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Sunday, December 21, 2014

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Analysis for 'Advertising'

  • VideoNuze Podcast #254 - The Top 10 Online Video Stories of 2014

    I'm pleased to present the 254th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    As is our custom for the final podcast of the year, today Colin and I discuss our top 10 online video stories of 2014. Needless to say, it was an incredibly busy year for online video, making it quite a challenge to narrow our list to just 10 top stories. If you disagree with any of our choices, then as always, we welcome your feedback.

    Stepping back and reviewing the list, I think there's an argument to be made that when observers look back 10-20 years from now, 2014 could well be viewed as the big turning point for online video - the year when all of the critical pieces to online video becoming a completely mainstream experience fell into place. These pieces include viewer acceptance, burgeoning content, robust monetization, wide deployment of connected devices and mobility. At a minimum, buckle up, because the stage has been set for a huge 2015.

    Colin and I would like to thank all of our listeners for tuning into our podcast this year, and wish all of you happy holidays!


    Click here to listen to the podcast (26 minutes, 39 seconds)

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

     
  • VideoSchmooze [VIDEO] - Best Practices for Great Video User Experiences

    One of the highlights of the recent VideoSchmooze: Online Video Leadership Forum was the Best Practices in Video User Experiences session, which featured Mike Green (Brightcove), Anne Hunter (comScore), Paul Marcum (Bloomberg) and Steve Minichini (Assembly), with Jesse Redniss (BRaVe Ventures) expertly moderating.

    The session included discussion of how viewers' video use cases vary by device (e.g. day-parting, information vs. entertainment content, etc.), the role of custom video in driving engagement, the effectiveness of auto-play video and ads (by Facebook and other content providers), how to combat bots/fraudulent traffic (estimated at 36% of all ads by comScore), appropriate buying criteria for video ads (GRP/reach, engagement, etc.) and lots more!

    The full session video is included below.

    Watch the video now

     
  • VideoSchmooze [VIDEO] - Nielsen and LRG Analysts Dispel Video Myths

    Below is the full video of the opening season at the recent VideoSchmooze: Online Video Leadership Forum, featuring Dounia Turrill, SVP, Client Insights, Nielsen and Bruce Leichtman, President and Principal Analyst, Leichtman Research Group, with me moderating. It was a fascinating session with Bruce and Dounia dispelling many of the myths around the changing video landscape, while zeroing in on the trends that matter most.

    Among the topics we explored were cord-cutting and pay-TV seasonality, how SVOD is substituting for linear TV viewing, how Netflix is penetrated across different demographics, whether CBS All Access and HBO OTT will succeed, why too much attention is paid to millennials' viewing habits, why TV Everywhere is being marketed incorrectly, and how ad dollars are shifting from TV to online video, plus others.

    Watch the video now

     
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  • VideoNuze Podcast #252 - 4 Key Takeaways from VideoSchmooze

    I'm pleased to present the 252nd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    Colin and I recorded the podcast shoulder-to-shoulder in NYC, where we were both at VideoSchmooze on Thursday. There were many great insights from panelists throughout the morning and we share 4 quick takeaways on this week's podcast. (Note, I'll be posting all session videos over the next couple of weeks.)

    Our takeaways include discussion around Nielsen's new Total Audience report, which showed a decline of linear TV viewing across all age groups, most particularly among 18-24 year-olds; funding of high-quality online originals; a data point shared by comScore's Anne Hunter, that 36% of online video ad impressions are by bots, not humans; and last, the rise of autoplay video content, driven by Facebook.

    Listen in to learn more!

    Click here to listen to the podcast (21 minutes, 27 seconds)


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

     
  • BlackArrow Lands In Europe With Virgin Media

    Video ad technology provider BlackArrow has announced Virgin Media as its first European customer, signaling a broader international expansion starting in 2015. BlackArrow will be powering dynamic ad insertion on Virgin's VOD TV platform and its Virgin Anywhere multi-screen service. Virgin, which was acquired by Liberty Global last year for approximately $16 billion, has deployed its digital TV service to 5.3 million screens in the UK.

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  • Research: TV Networks' Viewership Continues Falling, With Structural Shift to SVOD Looming

    Bernstein Research has introduced a new weekly tracking report analyzing ad-supported U.S. TV networks' viewership on a year-over-year basis. The first version, released today, shows that for the week of November 10-16, audiences fell again across the board: down 8% for cable networks, 9% for broadcast and 17% for kids-oriented networks specifically. The declines were similar on a quarter-to-date basis as well.

    Bernstein has previously calculated that ad-supported TV networks' audiences declined by around 13 minutes per day in Q3, while SVOD viewership increased by around 12 minutes per day, making SVOD the dominant driver of the TV networks' audience erosion.

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  • VideoNuze Podcast #251 - Nielsen to Measure SVOD; OTT Initiatives in Europe

    I'm pleased to present the 251st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    First up this week we dig into Nielsen's new plan to measure viewership on SVOD services. Both Colin and I believe this holds a lot of potential for TV networks and studios, though we're cautious until we learn more about the data that is produced (for more, Nielsen's SVP, Client Insights Dounia Turrill will be speaking at the Dec. 4th VideoSchmooze and this will be a topic of discussion).

    We then transition to talking about specific OTT initiatives underway in Europe. Colin was in London this week attending a conference where he had a number of valuable conversations with broadcasters and pay-TV operators. He shares some specifics.

    (Apologies - our recording quality is a little shaky this week due to connection issues)

    Listen in to learn more!


    Click here to listen to the podcast (20 minutes, 34 seconds)

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

     
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  • 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)

    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!

     
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  • 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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  • 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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  • 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

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

     
  • Eyeview Releases Weather-Related Personalization Tool to Optimize Video Ads

    Online video ad platform Eyeview is now enabling advertisers to dynamically serve personalized video ads based on current weather conditions. The new "Eyeview Weather Tracker" monitors weather in an advertiser's target markets and based on this data, updates and delivers ads appropriate for the conditions.

    Weather Tracker is geared toward retailers, whose in-store traffic and sales are greatly affected by inclement weather. Eyeview cited data indicating that last winter's freezing cold and storms depressed Q1 retail sales, which in turn heavily contributed to a broader economic downturn in the quarter.

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  • Perspective What's this? Big Data is Bringing Opportunities to TV Network Advertising

    Data is changing network TV advertising sales in ways that rival previous industry shifts. Cross-platform advertising and audience measurement, advanced audience selling capabilities, and new campaign creative informed by big data insights are driving this change.

    The result? More opportunities to increase monetization of ad inventory, including working with advertisers and agencies to differentiate cross-platform campaigns, establishing a cohesive premium programmatic strategy, and developing original branded content tailored to resonate with target audience segments.

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  • Media, Finance and Automotive Brands Lead Online Video Advertising Adoption

    Media, finance and automotive brands continue to lead online video advertising adoption, according to new data from MediaRadar. In October, 2014 the product categories were first, second and third respectively, just as they were in October, 2013. MediaRadar found an increase in the number of brands placing online video ads in all 10 of the product categories it measures.

    continue reading on VideoNuze iQ

     
  • Report: Multiscreen Video Campaigns Surge to 35% of Total Campaigns

    Multiscreen video ad campaigns running on Videology's platform in the U.S. in Q3 '14 surged to 35% of total campaigns, up 59% from the 22% share multiscreen campaigns had in Q2 '14. Multiscreen includes campaigns running either on PC/mobile or PC/mobile/connected TV. Video ad campaigns running solely on PC dropped from 74% in Q2 '14 to 60% in Q3 '14.

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  • Pixability Introduces Programmatic Platform to Optimize YouTube Ads

    Advertising on YouTube offers a ton of potential, but remains a complicated endeavor, creating friction for prospective buyers. To simplify things, Pixability is introducing v3 of its platform, which aims to optimize YouTube TrueView ads by enabling programmatic management of AdWords for Video buying. Bettina Hein, Founder and CEO of Pixability and Andreas Goeldi, CTO, demo'd the new features for me, explaining how they create new value for YouTube advertisers.

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  • More Video Ad Tech Consolidation As Ooyala Acquires Videoplaza

    The video ad tech consolidation trend continues on, with the latest deal seeing Ooyala acquire London-based Videoplaza for an undisclosed sum. The deal comes just 2 months after Ooyala itself was acquired by the big Australian telecom provider Telstra, which was a previous investor. Jonathan Wilner, VP, Product at Ooyala, told me in an interview that these are just the first 2 steps in Telstra's broader ambition to help content providers better monetize their video, particularly by using data.

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  • Perspective What's this? Bring More Value to Native Advertising with Video

    The concept of native, sponsored, or 'advertorial' content is not new to digital audiences, but when it comes to native video content, many publishers struggle to get beyond one-off executions. A recent Mixpo survey found 53% of publishers already offer a native advertising solution and 74% of respondents believe it is extremely or somewhat important to have a native product offering.

    The opportunity lies in the execution: 47% of those marketers indicated they were unsatisfied with their ability to distribute native content. "Marketers want to spend money in this channel," says Rob Rasko, CEO of the consultancy 614 Group. "If publishers give them what they’re looking for, they’ll grow their revenue."

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  • Videoplaza Launches Konnect, A Supply Side Programmatic Ad Platform

    London-based video ad tech provider Videoplaza has launched Konnect, a supply side programmatic platform intended for broadcasters and other premium content providers. Currently, over 50% of European broadcasters use Videoplaza's Karbon video ad serving platform, so the move into programmatic is a natural extension for the company.

    In fact, Videoplaza's CEO and founder Sorosh Tavakoli told me that broadcaster customers have been asking for the company to enter the programmatic space. Sorosh said they're motivated to work with software providers that are already integrated with existing workflows and which offer enterprise level customer service plus full transparency and control. Sorosh believes all of these are Videoplaza differentiators vs. competitors.

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