5Qs with… Magnet Media’s Paul Kontonis
/ Jul 8, 2013

kontonis

If you know online video, you know Paul Kontonis. Currently the GM of Magnet Media Originals, Kontonis has been active within the online video industry for as long as many of us can remember. He is the former chairman of the International Academy of Web Television and a lead advisor for Outrigger Media and its OpenSlate video ad analytics platform. His notable accomplishments include co-founding BigScreen LittleScreen and Social Media Week. And when he was at Digitas, Kontonis helped develop and establish the Digital Content Newfronts, a marketplace that aims to pave the way for online video providers to capture the Holy Grail (TV ad dollars).

So he knows a thing or two about what’s going on in the industry, from producing content that people want to watch to getting advertisers on board to sponsor and sometimes even co-produce original programming. If you haven’t figured it out by now, Paul is the interviewee for this week’s 5Qs.

1. As a producer of online video programming, what are some key things you look at when determining which networks to partner with to distribute your content?
Audience type, behavior and scale play important roles when determining which distributor to partner with. Our programming is designed with specific audiences in mind, so we need to make sure interests align.

2. You announced six original programs at your Newfront this year. Are there more in the pipeline, or are you laser-focused on those six at the moment?
We are super-hyper-laser-focused on a complete slate of closer to 10 programs this year. In the online video industry, development never stops.

3. How would you describe where brands are when it comes to investing in online video? What sort of changes, if any, have you seen this year versus last year?
Brands continue to be wild card players when investing in original online video. I see the strongest shifts in media dollars towards buying online video advertising and that benefits the distributors and networks with scale and ability to see their own advertising. Brands continue to originate content through branded entertainment and brand content. The co-creation of original programming through sponsorships and integrations has not really picked up much over the years.

4. Who’s currently “killing it” in online video?
No one is really killing it yet, success is still a relative metric and the water is rising for everyone. I see the brightest future for a platform like Aol which has audience, content and scale.

5. What’s an industry trend that is currently piquing your interest at the moment?
I am most intrigued and humored by the desire of big YouTube brands to build their own destination sites. A successful content is built upon a solid owned, earned and paid media foundation. I think many people thought a long term business could be built only on YouTube, an earned media platform, without a solid owned media component and without any paid media.

Tags: , , , , , , , , , ,


aol nate hayden

AOL Ups Nate Hayden to Run Originals Business

Disney Muppets

Disney Debuts Muppets Web Series

unbelieveable_1

Bravo Taps The Gregory Brothers, SoulPancake to Promote New Series

pewdiepie

Maker Studios Launches iPhone App for PewDiePie

Ear Biscuits Devin SuperTramp

Devin SuperTramp: ‘Ready-Made for Sponsorship’

showmobile

Radio Disney Strikes Multi-Channel Content Deal with ShowMobile

judy mcgrath

Former MTV CEO Judy McGrath Joins Amazon’s Board

MediaKraft

Next New Networks Co-Founder Joins Advisory Board at Mediakraft

NewsToKnow

Friday 8.1: News to Know

cracklecleaners2

Crackle Sets Return Date for ‘Cleaners’

cartoon hangover manly

‘Adventure Time’ Crew Members Debut...

ViralGains

Nas Invests in Viral Video Marketing Firm ViralGains

July_Vi_Chats

Recap! VideoInk Presents… Diversifying the Video Ecosystem

HuluRemote

Hulu Makes Full Episodes Available for Free on Android Devices

NETFLIX, INC. BOJACK HORSEMAN

Saddle Up for BoJack Horseman’s Comeback… on Netflix...

dapper_laughs

British Vine Star ‘Dapper Laughs’ Scores TV Show with ITV

Corey_Moss

EXCLUSIVE: Hearst Hires Corey Moss to Grow Digital Video Business

NBCDigital

NBCU Brings USA and Syfy to Xbox for the First Time

spotxchange2

RTL Group Takes Majority Stake in SpotXchange for $144M

NewsToKnow

Thursday 7.31: News to Know

chris_jericho

Chris Jericho Adds ‘Web Series Star’ to List of...

Legendary_pictures-2

Legendary Entertainment’s Tom Lesinski Steps Down

Assassins_Creed

‘Assassin’s Creed: Unity’ Shows Expert Parkour...

Show_collage

Call of Duty and X-Men Top YouTube Trailers Leaderboard

JoePenna Headshot

YouTube’s Joe Penna Makes the Move to TV

elizabeth_banks_1

Elizabeth Banks Books College Comedy Series with Paramount Digital

KevinSpacey_UmaThurman

Filmmaker Competition Ends in YouTube Space LA with Uma Thurman

ted_sarandos

Gotham Awards Industry Tribute Goes to Netflix’s Ted Sarandos

Tune In to #VIViewpoints! We’re Live!

Screen Shot 2014-07-30 at 11.47.20 AM

Activia’s ‘La La La’ with Shakira Becomes Most...

NetFlix

Netflix Pays to Directly Connect with AT&T

brooklyn decker

Brooklyn Decker, Ethan Embry Join Netflix’s ‘Grace...

FRANCE DAILYMOTION

Dailymotion Adds Content from AOL, Complex Media, Maker Studios, More

ICMPartners

Talent agency ICM Forms ‘O Labs’ with Manatt Phelps...

nerdist

Nerdist Pokes Fun at YouTube Commenters

SD_Comic_COn

Comic-Con Delivers Fan-tastic Celebration of Digital

Screen Shot 2014-07-29 at 4.58.05 PM

Season Two of ‘ISA Variety Game Show’ Starts Tomorrow

Company_logos

6 Key Takeaways from Just for Laughs’ ComedyPro

Vessel

Jason Kilar’s Vessel Targeting Premium Short-Form Video...

James_Brown

Pluto.TV Set for a James Brown Binge