McLuhan and the 5 Ps of Video. Huh?
The medium is the message. Blah blah. Old news. Think again: McLuhan’s famous statement isn’t a full frontal attack on content. It’s about the change a specific medium can cause. It’s about impact. When Forrester’s Dr. James McQuivey noted a minute of video is worth 1.8M words, he was also talking impact. Are you accounting for that impact in your video strategies? Are you really? Again back to Mr. McLuhan, are you “anticipating” it, “deflecting and controlling” it or are you just along for the ride? The challenge for video leaders cum entrepreneurs, marketers, and producers is to build a video strategy based on anticipatory changes online video is bringing -- from OTT to monetization and engagement patterns -- and incorporate them into results. Just like the “P”s of marketing, there are actually 5 P’s of Video -- things you must consider to capture the opportunity that McLuhan put forth. Know them.
uStudio Founder & CEO, Jen Grogono is an entrepreneur who early on understood the impact of online video. In 2006, Jen co-founded On Networks, one of the first independent producers & distributors of original, episodic online programming. There, she pioneered new forms of online digital programming and any-screen, any-device distribution. Before that, Jen oversaw strategic marketing & communications programs for a number of technologies, consumer and public service organizations, including: Motive (now Alcatel-Lucent); Porter Novelli, a division of global communications giant Omnicon; Kurion, a digital content & application syndication company (acquired by iSyndicate); and Lois Paul & Partners. She’s received numerous industry awards, been covered in major business publications, including The New York Times, The Wall Street Journal and Fortune. Jen is on the Board of Advisors for Digital Hollywood. A cum laude graduate of Boston College, Jen lives in Austin, TX.