Tell us a little about you, your background and your current role.
My background is as a film producer and more recently technology entrepreneur in my role as co-founder of mobile money platform Droplet. Prior to graduation I co-founded a Top 50 UK corporate film production company and worked with accounts including John Lewis, Royal Bank of Scotland, Tesco, News Corporation, Vodafone, Land Rover and American Express on all aspects of their online video strategy. Since then I’ve been working as a consultant in the online video sector in both creative and technology businesses. I write Econsultancy’s annual Online Video Best Practice report, and write regularly on the future of video on the web.
What will you be talking about at Streaming Forum? Why have you chosen this subject?
The session is going to present two case studies (Droplet and AGCO) and describe in detail how they were successful. The rules for online video success are still being written and I always think case studies are the best way to understand what’s worked for others. I’ve brought a start-up success story from Droplet, and invited my friend Lee Kemp from Vermillion Films to present a case study of a larger, global business.
Name some key challenges faced by your clients, and tell us how you are overcoming them?
One of the biggest problems is there are so many technologies and tactics to choose from. Often suppliers invent language just to sell a product! Taking things back to basics and thinking about what audiences will find useful, interesting or entertaining is rewarding challenge. If you produce content people want to watch, you can wrangle the technology side to focus on how to find them.
What do you see as major trends in streaming media?
For a start, I think the word ‘streaming’ has all but disappeared from the vocabulary of the brand marketers that are using online video to achieve return on investment. Video is now part of content, and most brands have realised that good content is what travels furthest on the web and achieves the greatest results. This year we’re seeing more brands invest in the idea of Brand Entertainment – where instead of broadcasters, it’s household names who are conjuring up the latest factual and entertainment content for online audiences.
What’s the do you enjoy the most about your job in this industry?
I get huge enjoyment working with talented creative people within brands. Many organisations have almost everything they need in-house to make this sort of thing happen, they just need a bit of facilitation.