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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

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