Paul Kontonis

In the face of fragmentation and other seismic changes in the media industry over the last several years, if chief marketing officers are to effectively cut through the clutter and reach their elusive target audience, they have to be ready to think -- and think big. Big picture, that is.

What do chief marketing officers at leading brands share? Optimism and ideas. That's what Erin Andrews, sportscaster and "Dancing with the Stars" host, discovered when she met one-on-one with visionary marketing leaders at WHOSAY's ANA Masters of Marketing pop-up studio.

Contributor Paul Kontonis believes marketers need to move past the term "influencer marketing" and instead embrace change and implement the six phases of influence marketing.

How do you define a video view? The answer varies depending on who you ask. Is it once the video starts playing? Does it need to buffer? Does a certain amount of the video need to be played before a view is counted?

Marketers are exceptional at messaging during campaigns. They start with owned media channels (brand websites, Facebook pages, YouTube channels, etc.), amplify with paid media, and then drive towards earned media engagement. But there is still that time in between marketing campaigns where a rich vein of untapped opportunity exists for a brand. Think of owned media as a content network -- a TV network, if you will -- where the audience is always ready to consume content if the value proposition… Show more

Marketers are exceptional at messaging during campaigns. They start with owned media channels (brand websites, Facebook pages, YouTube channels, etc.), amplify with paid media, and then drive towards earned media engagement. But there is still that time in between marketing campaigns where a rich vein of untapped opportunity exists for a brand. Think of owned media as a content network -- a TV network, if you will -- where the audience is always ready to consume content if the value proposition is there. Show less

Today, independent Web series creators enjoy limitless creative freedom. They have the ability to create whatever they'd like and distribute it however they'd like, directly to their audiences. What's more is that the Web series ecosystem of producers, agents, distributors, advertisers and publishers is much more established than it was a few years ago. We've gotten to the point where original Web series are achieving audience scale, advertisers are co-creating with Web series creators… Show more

Today, independent Web series creators enjoy limitless creative freedom. They have the ability to create whatever they'd like and distribute it however they'd like, directly to their audiences. What's more is that the Web series ecosystem of producers, agents, distributors, advertisers and publishers is much more established than it was a few years ago. We've gotten to the point where original Web series are achieving audience scale, advertisers are co-creating with Web series creators, networks are funding new productions, and content creators are extending their series to platforms like TV and film. Show less

We have an outstanding group of panelists to discuss the economics, social strategies and creativity around original entertainment video for the Web. There's a lot happening and we're going to go deep.

We will stream the 90-minute program beginning today, Tuesday, September 20 at 11:00 a.m. PT/2:00 p.m. ET on our Livestream channel and right here on Beet.TV.

Helping moderate the event will be Paul Kontonis, Chairman of the International Academy of Web Television and VP, Group… Show more

We have an outstanding group of panelists to discuss the economics, social strategies and creativity around original entertainment video for the Web. There's a lot happening and we're going to go deep.

We will stream the 90-minute program beginning today, Tuesday, September 20 at 11:00 a.m. PT/2:00 p.m. ET on our Livestream channel and right here on Beet.TV.

Helping moderate the event will be Paul Kontonis, Chairman of the International Academy of Web Television and VP, Group Director for Brand Content at The Third Act, Digitas. Show less

In August, comScore and YouTube released the first ever YouTube partner report - something that finally provided a transparent look into the dedicated audiences attributed to YouTube content partners. Immediately everyone involved in the web video industry took notice. Why? Because this third-party validation of audience size is a great step forward in helping YouTube partners attract big media dollars.

A few things really stood out for me in this new data. One, the partners listed… Show more

In August, comScore and YouTube released the first ever YouTube partner report - something that finally provided a transparent look into the dedicated audiences attributed to YouTube content partners. Immediately everyone involved in the web video industry took notice. Why? Because this third-party validation of audience size is a great step forward in helping YouTube partners attract big media dollars.

A few things really stood out for me in this new data. One, the partners listed didn't represent individual YouTube channels. Instead, each partner's data represented a roll-up of their YouTube channels into a content network. And in some cases, these content networks represent hundreds of YouTube channels. The net effect is that now we can see the next new networks (no pun intended), and that YouTube has become the new virtual "cable provider." Show less

What do marketers know about Web video? The industry is currently measured and ranked by its platforms and networks. Youube is viewed as the top media property. And companies like comScore and Nielsen are trying to measure the total viewing audiences across all platforms and devices. All of this information is helpful for agencies and advertisers trying to understand how to engage with Web video. But there is more to understand about this medium.
Unlike previous media revolutions, Web video… Show more

What do marketers know about Web video? The industry is currently measured and ranked by its platforms and networks. Youube is viewed as the top media property. And companies like comScore and Nielsen are trying to measure the total viewing audiences across all platforms and devices. All of this information is helpful for agencies and advertisers trying to understand how to engage with Web video. But there is more to understand about this medium.
Unlike previous media revolutions, Web video is not controlled by a few providers and distributors. It's not run by the studios, the networks, or platforms, but by the creators themselves. And unlike other forms of media in which the few control the many, these creators will only continue to grow in stature. When it comes to Web video, marketers today need to admit that content creators represent the most powerful media entity. Here's why. Show less

In a world where there are an incredible number of potential content opportunities, marketers have limited means to actually discover and evaluate them. In fact, among the content industry, it's all the rage to name your favorite "over-looked" Web series that a brand should be sponsoring. So why aren't we seeing more marketers make the smart move into original Web series? What's holding them back?

There's a number of factors at play here. Let's start first with the brand's content… Show more

In a world where there are an incredible number of potential content opportunities, marketers have limited means to actually discover and evaluate them. In fact, among the content industry, it's all the rage to name your favorite "over-looked" Web series that a brand should be sponsoring. So why aren't we seeing more marketers make the smart move into original Web series? What's holding them back?

There's a number of factors at play here. Let's start first with the brand's content strategy. To effectively implement content that maximizes paid, owned and earned media, brands and marketers need a comprehensive game plan. This strategy becomes your program foundation and directs the planning for original, co-created, curated and user generated content. Show less

A new branded web series is born every day. 48 hours of video are uploaded to YouTube every minute. There's no doubt that discovery is a big problem. No longer can a brand just develop online video content, wrap it in a paid media plan and launch it upon a target audience with hopeful expectations.

To succeed, marketers must move beyond serving up content alone. They need a larger, strategic program.

There are four content innovations that I encourage brands to explore as part… Show more

A new branded web series is born every day. 48 hours of video are uploaded to YouTube every minute. There's no doubt that discovery is a big problem. No longer can a brand just develop online video content, wrap it in a paid media plan and launch it upon a target audience with hopeful expectations.

To succeed, marketers must move beyond serving up content alone. They need a larger, strategic program.

There are four content innovations that I encourage brands to explore as part of a branded content program. Although valuable on their own, they are also very complementary. By fortifying a content innovation strategy, you can create richness of experience, an increase of value for both the brand and its audience, and you can leverage the power of an audience design plan. Show less

We all know that advertisers look for opportunities to integrate their products into TV shows and co-create segments which bring their brand to life, affect positive behavioral changes and increase sales. The Modern Family iPad episode is one of the best recent examples.
The brand gets in front of an audience already engaged with the show. Additionally, it helps a brand’s message to come to life; they’re a character in the story.
Advertisers right now are missing a big opportunity to do… Show more

We all know that advertisers look for opportunities to integrate their products into TV shows and co-create segments which bring their brand to life, affect positive behavioral changes and increase sales. The Modern Family iPad episode is one of the best recent examples.
The brand gets in front of an audience already engaged with the show. Additionally, it helps a brand’s message to come to life; they’re a character in the story.
Advertisers right now are missing a big opportunity to do the same online and as of yet have not truly recognized their potential especially in the world of scripted content. According to eMarketer, there were 145.6 million US online video viewers in 2010. This year that number is expected to rise to 158.1 million and is expected to increase 35% by 2015.
It’s time to move the brand content game into its next phase. I am advocating co-creating original scripted entertainment on the web through online video that involves more than product placement. Here are five great online TV series that marketers are missing out on... Show less

Today, brands are thinking differently about how to reach consumers: not by interrupting consumers' experiences with advertising messaging, but by offering value through original and co-created content. This content allows a brand to tell its own story, bring to life its core sensibilities, and connect with consumers in a deeper, more meaningful way.

Now more than ever, brands face an array of choices for branded content -- from cooking shows to healthy eating, fitness to balancing your… Show more

Today, brands are thinking differently about how to reach consumers: not by interrupting consumers' experiences with advertising messaging, but by offering value through original and co-created content. This content allows a brand to tell its own story, bring to life its core sensibilities, and connect with consumers in a deeper, more meaningful way.

Now more than ever, brands face an array of choices for branded content -- from cooking shows to healthy eating, fitness to balancing your life, reality shows to scripted comedy. It's also a challenge to choose which entity will be your partner: cable networks, film studios, portals, online communities, video ad networks, online celebrities or independent producers? Show less

Paul Kontonis, Chairman of the International Academy of Web Television and VP/Group Director, Brand Content, The Third Act at Digitas, is interviews by Andy Plesser, editor of Beet.tv, about content at CES.