Brightcove, who helps media companies manage their ad-supported video campaigns, has added three more companies to their customer base as they've signed deals with publishers: Rodale, Hachette Filipacchi and Hearst Corporation. Last month they also signed a deal with media heavyweight Time Warner Inc. (TWX).
"It's an opportunity for the first time to get into the higher-value branded advertising space that TV has dominated before now," said Jeremy Alliare, Brightcove chief executive.
A lot of companies are looking at doing this, especially in the U.S. market where the broadband penetration has reached a scale where it's worthwhile starting campaigns in video ad placement. The cost to stream video is also falling, a major consideration, as it's expected to still be several years away before it starts making significant impact on the bottom line of companies.
Even thought we're starting to hear about replacing the page view - a definite problem for metrics in the video space - that's going to take some time to do. While that will eventually be replaced, for now it's still the way to measure.
For Brightcove, this is a great opportunity to have a solid foundation when that day comes when video starts to be one of the key elements of online advertising. They are becoming experts in their fields and helping their clients to grow along with them.
When the future arrives, they could very well be the No. 1 video ad management company in the world. They will be worth a close look when they go public.
Some of the online magazines they represent are Fortune, People, Men's Health, Sports Illustrated, Runners World, Elle and Woman's Day, among many others.
For the majority of us, video should be looked upon as a long-term project, with a smaller portion of our spend going toward it. It should be experimented and tried on smaller levels, and from that learning process a foundation built that will prepare us for the future when it eventually becomes predominant.
Don't be overly concerned about all the hype though, it's still a minimum of several years away before it really begins to take off. Yet now is the time to at least look at incorporating it into our strategies on a smaller level.
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