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Media Contacts releases white paper on video online

05-January-2007
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Media Contacts releases white paper on video online

Media Contacts has released its 8th MC Insight. This latest white paper is focused on the future of online video. The report, title ‘TV 2.0: The Evolution will not be Televised’ takes a comprehensive look at the seismic shift taking place in video distribution and viewing from both the consumer and publisher perspectives.

The report has been co-authored by T S Kelly, Media Contacts’ Global Director of Research and Insight (MC New York), and Anthony Rhind, Media Contacts’ Chief Strategy Officer (MC London).

The Insight examines the adoption of online video and the consequent challenges faced by marketers, offering rationale for the shift and highlighting the serious implications for marketers.

Recognising that online video represents a dissolution of the one-way (or linear) broadcast TV model, Media Contacts evaluates the broad impact online video will have on the future of advertising. Marketers and their agencies will need to learn how to aggregate video viewership across multiple channels. Media Contacts feels that within the growing fragmentation of media lies a huge opportunity for marketers who understand how to harness the interactive platforms and effectively engage consumers.

According to Kelly, “The ubiquity of broadband in markets worldwide has created an evolving video environment rich in both selection and mode of access. Consumer empowerment and personalization of content had their origins decades ago with the emergence of VCR’s and camcorders, but the digital device revolution of performance advancement and price reduction opened the opportunity for creation and distribution to all – so that everyone can now participate in Web 2.0.”

Rhind said, “In this increasingly complex media environment, Media Contacts strongly advises marketers to consider and test the wide range of video platforms and services. In the short-term it will supplement ‘traditional’ TV advertising to ensure campaign reach delivers both scale and quality of audience. Longer term it will enable marketers to gain competitive advantage at both a consumer and competitor level.”

This MC Insight is the first of a two-part series specifically following the development of non-broadcast video platforms. The second MC Insight, to be published in early 2007, will tackle the video issue from the marketer’s perspective, exploring the proliferation of opportunities and the myriad challenges marketers will face when considering all the new video options.

Media Contacts is the global interactive media network of Havas Media, the media division of Havas. MC provides data driven media solutions across all interactive channels. MC brings together professional expertise, proven strategic insight, and Artemis, MC’s advanced proprietary technology platform, to maximise impact for the advertiser interactive media investment.

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