The rise of the use of video has been dramatic for media owners around the world, and brands have been jumping on the trend and creating their own pieces online in order to engage with consumers online. As part of Advertising Week New York, The Drum's editor, Gordon Young hosted a panel on Disrupting Video, speaking to publishing experts on how they saw it developing.
Below is their advice on how video creators can keep their content focused on its original intention and not become distracted away from the core idea.
Michele Tobin, VP global advertising, Rovio
At Rovio it's all about quality storytelling being true to the characters and we love to tell the stories of the birds and that's what we focus on. Advertising where it makes sense around that is fine, but don't enter the storyline.
Richard Shea,co-founder, Major League Eating
Always be changing. If you look at our stuff, just the Major League stuff, it hasn't become deluded and you have to credit the fact that it's just not done in a conference room with a brand's agent and standards and practices person - so find a brand and we'll hop on. We've been blessed with our ESPN partnership.
We don't even do decks but try to be general, keep it real, lean on the talent and don't push the narrative - all the stuff you've heard before holds true. You have to figure out what you want to say through the narrative, but don't create an argument. It's different for our stuff because its a sport so we follow the leaks and valleys of the sport.
Jesse Mann, CMO, Dayglo Ventures
I wouldn't say that we're lucky enough to just turn the cameras on and let things happen but sometimes that's how it is.
When its Willy Nelson on stage or what's left of The Grateful Dead on stage, you get to create that moment and as long as you are being true to what they want to perform and what they want to show, and highlighting them in an in appropriate way that is not deluded.
Chris George, VP product marketing, PopSugar
The right way to get deluded really quickly is to develop one piece if programme designed for every device. The beautiful thing about cable TV was that finally I could have a music channel, a sports channel and then now with YouTube I can get very specific to what I want.
As a content creator you really want to understand who your audience is, don't kid yourself and programme to that audience, understand the context of how they are consuming that content and programme with that in mind.
Julian Lloyd Evans, managing director of advertising, Dennis Publishing
Everything has to work. For a number of platforms, the first thing is to get the user experience and getting the technology right. When using a number of vehicles it all has to work together. Then it's down to the value of the idea and storytelling.
A lot of video is about humour but things can be useful. Using videos can be useful, it can change lives and that's important for brands to think about.