CBS Interactive President Quincy Smith just wrapped up the morning keynote at the IAB Digital Video Leadership Forum, key notes:

Some CBS Stats:
#1 in engagement
#1 download on iTunes (Dexter)
#1 Facebook app (March Madness)
#1 TV channel on YouTube
Avg median age of CBS viewer on TV is 53, avg median age online is 37.

Web as a complementary platform:
- Re-broadcast
- Cross-platform / brand extension “holy grail of media”
- Original content “we’re doing it probably half as well as other companies out there…it’s small peanuts, also it’s good margins.”

Web is not cannibalistic to our audience, but from an engagement perspective it very much is.

[Regardless of location] fact is that’s our content, we have to make our content more compelling, that’s not a broadcast mentality, that’s I think our greatest challenge going forward.

Catch up vs. Cannibalization:
- Big Brother 9 - 40% of streams were not the most recent episode. We see very little cannibalization.
- 92% of MMOD viewers stramed at work. Total complementary audiences. Online mirrors TV during Championship game. Less half-time dropoff online.
- The Grammys: 15.9 million households on TV. 50 of top 100 Google trends that night were related to the Grammy’s…how do you get a chance to monetize more and more of that show going forward….take a 1 day event and turn it into a 365 day event.

On Users as Curators: YouTube user MangoFace94 put up a Letterman clip, often more views when not on the CBS YouTube channel. “When content on YouTube is successful, claim it…need to be more comfortable with users as editors”

On Original Content: When television came around it was originally staffed by people on radio putting programs on television…took a long time to see that creativity, I think we’re beginning to see that here.

On Mobile: “Mobile’s funny, it’s always two years away” Need to fix mobile in the U.S., Big change here is they’re looking for more and more content… carriers are seeing original mobile content that is really original.

Labs: Video player: “Everybody’s got an HD player, it’s interesting…this player was built by our team in about 6 and a half hours…the team, engineers, that’s why we have a Menlo Park office, it’s key.”

Where can we go with it? We can go with community, recommendations, making it more interesting, even if they’re watching two minutes of things, they’re interested, and then sharing.

Monetizing Social Networks: I think there’s got to be an effort across this industry to monetize those networks. It seems to me that putting an ad on your own profile page is the equivalent of someone walking across your room and putting a poster on your wall…teenagers won’t react well…this is one of the things we thing about all day long…

The answer has got to be thinking about it all day long…the pre-rolls and post rolls aren’t that bad but “how do we think about adding more value to the advertiser…ad is content.” There are certain areas like widgets where we don’t monetize them yet…monetization and promotion at the same time.