At last month's Video Ad Summit, mobile video was a big topic of conversation. Kicking off the day, eMarketer's principal analyst, David Hallerman, walked the audience through his firm's online video ad forecast, including the mobile component, which it estimates will quadruple to $5.44 billion by 2018, over 44% of of total online video ad spending (the full forecast is available for complimentary download here).
Later in the day, Jim Spencer, president and founder of Newsy (an ad-supported mobile video news app acquired earlier this year by E.W. Scripps) led a spirited panel on how media and technology companies are keeping up with mobile video's surging adoption. Joining him on the session were Ashish Chordia (founder & CEO, Alphonso), Jason Krebs (head of sales, Maker Studios), Rebecca Paoletti (CEO and co-founder, CakeWorks LLC) and Canaan Schladale-Zink (VP, Sales North America, Sizmek).
Videos of each of the sessions follow below.
I'm pleased to present the 235th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
First up this week, Colin recaps how well the recently wrapped-up World Cup did with live-streaming. As Colin notes, the final game delivered 1.8 million concurrent live viewers. Also interesting was how mainstream streaming mid-day games seemed to become. Unlike March Madness games, which have always been streamed in the workplace somewhat surreptitiously, World Cup streaming seemed completely acceptable.
Continuing our sports theme, we then turn to a WSJ article this week which revealed that the NBA is seeking to double the approximately $930 million per year in TV rights fees it receives from Disney/ESPN and Time Warner/Turner when these deals expire after the 2015/2016 season.
If the NBA were to succeed, and gain $2 billion or so in fees, that would translate into around $20 per year for each of the approximately 100 million U.S. pay-TV subscribers (even more when you factor in the pay-TV operator's retail margin).
The dirty little secret of these super-expensive sports deals is that ALL subscribers pay - whether you're a fan or not - meaning the "sports tax" on non-fans is getting bigger all the time. With escalating pay-TV bills, the big question is whether non-fans will become heavier cord-nevers and cord-cutters.
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 5 seconds)
Microsoft will close down its Xbox Entertainment Studios (XES) as part of a broader, 18,000 employee headcount reduction it has announced. I, for one, am not surprised by this outcome. A year-and-a-half ago, at the D: Dive Into Media conference, I watched an interview with Nancy Tellem, head of XES (and former head of CBS Entertainment) and Yusuf Mehdi, Xbox's chief marketing and strategy officer, that left me wondering whether the company really understood what role it wanted original programming to play or how it would be differentiated.
Basic questions on whether originals would be included in the current subscription service or cost extra, whether they would be ad-free or ad-supported, exclusive to Xbox or available elsewhere and more were essentially left unanswered, creating a very unfocused vibe. But, since it was still relatively early days for XES, I was inclined to cut them some slack.
Connecting with consumers has become harder than ever for brands. Fortunately, online video has opened up a whole new opportunity for brands to act more like publishers than advertisers, doing more storytelling than just advertising. A prime example of a brand that recognized this and developed a winning branded entertainment strategy is Quiznos, which launched "Toasty.TV," a destination for original and curated video.
Toasty.TV hit it big with its first original video, "House of Thrones," a hilarious mashup between Netflix's "House of Cards" and HBO's "Game of Thrones" generating almost 1.6 million views to date. In this case study presented at the recent Video Ad Summit, Quiznos' VP of Advertising and Marketing Chris Ruszkowski and agency partner Moz Miraba from Windowseat, detail the strategy behind Toasty.TV, how it reached its core millennial audience and the specific results it has driven.
Watching online video on connected TVs is now completely mainstream, as evidenced by Hulu noting that 62% of its views are on connected TVs. This powerful trend makes delivering immersive HTML5 video ad experiences to connected TVs and pay-TV set-top boxes an imperative for advertisers to accomplish their reach and frequency goals.
At the recent Video Ad Summit, Active Video demo'd how they're solving this problem, by rendering ads in the cloud and then delivering them - with full interactivity - to any type of set-top box. In the demo, ads from American Express and L'Oreal illustrate how it works. The Active Video presentation followed one by Quiznos, showcasing their "Toasty.TV" campaign, which would be a perfect fit for a living room experience.
Sling Media has introduced 2 new boxes, the "M1" (which replaces the prior 350 model) and the "SlingTV" (which replaces the prior 500 model). In my opinion, the former, priced at $150, is the more intriguing of the two, as it represents a renewed push by Sling to establish a market for a dedicated TV Everywhere appliance (i.e. a device dedicated solely to extending a pay-TV subscriber's access to live and recorded content).
I don't believe there's any other product in the market that is as narrowly focused on this opportunity as the M1 is. With the M1, Sling is basically echoing the pay-TV industry's strategy for giving subscribers remote, mobile device-based access to their programming. But with pay-TV operators and networks themselves rolling out TV Everywhere apps themselves (e.g. HBO GO, WatchESPN, etc.), it's logical to ask why anyone would feel compelled to buy an M1.
Topics: Sling Media
Nielsen is touting momentum for its mobile Online Campaign Ratings (OCR), citing adoption by over 20 different agencies, content providers and video ad platforms including Adap.tv, AdColony, BrightRoll, Collective, Defy Media, Digitas LBi, Drawbridge, Evolve Media, Freewheel, GroupM, Innovid, LiveRail, Lotame, Rocket Fuel, Rhythm NewMedia, Torrential, Tremor Video, TubeMogul, Twitch, Vdopia, Verve, Videology and YuMe.
At the recent Video Ad Summit, I sat down with Rahul Chopra, News Corp's SVP/global head of video and Chief Revenue Officer of Storyful, which was recently acquired. Rahul has been a key executive behind the Wall Street Journal's highly successful online video strategy and implementation.
As Rahul explains, the Journal is now producing 150 hours of video per month, delivering 50 million streams across 35 different platforms. Content is created from every one of its international bureaus, which is released and promoted on a 24-hour cycle to match audience interests.
From an ad sales perspective, Rahul details how video is now part of a holistic go-to-market approach which advertisers are responding to. Inventory has been sold out for a long time and CPM are still rising and are very strong (Rahul would only share the numbers with me privately, but they are eye-popping).