Online Video : "Hot Growth"

In the UK, people are watching in the region of 10 billion minutes of online video every month, and are consequently creating an enormous demand for video online. Publishers are responding to this demand, and we are receiving an increasing number of syndication enquiries from them.

The trick will be for publishers to select content that compliments their existing content and adds value for their audience and advertisers. Telegraph TV do this well – users can watch clips featuring the latest news as well as exclusive daily or weekly shows on business, travel and fashion amongst others.

VideoJug recently conducted a survey which found that less that 10 per cent of the UK’s FTSE250 companies were using video on their consumer facing websites. This shows that, despite their clear demand for video, consumers are ahead of the game.

Our experience when talking to partners is that technology, cost and distribution are the main perceived barriers. At VideoJug, our partners have access to our world class video player, that is adaptable and flexible plus access to a global distribution network which includes partners such as MSN, MySpace TV and Virgin Media.

Costs of course vary depending on the volume of exclusive content required, as well as the brief of course, but generally, online video is an incredibly cost-effective way of communicating with your users – especially if you take into account how broadly the video can be distributed, as well as the additional revenue streams generated around video content.

Industry expert Nancy Cruickshank makes five predictions for the future of video content:

1. Always film in the highest available quality – your videos could be out there for a long time!
2. Expect a lot more integrated product and brand placement in videos.
3. Ensure video content is platform agnostic – allow users to transfer between devices and access your content from anywhere.
4. Users will continue to generate their own content in increasing numbers and to increasingly high standards – be open to incorporating this – and encourage it!
5. Video will be searchable very soon – so pay attention to SEO when you produce your online videos!