Videology and Nielsen released a case study showing a 6x improvement in brand lift for a group of 9 CPG campaigns as compared with Nielsen’s normative scores from thousands of campaigns using the Nielsen Digital Brand Effect platform. Videology integrated the platform into its player in order to measure the 9 campaigns’ brand lift.
Videology believes better targeting, optimization and fraud protection, at scale, drove the improved results. Videology used an integration with White Ops fraud detection to filter bots and other non-human traffic. It also relied on data from 40 different providers for accurate targeting and enhanced optimization.
Yesterday pay-TV network EPIX announced a multi-year distribution deal with Hulu that will kick in on October 1st, as EPIX’s current deal with Netflix phases out.
Perhaps most noteworthy here is that in the current Wild West environment where everyone and their brother are launching standalone SVOD services, EPIX has remained disciplined in choosing to instead team up with a large SVOD player (EPIX has a separate SVOD deal with Amazon dating to 2012 as well).
I'm pleased to present the 288th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we return to the connected TV category which we both believe remains in flux. Recent research from Parks showed that Roku maintained its market share lead in 2014, with 34% share, followed by Chromecast with 23%. However, as we explain, there are at least a couple of key variables that could shake up the market’s dynamics.
First is that on Sept. 9th Apple will introduce a new Apple TV, which will include a range of new features (though Colin notes 4K appears to be missing). Given Apple’s massive customer base, the new Apple TV will almost certainly gain market share at other devices’ expense.
The second variable is if pay-TV operators prioritize integration of major OTT services into their advanced set-top boxes. This would improve the viewer experience by not requiring a change of inputs to access OTT services and in turn would diminish demand for standalone connected TV devices (this is analogous to how integrated DVRs succeeded). However, as I recently wrote, even though OTT integration is a huge opportunity for pay-TV operators, it’s not yet clear they’re embracing it.
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 11 seconds)
Television is facing a transformational moment in history, as viewers have more choices than ever before. Though still a fundamental pillar of marketing and a nearly $80 billion business, television has been dramatically changed by the rise of viewing devices and streaming options, and advertising buyers and sellers alike are struggling to keep up.
Based on our own data, as well as third-party data, we present three key findings:
FreeWheel has released its Q2 '15 Video Monetization Report, finding once again that long-form and live viewing drove the biggest increases in video ad views. Live viewing increased 146% vs. Q2 ’14 with long-form up 26% vs. Q2 ’14. Short-form again lagged, up just 16% year-over-year. Overall, ad views increased by 32% and video views increased by 25%, both vs. Q2 ’14.
For broadcast and cable TV networks plus pay-TV operators (which FreeWheel calls “programmers”), 66% of their ad views in Q2 ’15 came from the combination of long-form (35%) and live (31%). As always, the biggest share of live viewing was sports at 78% (though that was down from 82% in Q1 ’15), distantly followed by news at 15%. For long-form, scripted drama had the highest share (42%), followed by reality (26%) and comedy (17%).
I'm pleased to present the 287th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week Colin and I dig into the idea of Comcast launching a curated video service called Watchable, which was initially reported by Business Insider. Colin is extremely skeptical of the plan and outlines 4 key reasons why. I’m a little less skeptical, but as I explained earlier this week, believe there’s a lot more upside for Comcast in integrating major OTT services into its X1 offering.
Regardless of the specifics, we both believe that Comcast and other pay-TV operators need to move more deeply into online video as the traditional TV and pay-TV businesses come under increasing pressure.
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 57 seconds)
When Sesame Workshop announced its deal with HBO last week, everyone seemed to have an opinion about whether another “poor door” had been created, this time for Elmo and his iconic friends.
It’s an interesting societal debate, but what was more intriguing to me was that Sesame’s deal with HBO signaled that its own SVOD efforts had not delivered material results (and with the new HBO deal, I’d guess will likely be phased out at some point). That in turn reinforced my belief that the niche SVOD model is extremely difficult given the rise of “super” SVOD services like Netflix, Amazon and Hulu.
It’s been a rough few weeks for all companies in the TV and pay-TV industries as cord-cutting and advertising shifts have taken center stage. Stock market sentiment has turned bearish as investors have extrapolated that the long-stable days of TV and pay-TV are officially over.
But a more granular analysis of actual video and broadband subscriber data for Q2, as well as a clearer understanding of what’s driving the market forward, suggests that such a broad brush approach to all players is misplaced. In reality, big cable operators had a standout second quarter in both video and broadband and should be poised for even further gains going forward as OTT becomes the single biggest industry influence.
Topics: Leichtman Research Group