Videonuze

thePlatform leaderboard site - 9-13-14
Friday, January 30, 2015

Recently on Videonuze

VideoNuze Analysis

  • VideoNuze Podcast #258 - Super Bowl Streaming

    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!



    Click here to listen to the podcast (19 minutes, 52 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!

     
  • Akamai - full banner - 9-17-14
  • Now Valued At $10 Million Apiece, Super Bowl Ads Still Mostly Lack Engagement

    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).

    continue reading

     
  • Akamai - full banner - 9-17-14
  • Save the Date: 5th Annual VideoNuze Online Video Ad Summit on Tues., June 16th in NYC

    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!

     
  • thePlatform full banner - 9-13-14
  • Twitter Unveils 30-Second Native Video Feature

    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.

    continue reading

     
  • Akamai - full banner - 9-17-14
  • Perspective What's this? The Metric to Watch: Why Tracking Engagement Matters More than Views

    The growth of online video consumption is staggering, and continues to show no sign of slowing down. With YouTube and Facebook alone, well over five billion videos are watched every single day.

    Given the rapid growth, it’s no surprise that brands and advertisers have quickly adapted to using video ads as the means of reaching and connecting with consumers.  To measure their investment in these video ads, most advertisers are using the easiest and most simple way they know - counting video views - but the number of times a video was watched, whether partially or in its entirety, doesn’t actually mean much.  
Pre-roll is the most common way advertisers are buying video ads today. However, according to a study by research firm MetrixLab, 94% of viewers skip pre-roll ads.  For the few consumers who don't skip the ad, more often than not they are simply ignoring it. So how much weight should an advertiser place on the value of video views?

    continue reading

  • thePlatform full banner - 9-13-14
  • Technology and Culture Are Critical to Driving Video Success

    Last week I attended AdExchanger's Industry Preview 2015 conference in NYC, a gathering of 500+ digital marketers. I attended mainly to gain insights about the larger digital marketing landscape, of which online video advertising is an increasingly important part for advertisers, content providers and technologists.

    While there was only one video-specific session, video weaved its way into a lot of what happened on-stage. One session in particular that generated numerous valuable video-related insights was titled, "This is Digital Publishing in 2015" and included Zazie Lucke (Head of Global Media Marketing, Bloomberg), Dao Nguyen (Publisher, BuzzFeed), Troy Young (President, Hearst Digital), Jon Steinberg (CEO, Daily Mail, North America) and was moderated by Wenda Harris Millard (President and COO, Medialink).

    continue reading

     
  • Akamai - full banner - 9-17-14
  • VideoNuze Podcast #257 - SVOD Services Gain Momentum

    I'm pleased to present the 257th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    This week we focus on the momentum of SVOD services, in particular internationally. Netflix shared big news earlier this week in its solid Q4 results that it would expand to 200 countries over the next 2 years and generate material profitability by then as well.

    (One quibble  that Colin and I discuss is the fact that there are actually only 196 countries in the world, and that includes unlikely targets such as North Korea, Angola, Russia, etc. A Netflix spokesman subsequently told me that their list includes territories and dependencies, though he wasn't able to say how many. Regardless, Netflix plans to be in all countries and territories where it can legally operate.)

    Beyond Netflix, Amazon is also on a roll, with its Golden Globes wins, Woody Allen deal, and new movies initiative. And note this Saturday it's running a special on Prime for $72 (vs. the regular $99 rate), which is sure to generate tons of new sign-ups.

    Listen in to learn more!



    Click here to listen to the podcast (20 minutes, 4 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!

     
  • Akamai - full banner - 9-17-14
  • Hands-On Review of Vessel's New Beta Service

    Vessel has launched an invite-only beta of its service, on desktops and iOS devices. I was provided access to the beta and I'm excited to share some initial reactions. As a reminder, Vessel was started by former Hulu CEO Jason Kilar and CTO Richard Tom. Vessel's core value proposition is providing exclusive, early access to online video content to super-fans, for a $2.99/month fee. A light ad load is included.

    Vessel is a fascinating test of viewers' willingness-to-pay for early access to online video content that's otherwise free. This so-called "first window" represents a completely new business model that could dramatically alter the online video landscape. For content creators, the lure of higher revenue per video view (given Vessel's more attractive ad splits and subscription revenue) seems irresistible to try. And for super-fans, Vessel's $2.99/month fee seems pretty compelling to get early access.

    Read the review

     
  • thePlatform full banner - 9-13-14
« Previous | Next »