Co-existence, Not Cannibalization

Yes­ter­day, I had the plea­sure of shar­ing the stage at Adobe’s Dig­i­tal Mar­ket­ing Sum­mit with Pra­teek Alsi from Time Warner Cable Media. In a fireside chat for­mat (which seemed a bit out of con­text because it was 70 degrees in Salt Lake City this week!), we explored the state of dig­i­tal video.  As you know from your own media con­sump­tion habits (or watch­ing any child with an iPad or smart­phone), online video view­ing is grow­ing. Most mar­ket research shows that over the next 5 years the num­ber of peo­ple watch­ing online video could grow as much as 50% and rep­re­sent up to three quar­ters of all inter­net-enabled users. A lot of this increased appetite for dig­i­tal video is fueled by the pro­lif­er­a­tion of con­nected devices – smart­phones, tablets, con­nected TV’s and gam­ing con­soles. Con­nected devices will become as ubiq­ui­tous as TV’s in the house.  So, one may think that broad­cast­ers, oper­a­tors and pro­gram­mers feel threat­ened by this trend.  Quite the con­trary. Most indus­try folks that I talk with, includ­ing my very knowl­edge­able fireside co-pre­sen­ter, or clients that we work with, like Major League Base­ball, are embrac­ing the trend and chart­ing strate­gies to take advan­tage of the oppor­tu­nity. Those strate­gies include one that I am par­tic­u­larly fond of – pro­vid­ing access to and dynam­i­cally insert­ing video ads into con­tent on any con­nected device.

There is a good rea­son why they are and should be embrac­ing this trend. Online video view­ing will not be at the expense of TV. It’s com­ple­men­tary. Total media con­sump­tion is grow­ing and will con­tinue to grow as it becomes more effi­cient and con­ve­nient for a viewer to access con­tent where, when and how they desire. Sim­ply said, TV (lin­ear) and dig­i­tal video view­ing is about co-exis­tence, not can­ni­bal­iza­tion. Given that fact, there are tremen­dous oppor­tu­ni­ties for con­tent own­ers and dis­trib­u­tors to bet­ter engage and mon­e­tize their audi­ences. And, this is where Adobe is focused.

There are a num­ber of chal­lenges to be addressed in this co-exis­tence strat­egy, like cross plat­form mea­sure­ment, multi-chan­nel ad buy­ing, cross-plat­form ad expe­ri­ences, and improv­ing user expe­ri­ence across devices, but we’ll leave those top­ics for another time. Until then, let the cross-chan­nel col­lab­o­ra­tive think­ing begin.

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Jeremy Helfand, Vice President of Video Solutions

About Jeremy Helfand, Vice President of Video Solutions

Jeremy Helfand is a digital media industry veteran with nearly 20 years of experience shaping infrastructure, strategy, and technology around profitable advertising-driven businesses. As the former CEO of Auditude (acquired by Adobe in 2011), Jeremy was responsible for the overall implementation of video ad management and monetization technologies for premium publishers and media companies. Following the Auditude acquisition, Jeremy now serves as vice president of Adobe Primetime, leading the global go-to-market strategies for the company’s video publishing, advertising and data management solutions. Prior to Auditude, he was the President of United Online’s Media Group, managing all advertising and partnership revenue including the launch of their audience platform, Adcurate. Prior to this, he served as SVP/GM at Advertising.com (acquired by AOL).

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2 Responses to Co-existence, Not Cannibalization

  1. Dersim says:

    Mobile flash player

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