ScribbleLive

Dina: blip.tv has 2 models: Sponsorship = advertisers choose an exact show (bring in most money). Video ad networks = some huge brand that doesn't care where their ads are seen, just want to get "reach".

Question: 3 years from now: How much ad revenue from TV will go online?

Dina: Even if it's 5%, it'll have a massive impact. A startup will measure it (not someone like Neilson)

Andre: No one is correctly getting the metrics. Trying to compare TV numbers to online, it's apples to oranges.

Amber: In 3 years, even more than 5 %of revenue will move onto the web. We really are moving more quickly than we think.

Andre: Main barrier = educating the agencies about the web, educating traditional TV buyers.

Dina: Holding companies of advertising agencies are very interested in online video. Buyers are worried about their jobs, so they are more likely to go with the traditional advertising routes.

Question: @Andre: Is there a market for downloading TV shows/movies?

Andre: It's a licensing challenge right now. AppleTV in the US is a very rich experience, can take the content offline to mobile devices, etc. Canadian market not there yet. Normal ppl (e.g. his wife) don't know that that's possible...yet. With demand, we will have to react.

Question: What new advertising technologies are coming out to capture those eyeballs? It's easy to switch to another browser window when an ad comes up.

Andre: 30s preroll isn't going to do it. New techniques are coming (e.g. clicking elements in the video). Lower-third overlays haven't really panned out. How do we make this experience richer?

Guin: Can compete with other content by making video that's really great to watch. Advertisers will want to be there. End-users are saying they are willing to watch with a certain amount of ad media. It's enough ad media to pay for online. Ppl stealing shows because it's easier, not because it's ad-free.

Question: CBC monetizing content taxpayers have paid for = paying twice = disturbing (this guy is ticked off!)

Guin: I was talking about original online content. If just distributing it online, we need to pay for that in some manner.

Closing remarks

Andre: We can do video content online, and do it justice. Hope we go further in next 2 years.

Guin: Geofencing is a big problem. Future of online may deal with tackling that via revenue share.

Dina: Convergence will increase. Easier to watch web shows on your TV. Web shows will get longer and look better.

END/applause