Welcome to 2012, a year that promises lots of continued growth and change for online video. Over the past few weeks, I've been posting a series of industry executives' top 3 predictions for online video. These 21 executives and their companies are on the front lines of online video's disruptive impact, and so their thoughts on what's ahead are both insightful and credible. Below I've summarized 3 key themes that I believe emerged, and have also provided links to the individual posts with each executive's predictions. Enjoy.
Theme #1 - Online video advertising matures There is a lot of optimism about online video advertising continuing to grow and mature in 2012. Specific points included increasing sophistication of agencies and brands with respect to ad buying and cross-platform campaigns, improvements in analytics, transparency and performance metrics, greater viewer choice and need for relevance, and the important role video ad networks are playing in the industry.
Theme #2 - Connected and mobile devices dominate Not surprisingly, many predictions focused on how connected and mobile devices are fundamentally changing the video business including influencing ad spending, the battle for the living room, on-the-go viewing, the role of the traditional set-top box and helping dual-purpose devices like game consoles (in particular the Xbox 360) gain significant traction.
Theme #3 - Content evolves Given executives' optimism about monetization, devices and viewing trends, content also seems set to evolve in 2012. Numerous executives pointed to how social and interactivity will drive more engagement. Some also see content gaining more intelligence/context and discoverability which helps producers and aggregators deliver more compelling experiences. Others highlighted the importance of new independent content initiatives such as YouTube's 100 channels and the increased availability of premium content online.
Taken together, the big winner in 2012 will continue to be viewers, who will enjoy more choice, better access and more flexibility due to online video's rise. Whether it's entertainment, news, sports, how-to or any other category of interest, online video will further empower viewers in 2012, driving more excitement and enthusiasm for this new medium, and putting pressure on existing players to take part.
Click the links below to read each executive's top 3 video predictions for 2012.