SubscribeMaking Money out of Online Video: Paradigm Shift Required
Posted in IPTV, Internet, Advertising, News on July 20th, 2007. By Eduard F. Vinyamata.
How to build a business out of online video? The Streaming Media Training program (Via Lost Remote) in Valencia, Spain, was all about this question. At the core of it, at least from a “traditional media” point of view, we find advertising. The problem is that, video online is such a new medium to broadcast to that even the basics aren’t all that clear. For example, what is an ad worth?
Unless a successful solution is found before, on the next 5 years Internet video ad sales are predicted to grow inside the economic parameters of an experiment in progress, not the ultimate convergence media platform.
Dozens of big and small companies, all around the world, are seriously motivated to come up with a solution to this problem. They haven’t succeeded yet…or we would have noticed!
All current solutions, all current lines of thought are based or inspired on old concepts. We seem to be unable to even articulate ideas about this topic without using words such as sponsorship, advertisement or product placement…none of which, by the way, are consumer friendly.
What about then a change in basic assumptions, what about a paradigm shift? Maybe what we need to reach a solution is to get rid of the concept of advertising altogether, at least at the brainstorm and experimentation stage we find ourselves in.
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