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: , , , , , , , , , ,


YouTube Money

YouTube Cries Uncle: Videos Will Earn Revenue While Content ID...

 
Jonathan Skogmo, Jukin Media

Power Sixer: Meet Jonathan Skogmo, Jukin Media’s King of...

 
DreamWorks Animation

Controlling Interest in AwesomenessTV in NBCUniversal’s...

 
Wet Hot American Summer Netflix

Netflix Orders More ‘Wet Hot American Summer’

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
Judy McGrath Astronauts Wanted

Power Sixer: Meet Judy McGrath, Astronauts Wanted’s Lead...

 
Amina_Canter_VideoInk_300x250

Digital Dealmaker Amina Canter Is Bringing Traditional Chops to...

 
Studio71 Paramount

Digital Influencer Features Make the Majors with...

 
JC_Cangilla_VideoInk_300x250

Who’s the Man Behind Newform Digital’s Many Deals?...

 
Machinima hired James Glasscock as SVP of Strategy and Business Development

Questions & Answers with 2016 Digital Dealmaker James Glasscock

 
Univision Creator Network

Univision Creator Network Now Has Beauty and Fashion Vertical

 
Flula Borg

YouTube Music Star Flula Borg Signs with Studio71

 
Susanne Daniels

Power Sixer: Meet Susanne Daniels, the Force Behind YouTube Originals

 
JimmyMaymann

Power Sixer: Meet AOL’s Global Kingpin Jimmy Maymann

 
Dealmakers2016_600x250

Introducing the 2016 Digital Dealmakers

 
kendall_rhodes01

Dealmakers 2016: Kendall Rhodes from Untitled Entertainment

 
PowerSixer2016

Introducing the 2016 Power Sixers!

 
FilmStruck

Turner Teams with Criterion for FilmStruck SVOD Service...

 
Jason Goldberg STX Entertainment

STX Taps ‘Punk’d’ Creator Jason Goldberg to...

 
oculus for consumers

How quickly will online video transition to VR?

 
Bret Easton Ellis Fullscreen

‘American Psycho’ Author Bret Easton Ellis Signs Up...

 
Netflix_new

Netflix Begins Production on ‘Okja,’ Sparks...

 
walkinthewoods3-xlarge

Amazon Signs Multi-Year Output Deal with Broad Green Pictures

 
DollarsMoving_VideoInk_300x250

Why Getting TV Dollars to Go Online Is Easier Than You Think

 
INTX_300x250_VideoInk

Why Disruption Is the New Best Friend of the Online Video and TV...

 
Tyler James Williams RePlay New Form Digital Go90

Ex-‘Everybody Hates Chris’ Star Talks Going Mobile...

 
All Def Digital

All Def Digital Launches In-House Creative Agency Targeting...

 
Facebook Live Cafe Latte Tastemade 2

Because It’s Facebook, Stupid: Why Facebook Live is...

 
TrevorStevens_VideoInk_300x250

‘Rock Steady Row’ Feature Gets Picked Up By SUPERGRAVITY

 
Bryan Cranston, Eric Berger, Kate Bosworth and Dennis Quaid at Crackle’s upfront presentation held at the New York City Center on April 20, 2016.

Crackle Unveils Originals Slate, ‘Break-Free’ and...

 
NathanBrown_VideoInk_300x250

Nathan Brown Lands at Discovery Digital Networks

 
RYOT

AOL Acquiring VR Studio RYOT to Bring Immersive Video to...

 
Abrams_Talent_300x250

Abrams Artists Adds Two Talent To Alt Programming Roster

 
Seeso_Logo_VideoInk_300x250

NBC’s Seeso Looks to Boost Audience Via Amazon Prime Deal

 
Tidal

Tidal Announces New Original Series With BET —...

 
Microsoft Pulse

Microsoft Wants Companies to Take Video Pulse to Measure Engagement

 
SawyerHartman_200x200

Exclusive: Sawyer Hartman Signs with Untitled Entertainment

 
Let's Play Live The Documentary Rooster Teeth

Rooster Teeth Mounting ‘Let’s Play Live’ Tour...

 
Snoop Dogg

All Def Digital Gets Toasty with Snoop Dogg on ‘Def...

 
Netflix_new

Netflix Goes Canadian with ‘Travelers’ Sci-Fi Series

 
YouTube 360 Degree Video Spatial Audio

What is YouTube’s New ‘Spatial Audio’ for...