Jeremy Allaire: How to Reach Viewers in a Fragmented Video Landscape

[For the complete version of this article, see Larry Kless’s Weblog—Ed.]

I met with Jeremy Allaire, Chairman and CEO of Brightcove, at the Online Video Platform Summit to get a summary of his keynote address, where he shared his view of the increasingly complex and fragmented landscape for online video publishing, and the multi-platform distribution strategies organizations need to have in place to achieve success with their video initiatives. Allaire founded Brightcove in early 2004 with a vision for the transformation of television with the Internet. From his early days as CTO of Macromedia, where he was instrumental in evolving Macromedia Flash into a dominant platform for rich media applications on the web, Allaire envisioned that one day video would become as ubiquitous as text on the web. I spoke with him at length about his background and the early years of online video in this post from last year.

In his keynote at this year’s Online Video Platform SummitThe New Video Landscape: Multi-platform Distribution, Monetization, and Fragmentation, Allaire described the rapid growth of online video in 2010 with monthly video growing to a staggering 30 billion views. He pointed out that online video is now more than 50% of Internet traffic in the U.S. and it’s estimated that it will will grow to 90% by 2013. Some of the key drivers fueling that growth are ad supported online video, which continues to grow faster than any other area of online advertising, and also the brand marketing and retail applications which are really exploding. eMarketer predicts that online advertising spend will be $28.5 billion next year, and that almost $2 billion of that will be online video advertising.

In this interview, conducted just after the keynote, Allaire elaborates on those points.


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