Short-form video revenue set to skyrocket

All video is not the same, at least not to consumers. According to a new report from Gartner, Inc. short-form, professionally produced video clips will show growth of 600% in 2008. Revenue for these clips is set to reach $75 million.

by Kristina Knight

By 2012, revenue is predicted to reach $1.5 billion.

These popular short-form clips make up the bulk of content on YouTube and similar video sharing websites. Called 'Protail Video', these clips are one of the fastest growth segments in online video; this is most likely because the production quality is a step above user-generated content but isn't long-form like many television shows uploaded to the Web.

Because of the growth rate, Gartner is suggesting that marketers focus on protail video over the next four years because the inventory is not copyrighted but is considered 'safe'.

But, how can marketers connect to these specific clips? It starts with the platform. While YouTube is the place where most user-generated content is uploaded, similar sites such as Metacafe appeal to independent filmmakers and videographers.

"Essential to protail reaching these advertising revenue figures is the establishment of effective networks that connect advertisers to large protail communities," said Allen Weiner, research vice president at Gartner. "These Web 2.0 communities may be established around the vast expanse of protail content, with videos ranging from sitcoms to travelogues or large horizontal slices of this content, for example, a site specifically devoted to French cooking. These communities will become 'clean, well-lit' places that are comfortable both for advertisers and for consumers looking for selection and tools for sharing and recommendations."