I'm pleased to present the 254th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
As is our custom for the final podcast of the year, today Colin and I discuss our top 10 online video stories of 2014. Needless to say, it was an incredibly busy year for online video, making it quite a challenge to narrow our list to just 10 top stories. If you disagree with any of our choices, then as always, we welcome your feedback.
Stepping back and reviewing the list, I think there's an argument to be made that when observers look back 10-20 years from now, 2014 could well be viewed as the big turning point for online video - the year when all of the critical pieces to online video becoming a completely mainstream experience fell into place. These pieces include viewer acceptance, burgeoning content, robust monetization, wide deployment of connected devices and mobility. At a minimum, buckle up, because the stage has been set for a huge 2015.
Colin and I would like to thank all of our listeners for tuning into our podcast this year, and wish all of you happy holidays!
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Vessel has pulled back the curtain on its long-rumored business model this morning, which essentially boils down to being a huge willingness-to-pay test case. The fundamental question: will online video viewers pay $2.99/month for Vessel's service, which includes a "modest amount of advertising," to gain early access to select online videos that will otherwise be available for free within 3 days or more?
If the answer is yes, there is no doubt we'll see an explosion of paid early access models from all kinds of video content providers. If the answer is no, then Vessel would have to revert to an ad-supported only business model, which would leave it with a far less interesting value proposition to content creators.
NBCU is looking to boost awareness of TV Everywhere access for its 14 different networks with a new multi-platform ad campaign. The campaign's tagline is "Watch TV Without the TV" and has been created by TBWAChiatDay NY using 20 different TV viewer behavioral archetypes. The campaign will run from Dec. 26th through Jan. 1st.
The digital side of the campaign will use SEM, social and rich media, and interestingly, will be bought solely through programmatic channels, handled by Xaxis. After an initial targeting of intended audiences, cookies will be used to lead NBCU to subsequent outlets on which to run the campaign. The overall goal is to reach new audiences and prep the market for new apps, features and consumer experiences in 2015.
One of the highlights of the recent VideoSchmooze: Online Video Leadership Forum was the Best Practices in Video User Experiences session, which featured Mike Green (Brightcove), Anne Hunter (comScore), Paul Marcum (Bloomberg) and Steve Minichini (Assembly), with Jesse Redniss (BRaVe Ventures) expertly moderating.
The session included discussion of how viewers' video use cases vary by device (e.g. day-parting, information vs. entertainment content, etc.), the role of custom video in driving engagement, the effectiveness of auto-play video and ads (by Facebook and other content providers), how to combat bots/fraudulent traffic (estimated at 36% of all ads by comScore), appropriate buying criteria for video ads (GRP/reach, engagement, etc.) and lots more!
The full session video is included below.