美国在线 Looks to Long-Form for the Future of Online Video
而 美国在线 has done an impressive job recreating itself as a source for premium-quality original online video, its efforts so far have been mostly in shorter content. 这种情况即将改变. 4月1日, 美国在线 announced that it’s going to experiment with long-form by adapting the Israeli reality show “Connected.“美国.S. version should debut in January, 2015.
StreamingMedia.com sat down with Frank Besteiro, 美国在线’s vice president and head of business development and partnerships for video, at the 2014 NAB conference to talk about the change in direction.
The move owes much to how viewer’s online video consumption habits are changing. With the rise of tablets and the growth of subscription video-on-demand (SVOD) services such as Netflix, viewers are leaning back and watching longer content. The move is also about prestige, Besteiro admits: Some of those long-form streaming originals, 比如《百家乐软件》,获得关注和艾美奖.
One thing that isn’t driving the change is advertising. Short-form videos are ad-friendly, and advertisers aren’t asking for longer content. For 美国在线, long-form is an experiment.
“We’ll dabble in long-form,” Besteiro说, growing the business as it matures. The company needs to approach this with a plan, 他补充说, so that it doesn’t become a high-profile failure that 美国在线 never talks about again. 美国在线-watchers know that the company has a few of those in its history.
As the 2014 NewFront season approaches, Besteiro说 美国在线’s approach will be the same as last year: creating online originals with A-list content. Unscripted shows perform better online, he notes. 去年的一个新节目， # CandidlyNicole, a reality show starring Nicole Ritchie, was recently picked up by VH1. 昨天, 美国在线 announced a second online season for # CandidlyNicole, as well as second seasons for City Ballet, 硬连接2.《百家乐软件》. 然而, 11个在线原创剧集, including shows starring Rocco DiSpirito, 乔纳森·阿德勒, and Hank Azaria have so far not been renewed. Besteiro said DiSpirito’s show did relatively well but not amazing, and that an announcement was forthcoming about Azaria’s show.
At its upcoming 2014 NewFront, 美国在线 will try to erase the line between online video and TV, Besteiro说, 所以这一切都是简单的视频. He wants to change ad-buyers’ outlooks and get TV advertisers to better understand video. Most of 美国在线’s ad commitments are in the form of pre-roll ads, although the company does some work creating integrations for brand advertisers. Besteiro notes that creating branded content means walking a fine line. 美国在线 had a misfire when it created a branded program for a hotel advertiser, 他说, 拒绝透露客户的姓名. The result looked like a seven-minute long walking tour of the property, and viewers were not impressed. 而 美国在线 will continue to offer brand integrations with original video, Besteiro is cautious about the approach. Branded videos are more popular with advertisers in Europe, 他补充说.
The 2014 NewFront season will be bigger than ever, Besteiro说, with newcomer Condé Nast taking part, and YouTube and Yahoo holding larger events. As for what 美国在线 will announce, Besteiro won’t give any hints.
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