The Future Is Online Video, And That Future Is Right Now

/ Dec 6, 2013


By John Trefry

The facts say it all. More than half of all internet traffic is video-related. More. Than. Half. Think about that for a few seconds before we move on.

From a consumer perspective, there’s no difference between what they’re watching on the television and their computer. Look no further than a new industry in which the industry’s biggest technology companies like Apple and Google are competing — connected TV. With Apple TV and the Google’s new Chromecast, television and computer screens are becoming synonymous as these products allow consumers to transform their TVs in to online video broadcasts.

Are you still not convinced?

Consider this: Netflix’s “House of Cards” just became the first online-only program to be nominated for a top Emmy award. Enough said.

The consumption of media is changing, and a plethora of video companies with new online-focused business models are transforming the media landscape.

To no one’s surprise, Los Angeles is at the epicenter of this transformation. Recently, a group of LA-based online video thought leaders got together to create a video exploring the blending of traditional media and television with the new online video landscape.

The following video includes commentary from the following executives:

  • John Trefry, CEO, 4WT Media
  • Damon Berger, CEO, What’s Trending
  • George Strompolos, CEO, Fullscreen
  • David Segura, CEO, Giant Media
  • David Wertheimer, president of digital, Fox Broadcasting

In the the video, we explore all sorts of online video topics, beginning with the criteria for creating a successful online video. For example, I discuss how significant it is that during the creation process you’re always able to affirmatively answer “yes” to the following questions about the piece of content:

  • Is it entertaining?
  • Is it engaging?
  • Is it inspiring?
  • Is it educating?

Furthermore, we discuss the importance of creating something that’s truly entertaining, so that folks decide to not only consume the piece of content, but also share it. With TV or online video, you’re using content to connect with audiences, and then using social media as a way to keep the conversation going.

Giant Media CEO David Segura sums it up nicely when he said: “Do something that is quality, authentic, and entertaining.”

Other topics/questions covered in the video include:

1. How brands are evolving with content.

  • Amount of shares that happen per views and the move away from display advertising and video pre-roll
  • Intersection of video and tech
  • Cross-platform domination — independent creators/producers are becoming mainstream media properties
  • Brands like Coke and Gillette are increasingly viewing themselves as storytellers and content producers — meaning they need to not only tell their story, but engage with folks about the things they care about

2. How can brands leverage online video?

  • First, understanding the market and the companies who are creating this new type of entertainment and what their needs are
  • Brands, big and small, are also beginning to understand how the most important endorsements now come from the fans/viewers themselves — which is why it’s imperative for brands to create something that has a purpose and provides value to the audience
  • And finally, understanding it’s not about new media versus old media; it’s about continuing to creatively use video to build and engage with audiences — just now there are new types of media available to you

The blending of the digital landscape with traditional television is complete. Now, it’s about harnessing the new opportunities that the ubiquitous nature of this new media landscape offers.

The future is online video. And that future is now.

John Trefry HeadshotAs the CEO of next-generation creative agency 4WT Media, John Trefry works with top brands to develop and produce high impact video campaigns for digital and TV. The company has been recognized as a leader in the online video space for working with talent including Matt Damon for companies like YouTube, AT&T, Fullscreen, and many others.

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