Brands need to have more trust in content creators calls Maker Studios UK chief

“Brands have to be able to let go and trust creators to know what will fly.”

Jessica Elvidge, a creative Strategist at YouTube, agreed. "Everyone [brands] has heard of these guys and wants a piece of the action,” she said. "But the best partnerships are those that give creative license to the creators to make something that’s right for their own channel, and for their own audience.”

The world of online video is big business. Maker Studios was only founded in 2009, but was acquired by The Walt Disney Corporation for an initial $1bn earlier this year. But embracing a different production model can be challenging for marketers used to a traditional media model.

Vanessa Bakewell, head of entertainment at Facebook, told the audience that the brands needed to adapt to the rules of a new media environment. “The main barriers are often organization, culture and structure”, she said. "Social media is rarely a priority. Digital budgets are still much smaller than they should be when you consider consumption numbers compared to other marketing channels.”

Bakewell also stressed that optimizing for mobile is key to achieving success with video. “Mobile isn’t a trend - it’s what’s driving all other trends,” she said. “It’s the most significant development in 65 years, since the arrival of the TV. Video consumption on mobile has risen 500 times in the past few years.

“It’s impossible to overstate its significance. It’s the most personal of devices, so content has to be targeted, personal and relevant."

But get that right and the results can be pronounced. Coca-Cola’s “America is Beautiful” campaign, which used different image and copy variations, resulted in some ethnic groups claiming it was the first time that any brand had spoken directly to them.

The challenge in getting advertisers to think differently is nothing new.

Tom Thirlwall, CEO of London-based production company Bigballs Films, drew a parallel between the emerging online video market and the early years of television more than 50 years ago.

“When TV first launched, programming was created in the style of how radio shows had been produced for years,” he said. “It took a while for broadcasters to learn how to make the most of the moving image. Now in this third wave of media the same mistakes are being made. “

And Mr Thirlwall said that the people in the online video sector needed to convince clients that the medium justifies learning new skills and new investment.

“Media TV schedules make marketers feel comfortable,” he said. "The fact that the measurement system is utterly bogus doesn’t seem to bother people.

“So we need to convince marketers and budget holders that this is an effective new way of reaching audiences - particularly this millennial audience. You can’t hide from the fact they are choosing to interact with entertainment in a new way. History will have to catch up.”

Earlier in the week, Katrina Craigwell, head of global programming of General Electric highlighted the problem of content pollution and the importance of attempting to resonate with the brand’s core audience in creating that content.

The story was written by Adam Reed, senior editor of digital agency Zone.