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Friday, February 27, 2015

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Analysis for 'Advertising'

  • Perspective What's this? It's Time to Measure the Real Value of Online Video

    With the ongoing dialogue surrounding measurement, brands are eager to embrace any metric that can help evaluate video content in today’s digital world.  

    However, most marketers are still using the number of video views as a key performance indicator to assess video initiatives – a method of measurement that is severely flawed.  Video views in a vacuum – or alone – are not only misleading but also potentially damaging when it conceals poorly performing content and drives wrong investment decisions.

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  • FreeWheel: TV Everywhere Viewing Up Over 4x Compared To A Year Ago

    More evidence of TV Everywhere's momentum today, as FreeWheel's Q4 2014 Video Monetization Report found that 56% of long-form and live ads were viewed via authentication. That's more than 4x greater than the 13% authentication rate for long-form content in Q4 '13. Total long-form viewing was up 43% in Q4 '14 vs. the prior year.

    The new data follows Comcast's news last week that 30% of its Xfinity TV subscribers use TV Everywhere monthly. (Note Comcast owns FreeWheel).

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  • VideoNuze Podcast #261 - TV Everywhere Advances, Linear TV Comes Online

    I'm pleased to present the 261st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. This week we return to the topic of TV Everywhere, which we've discussed on previous episodes. While TV Everywhere's challenges are well-understood, this week Comcast released encouraging adoption data, which we dig into.

    Comcast also announced it now offers over 70 linear networks via TVE, in addition to on-demand choices. Related, NBC said this week that it will offer authenticated access to its linear feed via its app, but only in its O&O markets. Colin notes that's a very different approach than CBS is using for linear, which is only available via its All-Access service that costs $5.99/month.

    Aside from improved content for TVE, Colin and I also observe that monetization is also improving, with technology providers BlackArrow and This Technology, as examples, recently sharing product updates on dynamic ad insertion (here and here).

    Listen in to learn more!



    Click here to listen to the podcast (21 minutes, 5 seconds)

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

     
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  • Tremor Video's DSP Chosen As Preferred Partner by Varick Media Management

    Varick Media Management, which specializes in programmatic ad buying, has chosen Tremor Video's demand side platform, powered by VideoHub, as its preferred partner for premium programmatic campaigns. Neeraj Kochhar, Managing Director of Buy-side Platforms at Tremor Video, told me that it's the first big agency that's been announced as a VideoHub DSP customer, though others are using the platform as well.

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  • Agencies Believe Targeting is By Far Most Valuable Benefit of Online Video Advertising

    BrightRoll has released findings from its 3rd annual U.S. ad agency survey, including among other things, that agencies believe targeting is by far the most valuable benefit of online video advertising. Cited by 56% of respondents, targeting alone exceeded all other benefits combined: reach (20%), price relative to TV (8%), other (8%), ad unit format (7%) and ability to reuse creative (2%).

    continue reading on VideoNuze iQ

     
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  • This Technology Receives Patent for Dynamic Ad Insertion

    Ad tech provider This Technology has been awarded a patent covering key dynamic ad insertion (DAI) functionality, the company has announced. The patent relates to "identifying dynamic ad inventory and defining attributes like ownership, length and interactivity, which are all critical requirements for targeted advertising delivery."

    That's a mouthful, and fortunately I spoke to This Technology's CEO Jeff Sherwin last week, who provided a plain-English explanation of why this is important.

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  • BlackArrow Powers Dynamic Ad Insertion on Connected and Mobile Devices for Time Warner Cable

    Once again demonstrating the rapidly blurring lines between online video and TV on-demand, ad tech provider BlackArrow has announced that it will be powering dynamic ad insertion (DAI) in on demand content viewed on connected and mobile devices by Time Warner Cable subscribers. BlackArrow has already supporting DAI for TWC in traditional set-top box VOD and linear streams over IP.

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  • Roundup of Super Bowl Data: Ad Viewing, Streaming and Social Activity

    Super Bowl XLIX will go into the books as one of the most exciting ever, full of unexpected twists and turns, right up until the last few seconds of the game. Importantly, the Super Bowl experience continues to change, with streaming, extended online ad viewing and social sharing. Below I've rounded up the most relevant data I could find about these trends. If I've missed anything, please let me know.

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  • VideoNuze Podcast #258 - Super Bowl Streaming

    I'm pleased to present the 258th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    Super Bowl Sunday is upon us. In today's podcast Colin and I first explore the huge role online video has had in driving up the value of Super Bowl ads, which NBC now approximates at $10 million per spot. But despite the ads' tens of millions of incremental online views, we're both still somewhat mystified why the ads don't place more value on viewer engagement, a topic I explored yesterday.

    We then turn our attention to NBC's plan to stream 11 hours of programming on Sunday (including the game) without any TV Everywhere style authentication.

    As Colin explains, "Super Stream Sunday" is correctly focused on educating viewers about TV Everywhere. But Colin notes one big drawback, which is that the game won't be available on smartphones, since Verizon has the exclusive mobile streaming rights. That means smartphone-wielding millennials could be disappointed.

    Listen in to learn more!



    Click here to listen to the podcast (19 minutes, 52 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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  • Now Valued At $10 Million Apiece, Super Bowl Ads Still Mostly Lack Engagement

    Yesterday, NBCU's EVP of Sales and Sales Marketing Seth Winter announced that all of this Sunday's Super Bowl on-air and online ad units are now sold out. At $4.4-$4.5 million for on-air spots, these are the most expensive Super Bowl ads ever. Winter also reiterated something he said a few weeks ago: he believes a 30-second Super Bowl ad really provides a $10 million value "because of all the incremental exposure that the creative receives on all the different social media platforms like YouTube or publicity."

    The comment resonated with me, because way back in 2007, in "On the Road to the $10 Million Super Bowl Ad," I suggested that eventually Super Bowl would in fact reach this level (note that NBC isn't selling the ads for $10 million - yet. It's only saying that's their value).

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  • Save the Date: 5th Annual VideoNuze Online Video Ad Summit on Tues., June 16th in NYC

    Please save the date for the 5th annual VideoNuze Online Video Advertising Summit, on Tuesday, June 16th, in NYC.

    Online video advertising is booming, and the Video Ad Summit has become the industry's top event for learning and networking. Over 425 decision-makers at agencies, brands, content providers, technology companies and others in the video ecosystem attended last year's Video Ad Summit which featured 18 sessions and 45 speakers. In addition, 18 of the industry's leading companies sponsored last year's event.

    With all of the industry's growth, I expect the 2015 event to be even bigger - jam-packed with thought-leader keynotes, panel discussions, fireside chats, presentations and tech demonstrations. Not only will we dig into the big opportunities, but we'll also have candid sessions on key challenges such as viewability, fraud, measurement and ROI. As always, you can expect a high-impact full-day program.

    The Video Ad Summit is moving to a more spacious venue in 2015 as well - the Time-Life Building's 8th floor conference center, conveniently located in midtown at 6th Avenue and 51st Street. Assuming the weather cooperates, we'll have lunch and cocktails outside on the terrace.

    The 2015 Video Ad Summit web site is coming soon. In the meantime, see LAST YEAR'S event web site for more background.

    If you'd like to learn more about speaking and sponsorship opportunities, please contact me!

     
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  • Perspective What's this? The Metric to Watch: Why Tracking Engagement Matters More than Views

    The growth of online video consumption is staggering, and continues to show no sign of slowing down. With YouTube and Facebook alone, well over five billion videos are watched every single day.

    Given the rapid growth, it’s no surprise that brands and advertisers have quickly adapted to using video ads as the means of reaching and connecting with consumers.  To measure their investment in these video ads, most advertisers are using the easiest and most simple way they know - counting video views - but the number of times a video was watched, whether partially or in its entirety, doesn’t actually mean much.  
Pre-roll is the most common way advertisers are buying video ads today. However, according to a study by research firm MetrixLab, 94% of viewers skip pre-roll ads.  For the few consumers who don't skip the ad, more often than not they are simply ignoring it. So how much weight should an advertiser place on the value of video views?

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  • Technology and Culture Are Critical to Driving Video Success

    Last week I attended AdExchanger's Industry Preview 2015 conference in NYC, a gathering of 500+ digital marketers. I attended mainly to gain insights about the larger digital marketing landscape, of which online video advertising is an increasingly important part for advertisers, content providers and technologists.

    While there was only one video-specific session, video weaved its way into a lot of what happened on-stage. One session in particular that generated numerous valuable video-related insights was titled, "This is Digital Publishing in 2015" and included Zazie Lucke (Head of Global Media Marketing, Bloomberg), Dao Nguyen (Publisher, BuzzFeed), Troy Young (President, Hearst Digital), Jon Steinberg (CEO, Daily Mail, North America) and was moderated by Wenda Harris Millard (President and COO, Medialink).

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  • YouTube Advertising Momentum Builds, As OpenSlate Unveils New Demographic Campaign Tools

    Not so long ago, content on YouTube was mostly user-generated, leaving advertisers uninterested. But now things have changed dramatically. Content has been professionalized by a vast range of independent creators, who are attracting huge audiences, especially among younger viewers. This was the key context for the 2014 surge in M&A activity among multichannel networks (MCNs) like Maker Studios, Fullscreen, AwesomenessTV, etc.).  

    In parallel, there have been significant innovations in how to monetize YouTube content. The latest is Outrigger Media's new OpenSlate demographic data, allowing advertisers improved targeting across 250K+ YouTube channels and Nielsen-backed audience guarantees in a program called "OpenSlate Select." The demo data complements OpenSlate's traditional "SlateScore" scoring of YouTube channels based on engagement and influence.

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  • VideoNuze Podcast #256 - Our 2015 Video Industry Predictions

    I'm pleased to present the 256th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    This week Colin and I share our predictions for the video industry in 2015. In addition, we look back at our predictions for 2014 and share how we did (yes, accountability!).

    Listen in to learn more!



    Click here to listen to the podcast (25 minutes, 38 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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  • Tremor Video Unveils Supply Side Platform With 40 Publishers

    Tremor Video has unveiled its video supply side platform, with 40 publishers on board, including existing customers USA TODAY Sports, Bonnier Corp. and Young Hollywood. The platform allows publishers to manage inventory on multiple devices, tapping into programmatic demand-side sources. Tremor's SSP also gives publishers the ability to create private marketplaces for specific advertisers.

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  • Perspective What's this? Report from CES: Advertisers Get Ready, Because Convergence is Here

    Making the long flight back from Las Vegas to London, I always have plenty of time to reflect on the Consumer Electronics Show when it’s over.  As usual, the level of innovation and the growth of consumer connectedness this year was staggering.  The sheer breadth and scale of the exhibition space makes it difficult to initially take it all in. Themes make themselves apparent slowly, trends and developments slowly reveal themselves as connections and commonality coalesce into patterns.

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  • Video Ad Platform Teads Raises $30 Million to Fuel Growth

    Video ad platform Teads has raised $30 million, half of which is an equity investment from existing investors Gimv, Partech, Elaia and BPI, with the other half in a mid-term line of credit from Bank of China, HSBC, BNPP and BPI. The new funds are intended to accelerate technology development and expand in the U.S. plus new areas including Brazil, Russia, South Korea and Japan.

    Teads is a supply side platform, which counts among its customers The Washington Post, Reuters, Forbes, The Telegraph, The Guardian and many others. Advertisers that have used Teads include AT&T, Cartier, Gucci, Microsoft, Nestle, P&G, Samsung and Volkswagen, among others.

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  • 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)

    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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  • 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

     
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