Ad tech provider Jivox has announced a series of updates to its Jivox IQ platform, streamlining workflows for advertisers to create/deliver dynamic ads in programmatic environments. The end goal is for viewers to experience more personalized, relevant ads, based on data that will drive higher engagement. Jivox's founder and CEO Diaz Nesamoney recently briefed me on the updates.
Jivox has redesigned its ad creation environment as Dynamic Ad Studio based on technology it calls "Dynamic Canvas." Instead of using code templates, the technology uses dynamic ad components so assets can be resized, depending on where the ads are delivered. This also reduces the ads' weight for improved loading.
More evidence that video advertisers are embracing multiscreen strategies: Videology reports that in Q1 '15, 58% of all campaigns on its platform ran on more than one screen, up from just 17% in Q1 '14. Almost half (46%) of campaigns ran on Desktop/Mobile/OTT, vs. 40% on desktop only.
The most popular campaign objectives remained view-through rate and click-through rate, followed by audience verification and viewable rate. Another big shift was that 89% of campaigns ran on VPAID inventory in Q1 '15, up from 52% in Q1 '14. Videology believes this reflects brands' increased appetite for interactivity, creativity and measurability not possible in the VAST format.
Don't miss out on a chance to win a 55-inch TCL Roku TV by registering early for the 5th annual VideoNuze Online Video Ad Summit on Tuesday, June 16th in NYC.
Yesterday's Verizon-AOL deal was yet another reminder of how online video advertising and the ad tech that supports it have moved to center stage in the media industry. To learn more about why, our Video Ad Summit sessions will cover the convergence of TV and video advertising, programmatic from both the buyers' and publishers' sides, how video monetization is being modernized from both the buyers' and publishers' side, mobile video, connected TVs, the NewFronts/Upfronts, viewability and online video ad innovation.
The program features key industry thought-leaders like Kris Magel (Chief Investment Officer, Initiative), Adam Shlachter (Chief Investment Officer, Digitas), Julian Zilberbrand (EVP, Zenith Optimedia), Jackie Kulesza (EVP, Starcom), Neeraj Khemlani (Co-President, Hearst Entertainment & Syndication), Ron Amram (Sr. Media Director, Heineken), Mike Berkley (Head of Product, Viacom), plus many more.
If you need to understand what's really happening with online video advertising then the Ad Summit will be a must-attend day of learning and networking with executives from brands, agencies, content providers, technology companies and others in the ecosystem. Last year's Ad Summit drew over 420 attendees and featured 40+ speakers.
Learn more and register now!
There is a tragedy of the commons brewing in the online ecosystem. While online consumers dislike online ads enough to deploy ad blockers at an exponential rate, the vast majority of publishers rely on ads to bring content to these same users for free. If ad blocking software adoption continues to grow, what will the true cost be for each party?
We all get it - ads can detract from the user's experience. Tivo and DVRs gave television viewers a way to circumvent advertising through "ad zapping." As consumer behaviors shift to online, ad blockers have now given internet users a similar option. They simply stop requests to specified ad servers or restrict certain page elements from loading onto sites. Unless an ad meets certain criteria or the publisher pays for their site to be "whitelisted," the ad is blocked from the end-user. This includes pre-roll, mid-rolls, interstitials and any ads that are deemed non-static.
Topics: Altitude Digital
Verizon's surprise $4.4 billion acquisition of AOL, looks like mostly a bet on video, mobile, and programmatic, with content likely the odd man out.
The deal gives Verizon a bigger play in 3 of the biggest trends in the media business - the explosion of personalized, on-demand video viewership, the massive adoption of mobile lifestyles via smartphones, and the shift to automated, data-driven ad buying through programmatic platforms. AOL has been pursuing all of these over the past few years through internal growth and acquisitions.
U.S. pay-TV operators lost 31K video subscribers in Q1 '15, compared to a gain of 271K in Q1 '14, according to analysts MoffettNathanson. The loss was the first time the industry has ever lost subscribers in a first quarter, and signals an acceleration of cord-cutting (or cord-nevering, since it's hard to pull the two apart), contributing to a .5% industry contraction over the past 4 quarters (461K subscribers).
MoffettNathanson has always tried to put pay-TV results in context with both occupied housing net additions and new household net additions. In Q1, the former declined by 407K, but the latter increased by 1.3 million, suggesting around 900K households were added in the U.S. Despite the gain the industry still lost subscribers.
I'm pleased to present the 272nd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
At INTX (the re-branded Cable Show) in Chicago this week, Comcast announced a blizzard of innovation, showcasing how its heavy technology investments are resulting in new products and features (see here and here for roundup). In today's podcast, Colin and I discuss the range of announcements Comcast made, which impact its video, broadband and home services.
Importantly, Comcast also announced a new "customer experience transformation" plan, which includes the hiring of 5,500 new customer and technical service staff. The renewed emphasis on customer experience is ironic, because, as I asserted on Monday, had the company done this 5 years ago, and transformed itself into a "most admired" company, it may well have gotten approval for the Time Warner Cable deal. NCTA head Michael Powell seemed to agree with my assessment.
Colin attended INTX and also shares thoughts on his session and broader trends of how pay-TV operators are evolving into broadband service providers and how OTT services fit in. For example, Comcast revealed this week that it now has more broadband subscribers than video subscribers, an important milestone for the industry.
Listen in to learn more!
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The post-cable era is upon us. At INTX this week, key industry players discussed the trends that have ushered in this new age. Consumers are no longer tethered to living room TVs and set-top boxes. Technology that was once proprietary and took years to deploy is now virtualized, able to scale quickly, anywhere. Traditional video delivery is under pressure from over-the-top (OTT).
Also consider the now global nature of competition and sizable price tags accompanying the biggest content deals. Netflix says it will expand into 200 countries within two years as it spends more than $3B per year on content. ESPN is shoring up rights to popular worldwide content like the Cricket World Cup and the Indian Premier League games via the Web, without requiring a cable package. Liberty Global is spending $2.5B per year on content as it continues to eye expansion in worldwide markets.
Categories: Cable TV Operators
Topics: IBB Consulting