3/31/13
From Carole Sumner Krechman CEO and Blogger
CV Studios Entertainment
OMNYC13
Always on Media NYC 2013
I walked into the green room out of the cold New York spring
with words from Shay Butler Founder of Maker Studios ringing in my ear. That
was NATPE Jan 2013 during a panel moderated by Drew Baldwin founder of Tube
Filter, “we get over 32 million hits each month, numbers that TV would die for,
yet our CPM is 10% of traditional broadcast”.
Here I am at Tony’s salon the heart of Manhattan with New
York types from Madison Ave. mingling with techkies and new age marketers. As I sit down and get acclimated to my surroundings,
the first person I meet, who is a very friendly Nathan Richardson, then tells
me that he runs a company for video file sharing that is focused on Urban
demographics called Way Wire. Cool
what a great idea, and now I understand why Mayor Corky Booker of Newark New
Jersey is on the agenda as our early morning speaker. Nathan shares that the
Mayor is an investor at Way Wire and that he strongly believes that social
media will better connect, concerned parties, with constituents and city’s
management. Give the people a
voice. Whoo Ho; my first great idea of the conference. I inquired, how does the company gathers
videos to share and would he share with my company CV Studios Entertainment
through our TV show on PBS called “shorts showcase”? We are endlessly looking for short films to broadcast
on our website and some on to PBS. I think that what Nathan and his partner
Sarah Ellen Ross have launched is awesome and welcomed.
The Mayor was great and there was good interaction with the
audience participants, he sees the power of social media and mobile broadcast,
and how it democratizes the entertainment industry opening up opportunities for
all economic levels. “Technology
is a great way to create jobs and wealth” quote from Mayor Booker and “that
with growth of commerce in Urban America will come the creation of jobs and upward
mobility.”
I must day that the 2nd day had much more answers
for me about internet and the advertising world.
Two companies that presented were Aerva and Touchstorm, who
I met last summer at On Hollywood. Both companies are looking at video as the
advertising vehicle for internet and mobile monetizing. This light bulb went
off in my head, the new production studio can be the size of a closet, the new
technology driven studio also in a closet, gathers content and viewers and then
money from those who want to reach the viewers who come in through social media
and lots of gorilla marketing, and the creative types have very few gatekeepers
to keep them from their audience.
To get our juices going after lunch, Jay Semit of ooVoo started to answer my
quest to understand how to increase the monetization from unique views gathered
by non-traditional broadcast ;when Jay said, “today 70% of people use mobile
devices, but as far as major brands we are at the very early stage of the market
with only 3% of advertising dollars going to mobile and internet advertising
right now” We are all sitting on the ground floor of providing folks for those
who want to sell them something gathered from many unique, all technology
driven platforms.
Jay’s follow up panel with Nathan Richardson stated that
youths are consuming more videos on mobile screens that on traditional delivery
and that the price of CPM will increase as the content is considered to be
premium.
I liked what Ramsey McGrory offered about big data and
marketing information that is so important. Access to unique viewers will add
another dimension to the bottom line of companies that are collecting big data
through mobile and internet. I see that part of these online entertainment
companies growing to a substantial percentage of profits and company value.
Scott Levine Managing Director Time Warner Investments
shared that online viewers will be gaining value for advertisers as content
improves and more online credits are observed. Scott stated “Creative advertisers looking at Pre-roll and
Engagement Ads which grows the viewers to advertisers without spoiling their
experience.
If Instagram now influenced more pictures to have been take
this past year than all photos taken in the years since the camera was
invented, where can the expansion of Mobile devices influence the OOH marketing
world to move. It is really a
brand new universe.
Thanks Tony, the conference was very well produced and the
content quite varied
and important.
Carole Sumner Krechman
