Think of 2007 as the year that brought video to b-to-b media. When CMP's TechWeb launched The News Show in 2005, it was big news. And while some very large business Web sites, such as Forbes.com and CNET.com, have played in the video arena for years, most traditional business media companies only recently began moving ahead in earnest and some are just getting started.
I recently moderated an ABM panel on video, and it was quite revealing how much the organizations represented on the panel had done since last July.
Hanley Wood has embarked on two major TV-like series, one of them a 16-episode how-to program for building contractors. Ad Age launched its 3 Minute Ad Age, a video program that is part of Ad Age Daily, and The Deal debuted its compelling Behind the Money interview series featuring a truly engaging on-camera personality.
Now that most business people are on broadband, and most are used to seeing video on their screens, it's important for all of us to get up to speed. The good news is that there is still time. It's just getting started for b-to-b sites, and advertising will grow significantly over the next few years. EMarketer has projected a giant leap in video advertising, from $700 million this year to $4.2 billion in 2011. Ultimately, video is going to be a big moneymaker.
Bob Felsenthal can be reached at [email protected].