I'm pleased to present the 258th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Super Bowl Sunday is upon us. In today's podcast Colin and I first explore the huge role online video has had in driving up the value of Super Bowl ads, which NBC now approximates at $10 million per spot. But despite the ads' tens of millions of incremental online views, we're both still somewhat mystified why the ads don't place more value on viewer engagement, a topic I explored yesterday.
We then turn our attention to NBC's plan to stream 11 hours of programming on Sunday (including the game) without any TV Everywhere style authentication.
As Colin explains, "Super Stream Sunday" is correctly focused on educating viewers about TV Everywhere. But Colin notes one big drawback, which is that the game won't be available on smartphones, since Verizon has the exclusive mobile streaming rights. That means smartphone-wielding millennials could be disappointed.
Listen in to learn more!
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Yesterday, NBCU's EVP of Sales and Sales Marketing Seth Winter announced that all of this Sunday's Super Bowl on-air and online ad units are now sold out. At $4.4-$4.5 million for on-air spots, these are the most expensive Super Bowl ads ever. Winter also reiterated something he said a few weeks ago: he believes a 30-second Super Bowl ad really provides a $10 million value "because of all the incremental exposure that the creative receives on all the different social media platforms like YouTube or publicity."
The comment resonated with me, because way back in 2007, in "On the Road to the $10 Million Super Bowl Ad," I suggested that eventually Super Bowl would in fact reach this level (note that NBC isn't selling the ads for $10 million - yet. It's only saying that's their value).
Please save the date for the 5th annual VideoNuze Online Video Advertising Summit, on Tuesday, June 16th, in NYC.
Online video advertising is booming, and the Video Ad Summit has become the industry's top event for learning and networking. Over 425 decision-makers at agencies, brands, content providers, technology companies and others in the video ecosystem attended last year's Video Ad Summit which featured 18 sessions and 45 speakers. In addition, 18 of the industry's leading companies sponsored last year's event.
With all of the industry's growth, I expect the 2015 event to be even bigger - jam-packed with thought-leader keynotes, panel discussions, fireside chats, presentations and tech demonstrations. Not only will we dig into the big opportunities, but we'll also have candid sessions on key challenges such as viewability, fraud, measurement and ROI. As always, you can expect a high-impact full-day program.
The Video Ad Summit is moving to a more spacious venue in 2015 as well - the Time-Life Building's 8th floor conference center, conveniently located in midtown at 6th Avenue and 51st Street. Assuming the weather cooperates, we'll have lunch and cocktails outside on the terrace.
The 2015 Video Ad Summit web site is coming soon. In the meantime, see LAST YEAR'S event web site for more background.
If you'd like to learn more about speaking and sponsorship opportunities, please contact me!
Twitter has announced that users will have the ability to record, edit and share 30-second videos within the Twitter app on iPhone and Android mobile devices. The videos will post within users' timelines just as other tweets do. The feature has been teased for a while and will roll out over the next few days.
I haven't gained access to the video feature yet, but if it works as easily as Twitter describes it, I think it will be a very valuable addition. Of course Twitter has already offered video via its Vine app, but I see Twitter's native video feature as having 2 distinct advantages: first, eliminating the step of having to switch back and forth between the Vine and Twitter apps and second, Twitter's more flexible 30-second length.