Yesterday’s confirmation by Comcast that it is preparing an all-cash bid for Fox assets that would top Disney’s current bid came as no surprise. All that remains now for this corporate drama to go into overdrive is the decision on June 12th in the AT&T-Time Warner court case. If that deal is approved (which I believe is likely), Comcast is expected to formalize its Fox offer almost immediately. As these machinations continue, one looming question is what will become of Hulu?
Hulu is of course a joint venture among Disney, Fox and Comcast (via its NBCUniversal acquisition), with each company owning 30% and Time Warner owning 10% (that’s rounding as Hulu employees also own a piece). That means the ultimate owner of the Fox assets - Disney or Comcast - will also become a majority owner of Hulu. It seems to me Hulu would be more valuable to Comcast, and indeed Comcast should be angling to try to figure out how to take control of Hulu regardless of how the larger Fox deal sorts out. Why?
Today I’m continuing our “In Focus,” series, in which I preview one of the sessions at our 8th annual VideoNuze Online Video Advertising Summit, coming up on Tuesday, June 12th, including what I hope you’ll learn and why I think the topic is important.
In focus today is our 1:35pm session, “Is Data Living Up to Its Potential?” which includes George Musi (EVP, Data, Analytics, Insights, Blue 449/Publicis Media), Lance Neuhauser (CEO, 4C), Bre Rosetti (SVP, Director of Strategy and Innovation, Havas Media) and Vikram Somaya (SVP, Global Data Officer and Ad Platforms, ESPN), with Dan Punt (Managing Director, FTI Consulting) moderating.
Data has become the most important ingredient in the advertising ecosystem, driving how tens of billions of dollars of annual spending are distributed by advertisers eager to micro-target their desired audiences and achieve the highest return on ad spend. It is no secret that Google and Facebook in particular, have used their massive troves of user data (sometimes to their detriment), to help advertisers’ quest for targeting and efficiency in the digital world.
Video ad tech provider Extreme Reach has released its Q1 ’18 Video Advertising Benchmark Report, which shows improvements in video ad viewable completion and fraud rates. The video ad completion rate increased 10% YOY in Q1 to above 75% for the first time. Premium media sites saw an 88% viewable completion rate, with media aggregators achieving a 69% rate. Extreme Reach attributed the improvement in the premium media rate to unskippable connected TV ads.
Topics: Extreme Reach
Our 8th annual VideoNuze Online Video Advertising Summit is coming up on Tuesday, June 12th. In the next few weeks leading up to it, I’m going to do something new - a series of posts called “In Focus,” each of which will provide a preview of one Ad Summit Session, including what I hope you’ll learn and why I think the topic is important.
There is a ton going on in the video industry these days, and as an analyst, I’m constantly trying to identify and write about the most critical trends and news. I use the same approach in programming the Ad Summit. Hopefully the result is an outstanding day of learning for Ad Summit attendees.
This first “In Focus” post looks at our 2:10pm session, Connected TVs’ Ad-Supported Future, which includes Rich Calacci (Chief Revenue Officer, Pluto TV), Jim Keller (VP, Sales, Hulu), Frank Sinton (Founder, Beachfront Media) and Seth Walters (VP, Demand Partnerships, Roku), with Colin Dixon (Principal Analyst, nScreenMedia) moderating.