Wednesday, December 28, 2011, 9:47 AM ET|Posted by Will RichmondFollowing are 3 video predictions for 2012 from Dave Otten, CEO of LongTail Video, whose products include the JW Player, Bits on the Run, AddOns and the AdSolution.
1. The barriers for entry for monetizing online video will continue to fall
Small and medium sized publishers will be able to access rich content libraries to build better websites experiences that draw larger audiences. Google's DoubleClick for Video was the first step toward helping publisher monetize the content on their sites, and other technology companies will follow suit in 2012.
2. Mid- and small-sized sites will play a big role in driving growth in video advertising
The increase in publishers offering video content will open up the doors to more brand advertisers, which will power video's predicted growth. eMarketer predicts video ad spending will hit $7.1 billion by 2015, and there's not enough inventory available right now to achieve that number. The only way to sustain the format's growth is for advertisers to buy impressions across the smaller sites that are adding video.
3. Apple will continue to dominate mobile video
The popularity of the iPhone and iOS are giving Apple a huge lead in mobile video coding and playback, but Apple will own the streaming technology by the end of next year as well. For any video publisher to take advantage of an on-the-go audience that is consuming video at a rapid rate, they'll have to play by Apple's coding and streaming rules.