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TrendsSpotting Market
                                                               Research is now running its
                                                               third annual prediction reports
                                                               following major trends in six
                                                               categories. We will be
                                                               featuring the predictions of
                                                               digital and marketing experts
                                                               on the big changes awaiting us
                                                               in the coming year.
                                                               This year we are adopting a
                                                               new ―tweet style‖ format,
                                                               easier for you to focus on,
                                                               comprehend and forward.


More in this series >
Social Media | Mobile | eMarketing | Technology | Consumer Trends
Findings:
Major trends in 2010 Online video:
Across many of these predictions, we
have identified the following trends
suggested to influence Online Video:
# TV Everywhere #live
#mainstream #search # data
#direct #mobile #standards
#advertising #30- second
#YouTube #Hulu #boxee
Nov 2009 Data from the ComScore Video Metrix
  @comscore
                                                       ComScore



Online video viewing continued to reach record levels in November with nearly 31
billion videos viewed during the month .



More than 170 million U.S. Internet users watched online video during the month.



Google Sites accounting for 39 percent of all videos viewed online in the U.S..




Hulu Extends All-Time High to 924 Million Videos Viewed.


Source: ComScore
Top Video Ad Networks by Potential Reach
 @comscore
                                                   ComScore



In November, Tremor Media ranked as the #1 video ad network with a potential
reach of 85 million viewers, or 49.8 percent of the total viewing audience.




Advertising.com Video Network ranked second with a potential reach of 80
million viewers (47.1 percent penetration) followed by YuMe Video Network with
73 million viewers (43.0 percent).




Source: ComScore
Video Viewers:
  @comscore
                                                           ComScore

84.8 percent of the total U.S. Internet audience viewed online video.


The average online video viewer watched 12.2 hours of video.


128.1 million viewers watched more than 12 billion videos on YouTube.com (94.3
videos per viewer).

38.6 million viewers watched 333.4 million videos on MySpace.com (8.6 videos per
viewer).


The average online video viewer watched 12.2 hours of video.


The average Hulu viewer watched 21.1 videos, totalling 2.1 hours of videos per viewer.

Source: ComScore
Video Takes Bigger Piece Of Ad Budgets In 2010

                                             ROSS LEVINSOHN
                                                       General Partner
                                                          Fuse Capital




2010 will be the year that video breaks through and becomes part of the
mainstream advertising media buy.




Connected televisions will become the Messiah and push video over the edge. You
will have the ability to sit on the couch and tap into any content anywhere in the
world.




Source: Media Post
Integration, Digital Services

                                           RON YEKULTIEL
                                                      Chairman & CEO
                                                             Kaltura




Mass consumption of video will transcend beyond media and entertainment into
other markets, such as enterprise, education, healthcare, government




The commoditized video delivery services (storage, backup, streaming, transcoding)
shall be augmented by digital services (video search, metadata extraction &
analysis, and syndication)




Source: Kaltura
2010: The Year of TV Everywhere
@dsmithsben                              BEN WEINBERGER
                                                     CEO & Cofounders
                                                         Digitalsmiths



Consumer convenience will continue to be a driving force in video
innovation. Users will get more access to the content they want, when and where
they want it




TV Everywhere: for a fee, cable operators will give subscribers multi-platform
access to whatever is on cable




Source: Digitalsmiths
Digital Video Convergence
 @emarketer
                                                 PAUL VERNA
                                                         Senior Analyst
                                                             eMarketer




The CES 2010 will usher in TVs with direct Internet connectivity, or with on-
screen access to content portals such as YouTube, Blockbuster and Netflix.


Video ad spending growth will far outpace any other online format, running in the
34% to 45% range from 2009 through 2014. .


Video ads (are) moving from the sidelines to center stage, becoming the main
form of brand advertising in the digital space.


 As online video becomes intertwined with the living-room TV experience,
 download and streaming services will take on a prominent role in the home
 entertainment ecosystem.

Source: eMarketer.com
Small Business Trends

  @adology                                          C.LEE SMITH
                                                       President & CEO
                                                     Ad-ology Research




Ad-ology Research...28% of small business owners say they plan to spend more on
Traditional enterprise software providers (such as Microsoft with Sharepoint 2010)
online video market.
will enter thisin 2010, up 75% over last year’s plans.




Source: Marketing Forecast
TV Everywhere, At-the-scene paparazzi Videos
  @chrisjalbrecht
                                            CHRIS ALBRECHT
                                                               Co-Editor
                                                      NewTeeVee /GigaOm



As more phones become live-video enabled, an increasing number of stories will
break from first-hand, at-the-scene accounts.


TV Everywhere will work, but it won’t be a true on-demand experience. Cable
company raises rates and networks hobble it with restrictive content windows and
an overload of ads.

 Hulu will still pull in strong traffic. The site will add a subscription layer and more
 commercials. As a result, it will stagnate and die a slow death, fading away in
 2011.




Source: NewTeeVee
TV Everywhere, At-the-scene paparazzi Videos
  @chrisjalbrecht
                                               RYAN LAWLER
                                                   NewTeeVee /GigaOm



Apple will launch a streaming service – to offer instant-on streaming to laptops —
and maybe even the iPhone.



The Boxee Box will be a bust.



Broadcast programming will find its way to the TV, via IP.



TiVo will cease to exist as we know it- expect a sale or some attempt to exit the
hardware business.


Source: NewTeeVee
TV Ad Dollars Moving Online
   @jeremysliew                                  JEREMYS LIEW
                                                      Managing Director
                                            Lightspeed Venture Partners




Video content allows the repurposing of 30- second TV commercials. .




Video ad networks benefited from TV ad dollars moving online, following users
who are increasing watching their video online.




Source: Lightspeed Venture Blog
VOD, TV Everywhere
    @jboorstin                              JULIA BOORSTIN
                                                      Media Reporter
                                                               CNBC



Premium cable content will become broadly available on consumers’ terms—as the
cable and content companies team up for "TV Everywhere," password-protected,
on-demand content for subscribers.




Movie giants to experiment with "collapsing windows," thereby offering video-on-
demand before DVD releases, giving consumers more home video options closer to a
movie’s theatrical release.




Source: CNBC
Evolving Technologies For A Dynamic Market
   @iblaine                                           IAN BLAINE
                                                        Founder & CEO
                                                          The Platform



The ―everywhere’ part of TV Everywhere should get more interesting in 2010.




With the iPhone leading the way, we finally have a critical mass of devices that
enable a great, more reliable consumer experience for mobile video.


Beyond YouTube, the continued growth of Facebook and the emergence of Twitter
as platforms for distribution of media became real. It opened the door to
achieving viral scale while maintaining control of media monetization.




Source: the Platform
In-stream Video Advertising Will Be “Huge”
   @aripap
                                                    ARI PAPARO
                           Group Product Manager of Advertiser Products
                                                                 Google


IBA standards for the technical inter-operations for all of the video players is going
to allow liquidity: agencies can now buy the way they want to buy. Publishers can
now share inventory, syndicate, use ad networks.


There is a good deal of technical work required to support a standardized form of
ad serving. I expect most companies will be VAST compliant in early 2010.


We expect the barriers to participation to decline, which should open opportunities
to smaller marketers.




Source: Reelseo
TV Everywhere, Mobile & Live Video
   @jwwhatcott                                 JEFF WHATCOTT
                                                          SVP, Marketing
                                                              Brightcove
TV Everywhere: By bringing your rights as a cable or satellite television subscriber
 Surge in enterprise spend for social platforms in late 2010. U.S. online
with you into the online world, you are going to be able to consume more television
community software market will grow 63% in 2010 to $679 million.
content online than ever before.

Businesses are high-speed connectivity and intelligent devices become ubiquitous.
Mobile Video: looking for ways to secure social media activities. They will realize
it will be cheaper to purchase this software in the cloud


Live Video :We are seeing significant and increased interest in live video streaming
Traditional enterprise software providers (such as Microsoft with Sharepoint 2010)
among customers across many industries.
will enter this market.

Video Sharing : Refugees Customers are now discovering many features that they
can't get from video of measuring social business value . player customization,
More standard ways sharing solutions: videos > 10 minutes,
security, content management, and ad. control.


Customers are discovering that they need a distribution strategy that combines
video sharing sites & video delivered on their own sites.

Source: Brightcove
YouTube, Search, Advertising, Mobile
  @markrrobertson                          MARK ROBERTSON
                                                                 Founder
                                                                Reel SEO

YouTube will state that they are profitable in Q3 or Q4 2010.


Google, Bing and Yahoo will all work out a reliable framework for video
publishers to follow in order to have their videos indexed.


YouTube will offer automatic transcription and closed captioning for all videos


Search engines will continue to advance their methods for crawling flash, and for
understanding video content beyond textual metadata.


There will be consolidation, acquisition, and ongoing changes to business models
for online video hosting and publishing platforms.

Source: Reel SEO
HTML5, Advertising, Mobile
   @markrrobertson                          MARK ROBERTSON
                                                                 Founder
                                                                Reel SEO



HTML5 will be embraced by more and more publishers who are not concerned with
copyright protection.

 In-stream video advertising will continue to mature (new formats, new pricing
models, IAB standards adopted, etc…) and see massive adoption by a broad range of
advertisers, publishers will have a lack of inventory to meet those demands. .
.
Mass adoption of live video broadcasting and mobile video.



SMBs will embrace online video marketing as if it were going out of style.




Source: Reel SEO
Video & Networks
  @fgens
                                                  FRANK GENS
                                        Sr Vice President & Chief Analyst
                                                                     IDC




 Video is the name of the network game in all geographies for the coming years.




Source: IDC
Viral Planning, Brands, Advertising
             KEN MALLON                         DUNCAN SOUTHGATE
             Sr V.P., Custom Solutions          Global Innovation Director
             Dynamic Logic                      Millward Brown
  @kpmallon                              @millward_brown


 Viral video will move from art to science: viral video analytics - becoming
sophisticated. A more scientific approach to viral campaign planning.
.
Advertisers will invest in viral seeding strategies, promote their videos via online
influencers, Facebook video-sharing app. and targeted, paid placements.. Advertisers
becoming smarter about developing & selecting ads with the most viral video potential

Advertisers will invest in viral seeding strategies, promote their videos via online
influencers, Facebook video-sharing app. and targeted, paid placements.

Brands will realize online video is not a panacea. Online video advertising continues to
grow at a high rate, and we expect this trend to continue into 2010. Beyond the PC,
online video is increasingly being watched via gaming consoles (eg. Xbox360) and mobile.

YouTube is also increasingly embracing short (15 second) pre-rolls and skippable video
ads.


Smart advertisers to pre-test their online creative before investing in relatively high
online CPMs.
Source: Advertising Age
Revenues, Boxee, NBC/Comcast, Verizon, Cisco
  @magnify                                STEVE ROSENBAUM
                                                        Founder & CEO
                                                           Magnify.net

 Web Video Content networks will begin to book significant revenue in 2010, as
 both viewers and advertisers begin to peg value to quality web content. .

 The Boxee Box will make a big splash at CES, and will see significant consumer
 adoption in 2010.

 The living room broadband software/hardware play also shows clarity next year -
 with Netflix doing the best job of having one foot in a physical delivery system
 (dvds) and one foot in digital delivery to the flatscreen.
 ..
 NBC / Comcast will get quick regulatory approval.


 Verizon will make a play for Viacom.


Cisco will double down on both devices and software delivery solutions for web
video content.
Source: Business Insider
Brands with Guts
@trendsspotting                                   Dr. Taly Weiss
                                             CEO and Head of Research
                                                   TrendsSpotting.com
                                                      Trends Research


@trendsspotting: In 2010 we will see the first mega brand to declare online
advertising only. This would be achieved by using online video ad formats to
substitute TV.




@trendsspotting: Search on video needs to further progress to enhance consumer
navigation
?
Do You Follow This




               Read more on ―What are online videos for‖
@trendsspotting   Discover more Trends Insights:
TrendsSpotting offers Trend consulting, Customized Trend
Research Reports & Syndicated Trend Reports, published at top
market research databases.

TrendsSpotting research serves leading international brands.

TrendsSpotting’s insights are presented at The TrendsSpotting Blog
and quoted in the news media.

Visit us here: www.trendsspotting.com

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2010 Video Influencers: Trend Predictions in 140 characters, by TrendsSpotting

  • 1. More in this series > Social Media | Mobile | eMarketing | Technology | Consumer Trends
  • 2. TrendsSpotting Market Research is now running its third annual prediction reports following major trends in six categories. We will be featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year. This year we are adopting a new ―tweet style‖ format, easier for you to focus on, comprehend and forward. More in this series > Social Media | Mobile | eMarketing | Technology | Consumer Trends
  • 3. Findings: Major trends in 2010 Online video: Across many of these predictions, we have identified the following trends suggested to influence Online Video: # TV Everywhere #live #mainstream #search # data #direct #mobile #standards #advertising #30- second #YouTube #Hulu #boxee
  • 4. Nov 2009 Data from the ComScore Video Metrix @comscore ComScore Online video viewing continued to reach record levels in November with nearly 31 billion videos viewed during the month . More than 170 million U.S. Internet users watched online video during the month. Google Sites accounting for 39 percent of all videos viewed online in the U.S.. Hulu Extends All-Time High to 924 Million Videos Viewed. Source: ComScore
  • 5. Top Video Ad Networks by Potential Reach @comscore ComScore In November, Tremor Media ranked as the #1 video ad network with a potential reach of 85 million viewers, or 49.8 percent of the total viewing audience. Advertising.com Video Network ranked second with a potential reach of 80 million viewers (47.1 percent penetration) followed by YuMe Video Network with 73 million viewers (43.0 percent). Source: ComScore
  • 6. Video Viewers: @comscore ComScore 84.8 percent of the total U.S. Internet audience viewed online video. The average online video viewer watched 12.2 hours of video. 128.1 million viewers watched more than 12 billion videos on YouTube.com (94.3 videos per viewer). 38.6 million viewers watched 333.4 million videos on MySpace.com (8.6 videos per viewer). The average online video viewer watched 12.2 hours of video. The average Hulu viewer watched 21.1 videos, totalling 2.1 hours of videos per viewer. Source: ComScore
  • 7. Video Takes Bigger Piece Of Ad Budgets In 2010 ROSS LEVINSOHN General Partner Fuse Capital 2010 will be the year that video breaks through and becomes part of the mainstream advertising media buy. Connected televisions will become the Messiah and push video over the edge. You will have the ability to sit on the couch and tap into any content anywhere in the world. Source: Media Post
  • 8. Integration, Digital Services RON YEKULTIEL Chairman & CEO Kaltura Mass consumption of video will transcend beyond media and entertainment into other markets, such as enterprise, education, healthcare, government The commoditized video delivery services (storage, backup, streaming, transcoding) shall be augmented by digital services (video search, metadata extraction & analysis, and syndication) Source: Kaltura
  • 9. 2010: The Year of TV Everywhere @dsmithsben BEN WEINBERGER CEO & Cofounders Digitalsmiths Consumer convenience will continue to be a driving force in video innovation. Users will get more access to the content they want, when and where they want it TV Everywhere: for a fee, cable operators will give subscribers multi-platform access to whatever is on cable Source: Digitalsmiths
  • 10. Digital Video Convergence @emarketer PAUL VERNA Senior Analyst eMarketer The CES 2010 will usher in TVs with direct Internet connectivity, or with on- screen access to content portals such as YouTube, Blockbuster and Netflix. Video ad spending growth will far outpace any other online format, running in the 34% to 45% range from 2009 through 2014. . Video ads (are) moving from the sidelines to center stage, becoming the main form of brand advertising in the digital space. As online video becomes intertwined with the living-room TV experience, download and streaming services will take on a prominent role in the home entertainment ecosystem. Source: eMarketer.com
  • 11. Small Business Trends @adology C.LEE SMITH President & CEO Ad-ology Research Ad-ology Research...28% of small business owners say they plan to spend more on Traditional enterprise software providers (such as Microsoft with Sharepoint 2010) online video market. will enter thisin 2010, up 75% over last year’s plans. Source: Marketing Forecast
  • 12. TV Everywhere, At-the-scene paparazzi Videos @chrisjalbrecht CHRIS ALBRECHT Co-Editor NewTeeVee /GigaOm As more phones become live-video enabled, an increasing number of stories will break from first-hand, at-the-scene accounts. TV Everywhere will work, but it won’t be a true on-demand experience. Cable company raises rates and networks hobble it with restrictive content windows and an overload of ads. Hulu will still pull in strong traffic. The site will add a subscription layer and more commercials. As a result, it will stagnate and die a slow death, fading away in 2011. Source: NewTeeVee
  • 13. TV Everywhere, At-the-scene paparazzi Videos @chrisjalbrecht RYAN LAWLER NewTeeVee /GigaOm Apple will launch a streaming service – to offer instant-on streaming to laptops — and maybe even the iPhone. The Boxee Box will be a bust. Broadcast programming will find its way to the TV, via IP. TiVo will cease to exist as we know it- expect a sale or some attempt to exit the hardware business. Source: NewTeeVee
  • 14. TV Ad Dollars Moving Online @jeremysliew JEREMYS LIEW Managing Director Lightspeed Venture Partners Video content allows the repurposing of 30- second TV commercials. . Video ad networks benefited from TV ad dollars moving online, following users who are increasing watching their video online. Source: Lightspeed Venture Blog
  • 15. VOD, TV Everywhere @jboorstin JULIA BOORSTIN Media Reporter CNBC Premium cable content will become broadly available on consumers’ terms—as the cable and content companies team up for "TV Everywhere," password-protected, on-demand content for subscribers. Movie giants to experiment with "collapsing windows," thereby offering video-on- demand before DVD releases, giving consumers more home video options closer to a movie’s theatrical release. Source: CNBC
  • 16. Evolving Technologies For A Dynamic Market @iblaine IAN BLAINE Founder & CEO The Platform The ―everywhere’ part of TV Everywhere should get more interesting in 2010. With the iPhone leading the way, we finally have a critical mass of devices that enable a great, more reliable consumer experience for mobile video. Beyond YouTube, the continued growth of Facebook and the emergence of Twitter as platforms for distribution of media became real. It opened the door to achieving viral scale while maintaining control of media monetization. Source: the Platform
  • 17. In-stream Video Advertising Will Be “Huge” @aripap ARI PAPARO Group Product Manager of Advertiser Products Google IBA standards for the technical inter-operations for all of the video players is going to allow liquidity: agencies can now buy the way they want to buy. Publishers can now share inventory, syndicate, use ad networks. There is a good deal of technical work required to support a standardized form of ad serving. I expect most companies will be VAST compliant in early 2010. We expect the barriers to participation to decline, which should open opportunities to smaller marketers. Source: Reelseo
  • 18. TV Everywhere, Mobile & Live Video @jwwhatcott JEFF WHATCOTT SVP, Marketing Brightcove TV Everywhere: By bringing your rights as a cable or satellite television subscriber Surge in enterprise spend for social platforms in late 2010. U.S. online with you into the online world, you are going to be able to consume more television community software market will grow 63% in 2010 to $679 million. content online than ever before. Businesses are high-speed connectivity and intelligent devices become ubiquitous. Mobile Video: looking for ways to secure social media activities. They will realize it will be cheaper to purchase this software in the cloud Live Video :We are seeing significant and increased interest in live video streaming Traditional enterprise software providers (such as Microsoft with Sharepoint 2010) among customers across many industries. will enter this market. Video Sharing : Refugees Customers are now discovering many features that they can't get from video of measuring social business value . player customization, More standard ways sharing solutions: videos > 10 minutes, security, content management, and ad. control. Customers are discovering that they need a distribution strategy that combines video sharing sites & video delivered on their own sites. Source: Brightcove
  • 19. YouTube, Search, Advertising, Mobile @markrrobertson MARK ROBERTSON Founder Reel SEO YouTube will state that they are profitable in Q3 or Q4 2010. Google, Bing and Yahoo will all work out a reliable framework for video publishers to follow in order to have their videos indexed. YouTube will offer automatic transcription and closed captioning for all videos Search engines will continue to advance their methods for crawling flash, and for understanding video content beyond textual metadata. There will be consolidation, acquisition, and ongoing changes to business models for online video hosting and publishing platforms. Source: Reel SEO
  • 20. HTML5, Advertising, Mobile @markrrobertson MARK ROBERTSON Founder Reel SEO HTML5 will be embraced by more and more publishers who are not concerned with copyright protection. In-stream video advertising will continue to mature (new formats, new pricing models, IAB standards adopted, etc…) and see massive adoption by a broad range of advertisers, publishers will have a lack of inventory to meet those demands. . . Mass adoption of live video broadcasting and mobile video. SMBs will embrace online video marketing as if it were going out of style. Source: Reel SEO
  • 21. Video & Networks @fgens FRANK GENS Sr Vice President & Chief Analyst IDC Video is the name of the network game in all geographies for the coming years. Source: IDC
  • 22. Viral Planning, Brands, Advertising KEN MALLON DUNCAN SOUTHGATE Sr V.P., Custom Solutions Global Innovation Director Dynamic Logic Millward Brown @kpmallon @millward_brown Viral video will move from art to science: viral video analytics - becoming sophisticated. A more scientific approach to viral campaign planning. . Advertisers will invest in viral seeding strategies, promote their videos via online influencers, Facebook video-sharing app. and targeted, paid placements.. Advertisers becoming smarter about developing & selecting ads with the most viral video potential Advertisers will invest in viral seeding strategies, promote their videos via online influencers, Facebook video-sharing app. and targeted, paid placements. Brands will realize online video is not a panacea. Online video advertising continues to grow at a high rate, and we expect this trend to continue into 2010. Beyond the PC, online video is increasingly being watched via gaming consoles (eg. Xbox360) and mobile. YouTube is also increasingly embracing short (15 second) pre-rolls and skippable video ads. Smart advertisers to pre-test their online creative before investing in relatively high online CPMs. Source: Advertising Age
  • 23. Revenues, Boxee, NBC/Comcast, Verizon, Cisco @magnify STEVE ROSENBAUM Founder & CEO Magnify.net Web Video Content networks will begin to book significant revenue in 2010, as both viewers and advertisers begin to peg value to quality web content. . The Boxee Box will make a big splash at CES, and will see significant consumer adoption in 2010. The living room broadband software/hardware play also shows clarity next year - with Netflix doing the best job of having one foot in a physical delivery system (dvds) and one foot in digital delivery to the flatscreen. .. NBC / Comcast will get quick regulatory approval. Verizon will make a play for Viacom. Cisco will double down on both devices and software delivery solutions for web video content. Source: Business Insider
  • 24. Brands with Guts @trendsspotting Dr. Taly Weiss CEO and Head of Research TrendsSpotting.com Trends Research @trendsspotting: In 2010 we will see the first mega brand to declare online advertising only. This would be achieved by using online video ad formats to substitute TV. @trendsspotting: Search on video needs to further progress to enhance consumer navigation
  • 25. ? Do You Follow This Read more on ―What are online videos for‖
  • 26. @trendsspotting Discover more Trends Insights:
  • 27. TrendsSpotting offers Trend consulting, Customized Trend Research Reports & Syndicated Trend Reports, published at top market research databases. TrendsSpotting research serves leading international brands. TrendsSpotting’s insights are presented at The TrendsSpotting Blog and quoted in the news media. Visit us here: www.trendsspotting.com