What's next for online video?
So you think you're finally starting to "get" online video? Well, enjoy the cozy embrace of branded video initiatives and Hulu integrations while it lasts, because the future is going to be much messier.
You'll still have your media buys around "safe" video content, and they'll be easier to buy as big media sorts out its escalating turf war over what brand-safe content gets distributed where. You'll run sophisticated branded entertainment initiatives that will make the days of stressing over whether something is content or an ad seem elementary. There will be new massive video portals and massive distribution networks to rival the ones with which you are already familiar -- not a qualitatively different game.
However, many forces are continuing to reshape the online video culture, and brands need to adjust to their new role within it. Here are some important trends you need to tune into now to prepare for the future of online video: