The advertising marketplace is moving rapidly into digital videos. We know that by 2018 it is estimated that it will be a $12.2 billion business. We've been seeing the agencies combine their digital video spend with television spend and put it under one spend and just calling it "video." The pool of money is becoming much bigger. The comparisons between television and digital video are being made much more often because you can account for who's watching, you can't fast-forward through the commercials. There's a much more intimate relationship with someone watching digital video.
Dawn OstroffI feel a particular sense of responsibility when you're taking something from the magazine directly and putting it in video. You can't be too flat. You need to have personality. You can't just scream out to the viewer. You need to have a fresh take on something or have a new look or have an interesting style, or be so raw that it resonates and is authentic. I think authentic is a good word. It's overused, I know, but I think it comes across in the video medium. If you can make a video authentic, it comes across.
Dawn OstroffI think a lot of people are doing content well today. A lot of companies are coming into the space. It is growing faster than anything other than mobile. You can see why. You look at young people and you can see how many are consuming content on their phones.
Dawn OstroffUltimately, the dollars will have to come from television. Will it come from television tomorrow, I don't know.
Dawn Ostroff