Thursday, December 22, 2011, 9:02 AM ET|Posted by Will RichmondFollowing are 3 video predictions for 2012 from Bill Lederer, CEO of Kantar Video, the online and mobile video research and measurement unit of Kantar, WPP's insight and consultancy network.
1. Social video solidifies its place in the media mix
Based on the success of social video ads including VW's "the Force" and sophisticated new technologies, many more video campaigns will leverage the inherent social value of video as a "best practice," leveraging YouTube and other social platforms to drive additional viewership and comments. As a reach enhancer and listening tool, social video will be proven in 2012 to be media manna for marketers.
2. The "video agency of record" or agency "video center of excellence" will emerge in 2012
As the Video media and marketing industry has exploded, so has its complexity. While standards and consolidation are helping streamline some processes, the highly fragmented and innovative stage we are in demands end-to-end focus to best maximize this multichannel medium's inherent potential. Marketers desperately need help on everything Video (including Advanced TV) and so do conventional agencies ill-equipped to keep up. Expect start-ups and build-ups in this space with content creation/partnerships, analytics and paid syndication important components.
3. Video paid content creators and providers will embrace advertising revenue like never before
Revenue sourced directly and indirectly from linear TV advertising will be pursued to create scale, to sustain overall revenue growth, and to defray the growing cost of securing quality, premium and super premium video content. As a result, more aggressive monetization will drive the acute and existential need for analytical.