An Interview With Jennifer White Of BiteSize

BiteSize is a vertically integrated entertainment network that produces proprietary, premium video entertainment and then delivers it ubiquitously: anywhere, anytime, and on any device. We recently caught up with BiteSize’s Jennifer White to find out what advertisers need to know about the future of video and TV advertising.

Revenue Performance: For the advertisers and agencies reading this, tell us what the future of television and video entertainment looks like?

Jennifer White: In the future, television and video entertainment will go beyond just the viewing of a show. We are already seeing that people are willing to sit for hours at a time to watch a series of episodes of their favorite show in one sitting- witness the success of Netflix’s recent series. That will develop
into a greater level of engagement as the viewing screens diversify to include mobile devices. The TV as we know it will simply be one more screen, there will be no difference between the screen we use to check our Facebook profile and the one on which we watch the latest episode of Nashville.

RP: So where does BiteSize fit within that vision?

JW: Through the creation of our brand new studio, located at the epicenter of entertainment, Hollywood, we have figured out how to bridge the gap between entertainment and technology. By combining the technical talent of the San Francisco Bay Area with the creative talent of Los Angeles we will be able produce proprietary, premium, Hollywood studio-quality entertainment and deliver it to millions of fans every day—anywhere, anytime, and on any device. At its core, BiteSize is the fusion of top, Academy and Emmy Award-winning veteran producers, directors, writers and actors, the hottest new up-and coming TV and new media talent, and the latest cutting edge Silicon Valley know-how.

With the definition of “screens” being defined by only their size, BiteSize will sit comfortably anywhere and everywhere – from the palm of someone’s hand to their living room wall.

RP: How will BiteSize and its approach change the way consumers watch content and how advertisers reach their target audience?

JW: It is 2013 and we all get that consumers have multiple options when it comes to the content they consume, but they only have so many hours in a day. Consumers are finding it harder than ever to dedicate time to long-form content – our belief is that they are far more willing to watch multiple shortform
pieces of content instead. You’re commuting from work, you’re checking your Facebook page, you’ve got just 5 minutes before the kids come back in from playing. Get the latest celebrity, sports, gaming and tech news from BiteSizeTV.com on any screen of your choice.

Our advertisers understand this approach, especially because they know that the content we create targets the treasured 18-35 age group. Advertisers keep their ads short and succinct, and we provide compelling short-form content with the result that our viewers watch more content within their
available viewing period.

RP: From a marketing perspective, how does BiteSize’s content drive traffic for advertisers, when there are so many options available?

JW: There are so many options we can offer. The most direct approach we have is through partnering with our advertisers in order to integrate their brands into our content, display ads and website. An example might be the creation of a special video series based on a brand and hosted by one, or many, of our talented personalities. We could then leverage that by offering a discount code to our viewers that draws them to the client’s website. Add to that, a combination of supporting content and display ads on our website which all reinforces the brand and you have a complete and compelling advertising package.

RP: How is advertising around video content going to change over the next few years?

JW: Consumers are smart. They record video on their DVRs not just so that they can watch content later, but so they can also skip past commercials. For advertisers, this presents a challenge that only the “Internet of things” can solve. If your content is compelling enough, and there is transparency for the consumer regarding the ads you present to them, they will respect you as a content producer and provider, watch your ad and enjoy your content. But you can only do this when the content is presented within the framework of the Internet. It is now a methodology that consumers accept and understand as
a part of watching content made available online.

Over the next few years, I believe you will see more advertisers working closer with content producers to create unique and engaging content that is related to their brand. Ultimately, the blurring of lines will be such that a consumer won’t feel as if they are watching a commercial, but instead will simply enjoy
content from one of their favorite brands.

RP: Online video allows advertisers accustomed to TV to now have proper tracking and insightful metrics. What effect is that going to have?

JW: It’s going to have a huge effect on many levels. From the type of content that gets produced to the technologies and methodologies that will be developed to provide advertiser insight into the data generated. We are now in the era of “Big Data” and APIs (Application Programming Interfaces) that will allow partners in the marketing chain to share gigabytes of information. Advertisers and content producers alike will be able to go beyond just looking at one set of numbers to determine the success of their campaigns. In the near future, they will be able to “peel the onion” to understand the interactions within every marketing channel, and to develop a complete understanding of buyer behavior.

RP: Advertisers are always looking for best practices for their campaigns. What does BiteSize emphasize in this regard?

JW: It’s simple: create ads that speak to your target audience. That hasn’t changed in years and it still holds true, even though the way that the messages
are delivered has changed dramatically. Take risks, be bold, be short, be “BiteSize”. The attention span of consumers is getting shorter. It just is. If you want someone to notice you, then let him or her know who you are and how your brand can fill their needs by relating immediately to what their needs are.

RP: Many agencies and big brands still gravitate to TV because of how scalable it is. How will BiteSize address that issue?

JW: Recently Twitter, the social media microblogging platform, acquired TV analytics company Bluefin Labs. The reason is that people are no longer only using one screen to “watch” their favorite TV shows. TV is already fragmenting. So yes, TV as scale, but the reality is that the conversation around the shows that people are watching are all happening online. At BiteSize, we want to be in the middle of that conversation, not around it. By creating compelling content that is presented online, viewers will not have to engage with an additional screen. We will effectively enable the “water
cooler effect” on BiteSizeTV.com by facilitating viewer conversations and social sharing of content.

RP: Thank you, Jennifer

 

About Jennifer White
Jennifer White is the SVP of Sales and Business Development for BiteSize, a vertically integrated entertainment network which produces proprietary, premium, Hollywood studio-quality entertainment, all delivered to millions of fans every day — anywhere, anytime, and on any device. As a veteran of the ever-growing online advertising and publishing industry, Jennifer is frequently requested to share her thoughts and insights with topics ranging from online video advertising strategies to ad operations. Find out more at www.bitesizetv.com