Cisco has released the latest version of its Mobile Visual Networking Index, now forecasting that video will account for 78% of all mobile data traffic by 2021, increasing in volume by 9x since 2016 when it accounted for 60% of mobile traffic.
The new target updates Cisco’s previous mobile video bullishness; in 2015 Cisco forecast that mobile video would account for 72% of all mobile traffic by 2019. Overall, Cisco is forecasting that 38 out of the 49 exabytes per month that will cross mobile networks in 2021 will be video.
Categories: Mobile Video
Supply-side platforms (SSPs) love to tout unique and premium video inventory. The reality is premium video inventory is scarce, and unique premium video inventory is even more rare.
To put it another way, “if you’re a content company and you’re not Facebook, Google, and Snapchat, you’re in the niche ad business,” said Meredith Kopit Levien, EVP and CRO of The New York Times. The good news: Scarcity is a good thing.
Here in Boston, our blood pressure is still racing over the unbelievable result of last night’s Super Bowl. The odds of a 25-point comeback with just over a quarter to play are incalculably long. But Patriots fans aren’t the only ones rejoicing this morning; no doubt there’s also euphoria at the NFL’s offices as last night’s game proved once again how riveting professional football can be.
However, the exhilarating Super Bowl cannot fully mask the fact that from a TV audience perspective, this was a season the NFL would just as soon forget. Last Friday MoffettNathanson shared their tally of the final numbers: compared to 2015, overall regular season 2016 TV viewership was down 9% and first 3 weeks of post-season was down 6%. Monday night football was down 13%, Sunday night down 11% and Thursday night down 9%. Compared to 2014, overall regular season was down 7% and ESPN Monday night football was down 15%.
I’m pleased to present the 356th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we explore the concept of “TV as an app,” which represents a paradigm shift in how TV is accessed by viewers. Of course the rise of Netflix, Amazon, Hulu and others has paved the way for app-based viewing, but an entire TV lineup being delivered via an app to a connected TV device is still a significant change from conventional set-top box-based viewing.
“TV as an app” got a boost this week with Comcast’s beta release of the Xfinity TV app for Roku. I’ve given it an initial try and provide some observations. In addition, Colin was moderating a panel on video apps this week and shares further insights he heard.
We then shift focus to this Sunday’s Super Bowl, which will once again feature multiple free streaming options as well as localized dynamic ad insertion in the streams, which is a first. I’m keeping an eye on the ads to see if they offer any meaningful viewer engagement.
Listen in to learn more!
Click here to listen to the podcast (23 minutes, 8 seconds)
This Sunday’s Super Bowl will once again be a showcase for great football and for compelling, creative advertising. As always, advertisers will be spending big to be in the game as the rate for a 30-second spot is approximately $5 million. Add in the cost of producing the ad and pre-promoting it, and the Super Bowl is easily the biggest single advertising investment a marketer makes.
While the Super Bowl ads will no doubt entertain and move us, the bigger question is, will they engage us? Will they spur us do something beyond saying “Wow, that was cool!” before we shift our attention to the next ad or back to the game?
Topics: Super Bowl
America’s broadcasting and cable companies have a rich history of creating great content and delivering large audiences that advertisers covet. They also perfected a direct sales supply and demand business model that has, for the most part, survived the digital invasion. But things have changed…
Digital disruption has rippled across the media landscape for over two decades now, and while television has fared better than their print media counterparts, accelerated disruption from Facebook and others is now hitting video publishers harder than ever. Much of the disruption falls into three categories:
Many analysts will be looking past Facebook’s Q4 ’16 earnings, which will be reported later today, for reassuring signs of how the company will continue its blazing revenue growth in 2017 and beyond. Over the past couple years, there has been no other company (except possibly Google and Apple) that has benefited financially more from the shift to mobile lifestyles.
Facebook’s 1.8 billion monthly active users in Q3 ’16 were 93% mobile. And 97% of the company’s $7 billion in Q3 ’16 revenue, which was up 56% vs. Q3 ’15, was advertising-based. Clearly Facebook has become a mobile advertising machine.
But trees don’t grow to the sky; the number of global mobile users is slowing and Facebook’s ability to include more ads in users’ newsfeeds is reaching its limit. As a result, Facebook has messaged that revenue growth will soften. Clearly Facebook needs a next act, and so over the past 6-9 months Facebook executives, including CEO and founder Mark Zuckerberg, have repeatedly signaled that the company intends to be “video-first.”
Comcast has announced that its Xfinity TV app is now available for beta use on certain Roku streaming devices and Roku TVs, with broad rollout planned for later this year. The partnership was initially unveiled in April, 2016. The Xfinity app for Roku is the first deployment of the Xfinity TV Partner Program, which Samsung also joined.
The “TV as an app” model means that Comcast subscribers will be able to get full access to linear and on-demand content plus DVR functionality via Roku, without having to take a Comcast set-top box, a first for the cable company. Comcast has positioned the Xfinity TV app on connected devices as beneficial for subscribers who want choices in how they access their subscriptions. The screen shot below shows a clean implementation reminiscent of what Comcast X1 users already see.