5Qs with... Magnet Media's Paul Kontonis - VideoInk
 
 

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: , , , , , , , , , ,


ellen degeneres

Ellen DeGeneres Launches New Video Site ‘Ellentube’

WSW_11

Web Series Wednesday: Scare Yourself This Hallows’ Eve

ulive

Jeff Meyer and Lisa Choi Owens Exit Scripps Networks’ Ulive

Xbox_Tellem

Nancy Tellem and Jordan Levin Leave Xbox

Director_Dailydot

Director Credits YouTube for Box-Office Success

RichieRich_ATV_Netflix

Netflix Orders ‘Richie Rich’ Series from AwesomenessTV

BravoMedia

Bravo Names Jonathan Hills VP of Digital Media

PBS

PBS Digital Studios Inks First ‘Major Co-Production...

PortalA_Niche

Portal A Finds Its ‘Niche’ with Social Talent Network

VProudTV

VProud Launches ‘Safe Space’ Video Network for Women

Screen Shot 2014-10-29 at 11.49.50 AM

Streaming on Connected-TVs Continues to Rise (Study)

Screen Shot 2014-10-29 at 11.05.03 AM

New Series on The Scene Explores Cardboard Arts & Crafts

Screen Shot 2014-10-29 at 10.29.48 AM

Watch a Teaser for Netflix’s First Historical Drama...

WhistleSports

Digital Sports Network Whistle Sports Raises $7M from BSkyB

Villian_Alist

Disney Villains Count ‘Scars’ (Video)

BrokenTV

FCC Chairman Proposes a New Definition of MVPD to Include...

Screen Shot 2014-10-28 at 4.33.41 PM

New Golf Digest Show on The Scene Glows in the Dark for Halloween

Shine_COre_endemol_01

Endemol-Shine-Core Media Joint Venture Assigns North American Bosses

AmazonBox

Amazon to Debut First Live-Action Original Kids Series in November

Screen Shot 2014-10-28 at 3.31.45 PM

Live Broadcasting Site YouNow Now Offers Partner Program

YouKuTudou2

Endemol and Youku Tudou Bring ‘Big Brother’ Reality...

Tumblr

Now on Tumblr, Autoplay Video Ads by Hulu, Universal, and More

Vimeo_money

Vimeo Is Also Planning a Subscription Video Service

PBS

PBS Kids Debuts New Series Online Before TV Premiere

Screen Shot 2014-10-28 at 11.06.25 AM

The Next YouTube Space Destination Is…Brazil

NewsToKnow

Tuesday 10.28.14: News to Know

Youtube_003

YouTube Considers Paid, Ad-Free Subscriptions

Driver Digital Roku

Driver Digital Brings Family-Friendly Channels to Roku

Vimeo

Vimeo Inks Distribution Pact with Cinedigm, Beginning with...

Screen Shot 2014-10-27 at 12.40.53 PM

Animal Planet Live Trapped a ‘Zombie’ for Halloween

MobileVideo_alist02

How Mobile Video Factors into the Future of Brand Marketing

NYT_Video

The NY Times’ Video Presence Just Got Bigger

Twitter Video

Watch While You Tweet: Twitter Now Features Dockable Videos on Mobile

Tim Hincks Endemol

Tim Hincks Named President of New Endemol-Shine-Core Group

YouTubeHalloween

Guillermo del Toro Spooks Up YouTube Space LA for Halloween

TinyRiot

Tiny Riot Options Brooklyn-Based Digital Comedy Series

stylehaul

RTL Group Close to ‘Hauling’ in StyleHaul —...

CNE

Conde Nast Reshuffles Digital and Video Teams

Screen Shot 2014-10-27 at 11.48.58 AM

Watch a Sneak Peek of Chelsea Peretti’s Netflix Comedy Special