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Monday, November 24, 2014

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VideoNuze Analysis

  • Eyeview Raises Another $15 Million in Hot Video Ad Tech Space

    Video ad tech is a very hot space currently with lots of deals and financings, with the latest being Eyeview, which this morning announced a $15 million financing from existing investor Marker LLC. The new funds bring to $34.5 million the total amount the company has raised.

    Eyeview describes itself as "fusing the effectiveness of TV video branding with the efficiencies of digital personalization." It does this by taking a standard TV ad or other video creative and dynamically customizing it to target individual viewers. The customizations can vary by things like specific advertiser offers, geography, viewer behavior, weather conditions, calendar events, etc. Basically any type of trigger that would help to drive engagement and take the video ad experience far beyond what's typical on TV.

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  • VideoNuze Podcast #250 - Sports are Driving TV Everywhere Adoption; Yahoo Acquires BrightRoll

    I'm pleased to present the 250th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    (Programming note - While we were quite tempted to add our voices to this week's raging net neutrality debate, we decided to pass, on the assumption that listeners are likely fatigued. But if you'd like us to do an episode on net neutrality, please let us know.)

    Instead, we start this week with FreeWheel's newly-released Q3 '14 Video Monetization Report (VMR), and specifically how sports are playing a big role driving TV Everywhere's adoption. As Colin wrote, a whopping  82% of live online video ad views are now tied to sports content. Live video ads themselves grew by 214% year-over-year and now account for 21% of all video ad views for programmers.

    This is critical because it's increasingly clear that sports are going to play a pivotal role in broader TVE adoption. Colin will be moderating a session at VideoSchmooze on Dec. 4th that will dive deep into the subject with FreeWheel's Brian Dutt, who oversees the VMR, along with executives from Comcast, NBCU and Fox Sports. The session is a key part of our jam-packed VideoSchmooze program.

    We then discuss Yahoo's acquisition of video ad platform BrightRoll for $640 million cash. As I wrote earlier this week, the deal is the latest in a string of video ad tech acquisitions, fueled by the market's growing acknowledgement of online/mobile video advertising's growing importance. We also dig into what the deal means for Yahoo.  

    Listen in to learn more!


    Click here to listen to the podcast (20 minutes, 41 seconds)

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    The VideoNuze podcast is also available in iTunes...subscribe today!

     
  • Early Bird Discount for VideoSchmooze Expires Soon - Sign-Up Now to Save and Win a TiVo

    The early bird discount for the Dec. 4th VideoSchmooze: Online Video Leadership Forum in NYC expires next week.  Early bird tickets are $95, with 5-packs for $430 and 10-packs for $760. As an extra motivator to sign up early, all early bird registrants will be entered to win a TiVo Roamio Plus DVR with Lifetime service, a $1,000 value, generously provided by TiVo.

    To say there's a lot going on in the video world these days would be quite an understatement. At VideoSchmooze we'll tackling some of the hottest topics - cord-cutting, SVOD eroding linear TV viewing, online video advertising, sports and TV Everywhere, online originals' impact, the role of data, the rise of connected/mobile devices, millennials' viewing behaviors, new OTT initiatives, best practices, and lots more.

    I'm especially excited about our all-star group of speakers and moderators, who will be sharing their insights. In particular, on the opening session, Dounia Turrill, SVP, Client Insights at Nielsen, will be sharing new Q3 '14 Cross-Platform data and Bruce Leichtman, president of Leichtman Research Group, will be providing an update on Q3 pay-TV video and broadband subscribers. No doubt they'll debunk some myths and shed new light on market conditions.

    I'm grateful to the Lead sponsors of this VideoSchmooze, Brightcove and Kaltura plus Branding sponsors Digitalsmiths, FreeWheel and Tremor Video, all of which will have executives attending and participating.



    With so much happening these days, I expect this will be the highest-impact VideoSchmooze yet. If you're in the video industry and need to really understand the landscape, I highly recommend you join us for this superb morning of learning and networking!

    REGISTER NOW AND SAVE!

     
  • thePlatform Launches mpx Replay to Bring Linear Channels to Multiple Screens

    TV networks around the world are scrambling to deliver their content to multiple screens as viewer behavior continues to shift from scheduled to time-shifted/on-demand. But doing so efficiently is complicated by disparate systems required to set and reset viewing and ad policies. To streamline this process, thePlatform is launching mpx Replay today, which gives TV networks the tools to quickly make available programs for catch-up and start-over viewing across screens.

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  • thePlatform full banner - 9-13-14
  • Yahoo Acquires BrightRoll As Big Media Embraces Programmatic Video Advertising

    Late yesterday Yahoo announced it's acquiring video ad platform BrightRoll for $640 million cash. The deal had been rumored for a while and is the latest in a consolidation trend in the video ad tech space (and larger online video space) over the past year. By my count, since the start of 2014, there have been over 20 different online video acquisitions in the U.S. alone, spanning ad tech, content creation, distribution, search/discovery and mobile.

    The BrightRoll deal instantly makes Yahoo one of the leading players in programmatic video advertising, a significant growth area in the industry. Yahoo joins other big media companies that have also entered the programmatic video ad space via acquisition (e.g. Facebook with LiveRail, AOL with Adap.tv, RTL Group with SpotXchange, etc.). With all of these companies now emphasizing programmatic, growth will surely accelerate further.

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  • Altitude Digital - full banner - 11-19-14
  • Perspective What's this? Fusing the Effectiveness Of Video With The Efficiency of Digital Personalization

    It's apparent that the long-awaited convergence of TV and digital video is happening. From consumer adoption of connected TVs, increasing preference for cross-screen content and decisions from major brands to move ad budgets online, it's easy to view 2014 as the launch pad for digital video's rise.

    The challenge ahead is to fuse the effectiveness of video branding with the efficiencies of digital personalization. The first milestone will - of course - be measurement. The digital video market today primarily measures digital video advertising with the same metrics as traditional TV ads. Even today, in an environment in which digital has proven its power, most online video ads are un-personalized TV spots measured by the TV metrics of reach or gross ratings points (GRP).

    This approach doesn’t take advantage of today's more precise measurement techniques. While reach and overall awareness are important, brands can now look directly at performance metrics that drive purchase activities, such as product research, lead generation, in-store foot traffic and offline sales.

    Eyeview, the leading personalized video advertising platform, recently hosted its second "Beyond Impressions" event at New York City's Gansevoort Hotel. Focusing on the main challenges and trends in digital video, industry experts from Land Rover, Media Storm, Macy’s, Mercedes-Benz, Nielsen and others came together to share thoughts on digital advertising best practices and predictions for the future.

    A common thread throughout was that advertisers everywhere must reset their thinking and throw out antiquated, TV-based approaches if we are ever to take full advantage of the full power that digital tools offer. Here are a few major discussion points and takeaways from the event.

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  • Akamai - full banner - 9-17-14
  • Obama Proposes Regulating Broadband as a Utility

    This morning President Obama made his strongest endorsement yet for net neutrality, releasing a statement and video (see below) explicitly endorsing the reclassification of broadband services under Title II of the Communications Act, effectively regulating broadband as a utility (note, the change isn't Obama's to make, it's the FCC's, which is an independent agency).

    If the FCC did make the change it would be the most significant update to broadband regulatory policy since 2002 when broadband was classified under Title I as a lightly regulated "information service." The change to Title II would mean broadband ISPs would have to adhere to regulations dating back to 1934. In one bit of good news for ISPs, Obama specifically said rates should be excluded from Title II regulation (which means usage-based pricing could still be implemented). Any proposed change is guaranteed to be challenged in the courts by ISPs.

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  • Altitude Digital - full banner - 11-19-14
  • VideoNuze Podcast #249 - Is SVOD Finally Biting Into TV Ratings and Advertising?

    I'm pleased to present the 249th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    This week we tackle a topic that has gained a lot of recent attention - whether SVOD services (e.g. Netflix, Amazon, Hulu, etc.) are starting to bite into broadcast and cable TV networks' ratings and advertising revenues. The mantra from TV network executives and their studio brethren over the past few years has been that SVOD licensing revenue was purely incremental to their ad revenue.

    But a slew of Q3 data, including large declines in C3 viewing (especially among under 49 year-olds), flat-to-down TV ad revenues being reported by TV networks and excellent new analysis from researchers at Bernstein, MoffettNathanson and elsewhere suggest that we may actually be at the beginning of structural audience shift from linear/TV to SVOD, with TV advertising dollars leaking over to digital and online video.

    This would obviously be significant new challenge for TV networks/studios, all the more so because their own content licensing deals are the key enabler of SVOD services' appeal in the first place - and thus the shift.

    It's a fascinating topic with many long-term implications…listen in to learn more!

    (And note, we will dig deep into this topic at the Dec. 4th VideoSchmooze NYC in our opening session with Nielsen's SVP, Client Insights Dounia Turrill and Leichtman Research Group's President and Principal Analyst Bruce Leichtman. Register now to save and to win a TiVo Roamio Plus with Lifetime service!)




    Click here to listen to the podcast (22 minutes, 46 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!