During 2007, we saw broadcasters launch their catch-up TV services and many leading web destinations starting to launch video players on their websites. As content became richer throughout 2008 and 2009, significant audiences started to consume this content on the web. So as broadcasters, newspapers, magazine publishers and internet portals started driving their audiences to their websites to consume this video content, it was natural that advertising monies would follow.
 
And there holds the answer to the future of video advertising. Content.
 
TV advertisers have now bought into targeting their audiences on multiple platforms and devices, but content will hold the key to who controls these audiences. What type of content will consumers want to engage with on their PC, laptop or i-Pad? Will it be short video clips, catch-up TV, Premier League football or original productions? How will the ability to watch video on your smart phone affect people’s consumption of video? Surely we aren’t going to be watching feature films on our mobile devices, or are we? How will internet enabled TVs affect our consumption of TV and video. YouTube will be available on your 42inch plasma TV but are we going choose YouTube content in our living rooms over Eastenders and X-Factor?
 
There will be many conflicting views on how the online video market is going to shape up over the coming years. For me, it is all about content environments. Looking ahead, we are going to be able to watch what we want, when we want, on the device of our choosing. Pretty exciting stuff, but certain types of content will work better on different devices. Consumers on the move will engage with short-form video clips on their mobile devices. Internet users will most definitely continue to view video content on their favourite websites, but the battle for audiences has only just begun with the main challenge of producing unique and engaging video content that will attract regular viewers.

And then there is the expected emergence of internet-enabled TVs. Many people in the internet world will tell you that TV is dead and all content will be viewed on devices in the future. While there is an element of intrigue as to how teenagers who are growing up with smart phones and high spec laptops will consume TV in the future, I believe the concept of sitting down on your sofa to watch your favourite drama, comedy, sport or a movie will always be a comfort that will be part of our every day viewing habits. With this in mind, I just don’t buy into consumers flicking around their TV sets all night watching five minute video clips. That content will live on smaller portable devices in my opinion.

Whatever your views are, online video has a great future and there will be many smart people and companies pioneering in this space over the next few years. The battleground is for audience share - and those who present the right content in the most relevant environments will win that battle.