{"id":3897,"date":"2015-05-29T04:00:00","date_gmt":"2015-05-29T04:00:00","guid":{"rendered":"http:\/\/jwplayer.com\/press-releases\/jw-insights-2015-experts-agree-publishers-have-ineffective-approach-to-mobile-video\/"},"modified":"2015-05-29T04:00:00","modified_gmt":"2015-05-29T04:00:00","slug":"jw-insights-2015-experts-agree-publishers-have-ineffective-approach-to-mobile-video","status":"publish","type":"press-releases","link":"https:\/\/jwplayer.com\/press-releases\/jw-insights-2015-experts-agree-publishers-have-ineffective-approach-to-mobile-video\/","title":{"rendered":"JW\u00a0Insights 2015 Experts Agree: Publishers Have Ineffective Approach to Mobile Video"},"content":{"rendered":"
\n

New York City\u2019s premier online video technology event featured experts from Google, Verizon, SpotXchange and more<\/strong><\/p>\n

NEW YORK \u2013 May 29, 2015<\/strong> \u2013 JW Player\u2019s annual JW INSIGHTS conference on May 19 brought together experts from top video publishers and industry-leading technology companies to examine the exploding online video space. Panels and presentations at JW INSIGHTS, which is New York\u2019s largest annual online video technology event, focused on a range of industry topics, including the challenges of mobile video, new video advertising standards and DRM technology.<\/p>\n

\u201cJW INSIGHTS 2015 represented an increase in both the scale and quality of our annual conference,\u201d said Dave Otten, CEO and co-founder of JW Player. \u201cIts growth mirrors our own success and status as a global leader in online video, as well as the evolution of the general market. Though the space is experiencing growing pains, especially on mobile, where publishers aren\u2019t empowered to meet consumer demand for content, INSIGHTS allows us to explore issues like these with our partners and customers, in the aim of helping the entire industry understand what is needed to move forward.\u201d<\/p>\n

\u201cVideo has become a strategic priority for companies of every size, scale and focus,\u201d said Chris Mahl, President, JW Player. \u201cThe discussions around data, effective and advanced monetization and the challenges of mobile at INSIGHTS define this, highlighting the shifting nature of video. As consumer preferences evolve and new technologies make online video increasingly effective for brands, the industry must drive toward a more open, connected model and embrace new best practices. INSIGHTS was a landmark for moving these conversations forward.\u201d<\/p>\n

JW INSIGHTS, which took place on the heels of the 2015 Digital Content NewFronts, Verizon\u2019s announcement that it plans to acquire AOL, and a year which has generally seen online video grow exponentially, discussed subjects at the forefront of industry executives\u2019 minds, including:<\/p>\n

Misguided Mobile Video Strategies: Publishers Falling Short<\/strong><\/p>\n

In a feature panel titled \u201cThe Future of Video Technologies\u201d, moderator Alex Kantrowitz (Ad Age) challenged participants to share analysis of shifting best practices around online video and predictions for the coming years.<\/p>\n

Nearly every JW INSIGHTS speaker acknowledged that mobile is a primary challenge facing the video space. While mobile is \u201can area of incredible focus for all companies\u2026 it\u2019s a huge problem (to tackle) because of the many different platforms and technologies involved,\u201d explained Matt Frost, Head of Strategy and Partnerships, Chrome Media, at Google.<\/p>\n

JW Player co-founder and original architect of the earliest widespread online video technology, Jeroen Wijering, further illustrated how mobile fragmentation was negatively affecting both consumers and publishers: \u201c\u2026no one \u201cshould need to have more than one app on their phone to watch video.\u201d<\/p>\n

While mobile is intended to provide publishers with increased access to audiences, fragmentation limits discovery, the quantity and quality of data available to better understand consumer preferences and, as Kantrowitz pointed out, video ad supply.<\/p>\n

Tim Napoleon, Co-Founder and Chief Strategist of AllDigital, Inc., noted that another constraint for mobile video growth is one publishers put on themselves. \u201cPeople want a Netflix-like mobile experience \u2013 but (an experience of that quality) cost Netflix $4 billion of R&D budget to get to,\u201d said Napoleon. Publishers need to ignore the bells and whistles and focus on performance: \u201ckeep it simple and prioritize fast loading times.\u201d<\/p>\n

Content, Distribution and Monetization<\/strong><\/p>\n

Panelist Ted Middleton, Chief Product Officer at Verizon Digital Media Services, commented on his company\u2019s planned acquisition of AOL, noting that matching quality content with strong distribution is a priority for Verizon. Focusing on content development and content management, Verizon aims \u201cto help publishers deal with all these choices,\u201d leveraging its infrastructure to optimize video for quality and audience discovery.<\/p>\n

\u201cContent is king,\u201d commented Frost when asked to speculate on the strategy behind the acquisition. However, content is only effective when distributed effectively, optimized for high-quality consumer experiences and discovery. \u201cYou don\u2019t want to sell baking soda \u2013 you want to sell cakes. You\u2019re a lot better off owning your own content.\u201d<\/p>\n

Owning content helps to address the fragmentation problem, allowing for direct control and optimization of monetization and distribution, key factors to a successful video strategy. Frost went on to say that Google\u2019s primary interest in the current state in online video is \u201cgrowing the pie larger (for everyone)\u2026 if we make video more enticing on the web, we have a better ability to monetize\u2026\u201d<\/p>\n

Mobile video presents its own distribution challenges, but publishers must optimize mobile channels for greater discovery and monetization; otherwise the investments brands are making to create quality content will not realize a strong ROI.<\/p>\n

OTT: The Future of Video IS NOW<\/strong><\/p>\n

Unsurprisingly, participants had a range of opinions when it came to OTT and the shift from TV to online channels. While all agreed that OTT will significantly affect both consumer preference and brand strategy, they were divided when it came to the expected speed of OTT adoption and impact on the industry in the coming years.<\/p>\n

Wijering offered perhaps the strongest prediction: \u201cLinear TV is a newspaper\u2026 it will go away. Everything will be OTT.\u201d<\/p>\n

Frost also saw the potential for OTT to have a major impact in the near future, stating that \u201c\u2026next time the bid comes up for the Olympics, there\u2019s no reason it couldn\u2019t be YouTube or Facebook\u201d to become the event\u2019s official, digital-only broadcaster.<\/p>\n

On the other hand, Verizon\u2019s Middleton sees this as a \u201ctime of tremendous experimentation\u201d with \u201ca lot of evolution\u201d but doesn\u2019t predict the death of the linear experience. He did, however, expect current digital leaders like NetFlix to lose their advantage due to an explosion of access to content.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

JW Player\u2019s annual JW INSIGHTS conference brought together experts from top video publishers and industry-leading technology companies to examine the online video space.<\/p>\n","protected":false},"featured_media":0,"template":"","class_list":["post-3897","press-releases","type-press-releases","status-publish","hentry"],"acf":[],"yoast_head":"\nJW\u00a0Insights 2015 Experts Agree: Publishers Have Ineffective Approach to Mobile Video - JW Player<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jwplayer.com\/press-releases\/jw-insights-2015-experts-agree-publishers-have-ineffective-approach-to-mobile-video\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"JW\u00a0Insights 2015 Experts Agree: Publishers Have Ineffective Approach to Mobile Video - JW Player\" \/>\n<meta property=\"og:description\" content=\"JW Player\u2019s annual JW INSIGHTS conference brought together experts from top video publishers and industry-leading technology companies to examine the online video space.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jwplayer.com\/press-releases\/jw-insights-2015-experts-agree-publishers-have-ineffective-approach-to-mobile-video\/\" \/>\n<meta property=\"og:site_name\" content=\"JW Player\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/jwplayer.com\/press-releases\/jw-insights-2015-experts-agree-publishers-have-ineffective-approach-to-mobile-video\/\",\"url\":\"https:\/\/jwplayer.com\/press-releases\/jw-insights-2015-experts-agree-publishers-have-ineffective-approach-to-mobile-video\/\",\"name\":\"JW\u00a0Insights 2015 Experts Agree: Publishers Have Ineffective Approach to Mobile Video - 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