2006 stands to be a remarkable year for digital video, much in the same way 2005 was a watershed year for audio content with the proliferation of Apple iPods and portable music devices.
What music yesterday can tell us about video today: There's a chilling irony in watching a sag in the recorded music industry take place at the same time that consumers rediscover their passion for all types of music and spoken word content.
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The audio revolution that started with Napster and has had its most recent peak with iTunes can help us understand what's happening with video, but there's another key chapter in the progression of content formats lends an additional perspective: the debut of the Sony Walkman in 1980. For those who don't remember, back then the music industry was focused on extracting some type of compensation for the loss of revenue that would occur as a result of people moving their music to a compact but very threatening format: the cassette tape.
Sound familiar? The same thing is happening today with video content. Quite simply, the market has begun to dictate the what, where and when of the viewing experience. And the fracturing of the video market in 2006 represents a direct assault on the distribution model of video content that has been around for over half a century.
So how do marketers engage with the newly fractured and fragmented video landscape?
In the pages that follow, we'll take a look at some of the changes in video and the impact of those changes as we dive into:
- New Kinds of Video Content
- New Marketing Opportunities
- Things to Watch Out For
- Four Crystal Ball Predictions
Andrew Rosenman is the founder and president of Arise Communications Inc., a strategic marketing concern in New York specializing in emerging technologies and their application to brand advertising. Rosenman has throughout his career worked with leading automotive, technology and household brands to deliver breakthrough, first-in-class marketing campaigns utilizing new technical platforms. He was most recently the Account Director for interactive agency Critical Mass where he managed the full complement of Mercedes-Benz USA integrated online marketing initiatives. Arise clients include several advertising agencies, leading consumer brands, and national cable companies.