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09: The Future of Video: Part 2
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“Because all the video platforms are global, it is a very different mindset than television.”
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Welcome back to part 2 of Verizon Venture’s live video content discussion, where we continue to discuss the evolution of live content in relation to shoppable content and branding within videos. Joining us are the talented:
- Ivana Kirkbride, Chief Content Officer for Go90, a Verizon company.
- Allison Stern, Co-founder and Chief Marketing Officer for Tubular Labs.
- Matt Levin, Co-founder and CEO of Donut Media.
- Rhoades Rader, Head of Content Studios at Mitu, a Verizon Ventures portfolio company.
- Allen DeBevoise, Managing Partner of Third Wave Ventures.
(click to tweet)
Highlights- Information and items now within videos have the capability to be itemized, and in turn shoppable.
- Shoppable videos have become a really cool trend for business models that can work.
- The rise of sponsored content and branded content is going to be a huge theme in 2017.
- The idea of content within videos grew ten times last year from the previous year, and we’re expecting that to be a large piece of the way to make money within media companies.
- Companies in the space are beginning to build creative agencies, and see how they can further scale this department.
- Allison: There’s a spectrum of how brands engage in content. One end is uploading TV ads onto Youtube or a video platform, which we have evolved from. The next step is partnering with influencers.
- Businesses are going to be creating branded content to market, separate from their TV ads, to showcase their brand
- GoPro has become a media company on par with other media companies.
- A main challenge is how much appetite there are in brands to become their own media company.
- The big question for publishers and programmers now becomes: How do we scale? How do I own a mindset?
- In digital media -- it’s a global opportunity instead of the US centric mind frame.
- The type of content you’re creating will heavily influence the budget and quality of the production in your videos.
- The notion of what people would want to watch is expanding widely, thanks to the on-demand nature.
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ResourcesDonut Media http://www.donut.media/
Tubular Labs: https://tubularlabs.com/
Mitu Studios: https://www.wearemitu.com/
Third Wave Ventures: http://thirdwavedigital.vc/
Matthew Levin: https://www.linkedin.com/in/matthew-levin-7205033b
Ivana Kirkbride: https://www.linkedin.com/in/ivanakirkbride
Allison Stern: https://www.linkedin.com/in/allisonjstern
Rhoades Rader: https://www.linkedin.com/in/rhoadesrader
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