Online Video Insider

I recently sat on a panel where a big topic of discussion was: Can we reach television-sized audiences using online video? The answer is, unequivocally, yes. However, it became clear that most digital media buyers do not think about the world in terms of television size audiences — and most television media buyers only speak the language of television.

This year, analysts expect U.S. notebook sales to exceed desktop sales for the first time, while worldwide cross-over is expected in 2009, with over 125 million portable units sold annually. Sales of video-capable devices such as BlackBerry, iPhones/iPods, Symbian and Windows Mobile smart phones are expected to cross 150 million units during this same timeframe.

What happens when a can't-miss, sure-fire, hit-making band releases an album that simply doesn't deliver?

Back in the day, video game consoles were hooked up to television sets, or played via floppy disks in school computer lounges (Oregon Trail anyone?). What if Super Mario and Luigi stopped mid-game and let products be schlepped to us en route to finding the princess?

This creature has a tongue that weighs as much as an elephant and a tail as wide as an airplane. The blue whale is the largest mammal in the world and the largest animal ever known to have lived on Earth. Calves weigh two tons (1,814 kilograms) at birth and gain about 200 pounds (91 kilograms) every day during the first year of their lives.

There are many companies working feverishly to figure out the best way to monetize online video in its current state and over the long term. Over the past month, there has been an interesting development in the online video space that shows where some think the key lies. I call it “cool by association.” Let’s look at it more closely.

It was the brand manager of a large package goods company that asked the question: “Why does a second of production cost the same whether anybody watches or not?”

The agency producer who was dining with us, slowly put down her glass of wine and looked at me for help. As if somehow I would have a better answer than she.

Viewing habits? Anytime you see those two words strung together, it should evoke the words in “Treasure of the Sierra Madre”:

Authorities said dozens of people were killed when a Sudan Airways jet burst into flames after landing in Khartoum. The aircraft was carrying 217 passengers and crew from Jordan to the Sudanese capital when witnesses said it veered off the runway.