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2013 Online Video Executive Prediction: Ramp

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With a large base of major media companies as customers, we get to see firsthand the thinking around changes in consumer behavior as it relates to media companies needs to evolve distribution, monetization and user experience strategies. Starting last year at CES 2012 we began to see all the signs of the tipping point for second screen television experiences, and we’ve seen a lot of prototyping and planning going on throughout 2012. At the same time, social TV took hold in 2012, with dozens of startups coming (and going) in this area. What’s lacked though to date is a scalable way for broadcasters to produce companion content to create synchronized, contextual, video viewing experiences. For 2013 the pieces seem to be coming together from major providers in the space:

  • Mainstream adoption by consumers of tablets. Studies suggest that more than 50% of television viewers are using tablets and smartphones while watching TV
  • Automation through technology, enabling a cost effective way to build synchronized video experiences
  • Powerful tools to enable full editorial control of the viewing experience by content producers and broadcasters (think live TV content management systems)
  • Increasingly standardized mobile reference applications and HTML5 browser experiences to speed the development of end user interactive experiences

Not all the pieces will be in place in 2013 however. Advertisers are still largely missing from the dialog and are waiting on the sidelines while more complete analytics are available to dimension user behavior and demographics. Creating critical mass of users and the data to describe them will be a key goal for 2013.

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