FierceOnlineVideo Leaders - Bob Lentz, CEO PermissionTV

FierceOnlineVideo got a chance to catch up with PermissionTV CEO Bob Lentz to talk about the company's progress in 2008, plans for 2009, and his thoughts on the online video industry in general.

FierceOV: So Bob, what were some of the highlights and achievements for PermissionTV in 2008? 

Bob Lentz: We opened some high-profile accounts and displayed good ROI for them. We launched HD subscription sites for several performing arts organizations, including the Metropolitan Opera and the New York Philharmonic Orchestra. Also, the partnership we announced with Move Networks has been good for business and has kept us engaged with media companies though good joint marketing. 

FierceOV: What have the customers you mentioned said about PermissionTV's ROI and general implementation? 

Bob Lentz: Considering the number of implementations we did, I think we on-boarded all the customers pretty quickly and easily. They've reported back to us that they've had good success getting a conversion package. Take the Met for instance. They offered a trial program that then led to subscriptions due to the power of our in-video call to action.

We've also had great response to our Player Development Kit (PDK). It allows great flexibility depending on what a customer is trying to achieve with their campaign. It offers our customers rich customization of the user-facing piece to deliver unique offerings, and it brings the cost of development and delivery time down. Our agency clients have responded well to this because they need to deliver a unique experience for each client. 

FierceOV: How does PermissionTV's platform help digital ad agencies with branding campaigns? 

Bob Lentz: We've put together dozens of implementations through ad agencies, and once they've used the system, they see how the tools contained in the PDK help them build reputable video implementations without having to develop the core of the offering anew each time. The agencies see great ROI on their campaigns because of the emotional impact video has, and the additional interactive features show how the customers engage with the videos. This lets the agencies optimize their online video marketing campaigns. 

FierceOV: PermissionTV offers several interactive features embedded in the video platform. Which of them has proven to be the most beneficial to your customers?

Bob Lentz: All of the features offer value to the customer, and it really depends on what they are going for to determine which feature works the best. But I'd say the in-video call to action, like sign-ups, or a way to get an email for more information have a lot of value. This is information that is on the site in text, but putting it in the video alerts the customer to it so they don't have to find it themselves. 

Adding video directly in email has proven to be very successful, so much so that we use it ourselves in our marketing messages. Also, our player is designed to be very open, so customers can get a unique look and feel to the player, and we've had good feedback about the brand lift from that. 

FierceOV: Where would you like to see PermissionTV a year from now?  

Bob Lentz: Our focus always has been and remains to help customers gain greater conversion rates and ROI for their marketing campaigns. We want to help them whatever their goal may be, whether it's to build brand recognition or to acquire new customers. As long as we're continuing to do that in a year, and we've helped other over the course of the year, I'll be happy. 

FierceOV: Do you think the company will reach profitability by the end of the year? 

Bob Lentz: We'll there is a lot of uncertainty in the marketplace, and we're in an ad-supported business, which is down right now.  So I think it would be unlikely we reach profitability this year, but I think we'll be close to break even by the end of the year. 

FierceOV: Do you see any notable trends emerging in the online video industry in 2009? 

Bob Lentz: I think our survey showing marketers planning to shift budget to online video campaigns will be supported. I think marketers are embracing online video more and more, and I think they are starting to invest in the medium and see it as a key part of their efforts. The trend of advertising and marketing budgets away from print and into digital media like online video will only quicken I think given the economic climate.