5Qs with… Magnet Media’s Paul Kontonis

/ Jul 8, 2013


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: , , , , , , , , , ,

Transparent Jeffrey Tambor

Amazon Rolls Out Transparent Season 2 Early

Virtual reality market to overtake mobile?

A Closer Look at VR and AR’s $1 Billion Year

#TreatmentForAll Facebook

Facebook First-Ever Doc Launches #TreatmentForAll AIDS Awareness...

Andy Forssell Fullscreen

Fullscreen Taps ex-Hulu CEO Andy Forsell to be COO

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
nigel lythgoe

Nigel Lythgoe on DanceOn, Choreography, and Bringing His New...

jukin media launches viral video product for publishers

Jukin Media Inks Content Deal with Sky Q


Amazon UK Fashions Its First Original Series


5 Emerging Book Channels


How Is Online Video Like Game of Thrones?

LiveOutdoors.com Evolve Media

CraveOnline Bets on Manly Men with LiveOutdoors Revamp

Kin Community

Web Series Wednesday: 5 Shows From Kin Community


Kaltura Helps MotorTrend Go SVOD


Why Google, Disney and Verizon Are Teaming Up to Bring...

Logan Paul The Thinning Legendary Digital Entertainment

Viner Logan Paul Mounting Multi-City Black Friday Promo Tour for...


How YuppTV is Cornering the Expat Streaming Market


National Geographic Rolls Out First Slate of Digital Originals


HorseLifestyle Opens Stable of Streaming Content for Equine Obsessives

Snapchat 2

How Snapchat is Helping Users Discover New Perspectives With...

John Boswell Melodysheep

YouTube Mashup Artist Melodysheep Signs with WME

Kurt Hugo Schneider

Sony Music Orders Kurt Hugo Schneider YouTube Series

Ours to Lose #OursToLose YouTube

How YouTube is Fighting Climate Change with #OursToLose

AT&T A+E Networks

AT+T and A+E Sign Multi-Year Pact for Linear TV, VOD, Mobile and...

Fusion debuting new series on Snapchat Discover

How Snapchat Is Courting Advertisers With Audience Targetting

New York Times Logo

Four Months After Shake-up, New York Times Names a New Video Chief

vox mediaaaaa

Vox Teams Up with Snapchat Discover


Why Otter Media Is Pumping $22 Million Into Crunchyroll


5 Emerging Unboxing Channels

Dunkin Donuts Cakeworks Branded Video

What Makes Branded Video Great?


How Jukin Media’s Wire Helps Users Find Viral Videos...

Elliott Morgan

Vimeo Grabs Another Comedy Special from Elliot Morgan and Supergravity

Machinima Logo

Machinima Hires Don Reilley to Head Brand Partnerships, Preps...

Family Fun Pack Collective Digital Studio CDS

Collective Digital Studio Orders Family Fun Pack YouTube Channel


Nickelodeon’s Noggin Chases Preschool Viewers with New...

Cameron Dallas

Cameron Dallas Signs with Brillstein Entertainment Partners


YouTube Pledges Legal Support for Creators’ Fair Use Claims

Cinedigm Logo

Cinedigm Takes Majority Stake in ConTV

Amazon Studios

Amazon Removes Option Clause as it Unveils Free Cloud-Based...


Why Hollywood is Investing In Tubi TV

Awesomeness Films

Awesomeness Films and Jurassic Party Sign First-Look Deal


Web Series Wednesday: Five Shows From All Def Digital