video below reminds us of where the internet was only a decade ago

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More Relevant

Video is a powerful communicator and marketing channel because it can represent an engagement where information can be more fully experienced by a customer or potential customer. Soon, video will also become a portable media that people can interact with and share where ever they are, on the way, and where ever they are going.

In video, marketing information, journalism and intimate personalization can be mashed together into a more engaging and relevant mix. Video information can be more engaging because it can include information such as ambience and mood (emotional and physical data) which visually support numbers, claims and promises being made.

Video will become the more immersive media channel because customers will be able to choose it, download it, share it, and experience it in their own context and on the go. Within two years, people will be able to see video everywhere: on an office computer, home computer, web-enabled tv, iPod or mobile phone. They will also be able to share it with family, friends and colleagues.

IAB Romania

Obviously, the Interactive Advertising Bureau Romania (IAB Romania) is very excited about the future of video at the . Understanding a trend of this value and utility before it comes to maturity creates a lot of enthusiasm and energy for what we are doing. We hope industry members will get excited too about our research and findings; they have every reason to be. What we are doing and thinking about is, in fact, in their best interest.

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Stan Faryna
November 24, 2006
Washington, D.C.

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FEED UPON other popular posts by Stan Faryna:

>> Outsourcing
>> Great Websites
>> IAB Europe
>> Online Strategy
>> Open Source

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About Stan Faryna

Stan Faryna is a member of the IAB European Leadership Council and National Director of the Interactive Advertising Bureau Romania. He is the founder and co-founder of several technology, design and communication companies in the United States and Europe including Faryna & Associates, Inc., Halo Interactive, and others.

His political, scholarly, social and technical opinions have appeared in The Chicago Defender, Jurnalul National, The Washington Times, Sagar, Saptamana Financiara, Social Justice Review, and other publications.

Mr. Faryna is editor-in-chief of Black and Right (Praeger Press, 1996), a landmark collection of socio-political essays by important American thinkers including U.S. Supreme Court Justice Clarence Thomas.

Copyright

Copyright 1996 to 2008 by Stan Faryna.

Here’s my fair use policy for my content:

If you want to share my content with your own audience, you may quote a brief excerpt, if and only if, you provide proper attribution (Source: The unofficial blog of Stan Faryna) with a direct link to the source. You may not republish or translate the entire article without my written permission. Send your request for permission by inmail through the linkedin professional network at www.linkedin.com.

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