The leadoff session at the recent Video Ad Summit focused on the topic of whether TV and video advertising are converging or diverging. In other words, are advertisers going to opt for converged, multiscreen campaigns that incorporate TV, or is ad spending a zero sum game with advertisers shifting spending from TV to video?
With tens of billions of dollars of annual TV and video ad spending, obviously this is a pressing question. Scott Ferber, Chairman and CEO of Videology, kicked off the session with a compelling presentation that made the case for convergence, with data playing a key role in making this happen.
Then Scott moderated a discussion with Andrew Feigenson (Managing Director, Digital, Nielsen), Kris Magel (Chief Investment Officer, Initiative U.S.), Melissa Roberts (GM, Enterprise Solutions, FreeWheel) and Brian Wieser (Senior Analyst, Pivotal Research Group). The group dug into the convergence-divergence question from all angles.
I'm pleased to present the 279th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Change is everywhere in the video and TV industries and this week 6 different news items hit our radar, which Colin and I think illustrate how quickly things are moving. In today's podcast we discuss each of them and why we think they're significant.
The items include continued falling linear TV ratings as measured by Nielsen, Hulu distributing Showtime, new research showing that Netflix's audience is size larger than those of broadcast TV networks, Tennis Channel's converged TV Everywhere-OTT model, HBO premiering 2 new shows on Facebook and Ooyala's new data showing that 42% of video views are now on mobile.
(note: Colin wanted to clarify one point - when citing Netflix viewership, he said it was 10 million hours streamed per quarter when it's actually 10 billion hours)
Listen in to learn more!
Click here to listen to the podcast (21 minutes, 45 seconds)
Click here for previous podcasts
Click here to add the podcast feed to your RSS reader.
The VideoNuze podcast is also available in iTunes...subscribe today!
Ooyala has released its Q1 '15 Video Index, and as with all of its recent reports, the headline is the surging growth of mobile video, whose share is now at 42% of online video views. That's up nearly 5x from the 9% share mobile video recorded in Q1 '13. Ooyala restated its forecast that mobile video will surpass 50% of online video views in Q3 '15, if not sooner.
No surprise, Ooyala cites smartphones as the big driver of mobile video usage, noting that the ratio of smartphone plays to tablet plays has increased from 2:1 in Q4 '13 to 4:1 in Q1 '15. In fact, tablet share has remained constant at 8% during that time. Ooyala cites the rise of larger screen size smartphones (particularly iPhone 6 and 6 Plus) as spurring mobile video adoption and stunting tablet viewing.
Categories: Mobile Video
Despite all the advances in online video in recent years, which have been wide-ranging across technologies, business models and consumption habits, most publishers' approach to mobile video continues to fail. While many feel that 2015 is the year of digital video, the industry won't have truly arrived until we're able to solve our mobile problem, and several other lingering challenges.
These challenges were discussed last month in JW Player's second annual JW INSIGHTS conference, which brought together video experts, influencers and partners from a cross-section of companies including Google, Popsugar and Verizon to discuss the state of the online video industry and the factors that are still holding it back from even greater growth.
Categories: Mobile Video