As devices continue to proliferate, reaching viewers across multiple screens is becoming an imperative for advertisers. At the recent Video Ad Summit, one of our sessions focused on how advertisers are beginning to do this and what challenges remain. Participants included Larry Adams (Mindshare), Josh Chasin (comScore), Rob Holmes (Comcast), Chuck Parker (Brightcove), Katie Seitz (Tremor), with moderator Jeff Lanctot (Mixpo).
There's a ton of activity in programmatic ad buying against online video, which is now starting to reach TV inventory as well. In a session at the recent Video Ad Summit, Chris Smith, VP, Emerging Media at Turn and John Holmes, Partner at Sq1, explained how they are beginning to automate TV ad buying using programmatic tools and based on users' digital behaviors.
Chris and John presented 3 short case studies demonstrating how this works with cable and satellite operators, along with some of the results. While they both admit it's still very early days for programmatic TV, it's clearly a trend that's starting to develop.
Here's a great example of how convoluted the media ecosystem has become: if you visit NYTimes.com today, you'll notice that upstart Vice News has taken over the masthead ad position. I check NYTimes.com every day and this is the first time I've noticed the Vice News ad though it's possible it has run previously. Vice News positions itself as "an international news organization created by and for a connected generation" and still carries a "beta" label.
The ad itself runs a series of protest scenes from what looks like Ukraine, with periodic statements interspersed like "You go to both sides of the front line," "Look beyond the headlines," "Follow the story wherever it leads" and "Don't just watch the news." Clicking "Watch Now" starts a loop with similar scenes and statements. There is a click through to the Vice News site on YouTube and ability to subscribe (the counter shows 588,220 subscribers so far).
A new survey by rich media ad provider Jivox has found that 75% of advertisers are running multi-screen ad campaigns, with 83% of the remainder planning to do so in 2014. The top reason for not currently running multi-screen campaigns, cited by 51% of respondents, was lack of technology. The survey included 130 executives at leading ad agencies.
Bright House Networks, the sixth largest cable TV operator in the US, with 2.5 million subscribers, has announced that will use BlackArrow for dynamic video ad insertion (DAI) for on-demand and multi-screen delivery. As viewers continue to embrace both VOD and myriad viewing devices - and operators make more content and TV Everywhere options available - effectively monetizing these streams is becoming more and more essential.
One of the highlights of the recent Video Ad Summit was a session including Jackie Kulesza, SVP, Director, Video, Starcom MediaVest and Adam Shlachter, Head of Media Activation, Digitas LBi, focused on the NewFronts, Upfronts and future of video ad budgets. The discussion was driven by Jim Nail, Principal Analyst at Forrester Research.
Adam and Jackie provided a wealth of insights into how video ad buying has evolved at their agencies and how they believe the market will work down the road. They provide perspectives on the NewFronts, where video ad budgets are being sourced from, how clients' strategies are changing and much more. For anyone looking for the agency perspective on online video advertising, it's a very worthwhile 35 minutes.
At last month's Video Ad Summit, mobile video was a big topic of conversation. Kicking off the day, eMarketer's principal analyst, David Hallerman, walked the audience through his firm's online video ad forecast, including the mobile component, which it estimates will quadruple to $5.44 billion by 2018, over 44% of of total online video ad spending (the full forecast is available for complimentary download here).
Later in the day, Jim Spencer, president and founder of Newsy (an ad-supported mobile video news app acquired earlier this year by E.W. Scripps) led a spirited panel on how media and technology companies are keeping up with mobile video's surging adoption. Joining him on the session were Ashish Chordia (founder & CEO, Alphonso), Jason Krebs (head of sales, Maker Studios), Rebecca Paoletti (CEO and co-founder, CakeWorks LLC) and Canaan Schladale-Zink (VP, Sales North America, Sizmek).
Videos of each of the sessions follow below.
Watching online video on connected TVs is now completely mainstream, as evidenced by Hulu noting that 62% of its views are on connected TVs. This powerful trend makes delivering immersive HTML5 video ad experiences to connected TVs and pay-TV set-top boxes an imperative for advertisers to accomplish their reach and frequency goals.
At the recent Video Ad Summit, Active Video demo'd how they're solving this problem, by rendering ads in the cloud and then delivering them - with full interactivity - to any type of set-top box. In the demo, ads from American Express and L'Oreal illustrate how it works. The Active Video presentation followed one by Quiznos, showcasing their "Toasty.TV" campaign, which would be a perfect fit for a living room experience.
Nielsen is touting momentum for its mobile Online Campaign Ratings (OCR), citing adoption by over 20 different agencies, content providers and video ad platforms including Adap.tv, AdColony, BrightRoll, Collective, Defy Media, Digitas LBi, Drawbridge, Evolve Media, Freewheel, GroupM, Innovid, LiveRail, Lotame, Rocket Fuel, Rhythm NewMedia, Torrential, Tremor Video, TubeMogul, Twitch, Vdopia, Verve, Videology and YuMe.
One of our early sessions at the recent Video Ad Summit was "TV is Video, But is Video TV?" which included Doug Knopper (Co-CEO, FreeWheel), Peter Naylor (SVP, Ad Sales, Hulu), Fred Santarpia (EVP, Chief Digital Officer, Conde Nast Entertainment) and Dan Suratt (EVP, Digital Media and Business Development, A+E Networks), with me moderating.
The question is highly relevant as it influences how ad spending will evolve and how pay-TV's value proposition will be perceived given the proliferation of online originals. Our panelists offer a range of perspectives, with some consensus that if it's long-form, high-quality, rights-managed and brand-safe online video, there's no practical difference vs. TV. One data point that Peter shares - that 62% of Hulu's content is now viewed on connected TV devices - underscores how mainstream online video viewing has become.
After a short medical leave last week, I'm back in the saddle and have many new videos to share of last month's Video Ad Summit. One of our morning case studies focused on Land Rover and how online video advertising can be used for "mid-funnel" success - combining the best of video's branding reach with the potential of direct-response advertising's lead generation.
I'm pleased to present the 234th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we touch on a few different topics that caught our attention, including Yahoo's deal to pick up another season of "Community," after NBC dropped it (plus we discuss Yahoo's other video moves). Then we turn to CBS's research head's reveal that the network generates up to 20% more revenue per viewer online than on TV.
We also review whether HBO premiering the first episode of its new series "The Leftovers" on Yahoo (plus similar efforts by other premium networks) will succeed. Finally, we're both impressed with Jerry Seinfeld's new Acura ads and how they blur the lines between content and advertising. Seinfeld is a huge online video enthusiast as I noted earlier this year.
Listen in to learn more!
Click here to listen to the podcast (18 minutes, 41 seconds)
Last week's Video Ad Summit program included two sessions on programmatic video advertising, one of the biggest trends in the business today. The morning session focused on the buy/agency side and included executives from Harmelin Media, TubeMogul and Xaxis. The afternoon session focused on the sell/publisher side and included executives from Google, LiveRail, VEVO, Videology and Weather. Both were moderated by Ashley Swartz, CEO and founder of Furious Minds. Videos of both sessions are below.
eMarketer is forecasting that mobile video advertising will nearly quadruple in size from $1.44 billion in 2014 to $5.44 billion in 2018. The forecast is part of eMarketer's new "US Mobile Video Advertising 2014" report which eMarketer is offering for exclusive, complimentary download to VideoNuze readers.
At last week's VideoNuze Online Video Ad Summit, eMarketer's Principal Analyst David Hallerman previewed some of the data in his opening presentation. The session was video-recorded and will be available soon. In the meantime, Beet.tv interviewed David at the Ad Summit and I've embedded the video below.
Tomorrow's VideoNuze Online Video Advertising Summit promises to be a premier day of learning and networking for 400+ industry executives already registered. We have 45 industry leaders on 14 different sessions spanning all of the hottest online video ad industry topics (for more, see full program here). On a personal level, I'm looking forward to seeing lots of familiar industry colleagues and meeting many new ones.
For those that are unable to attend, plan to follow all of the action on Twitter at #VideoAdSummit, which will also be embedded on VideoNuze. For the first time, I'm bringing in a dedicated social media expert, Steve Safran, who will be tweeting all of the day's most important nuggets. In the past, when I've been unable to attend others' conferences I've wanted to, I've found that a high-impact twitter stream is the next best thing to being there. I hope you'll agree.
And, if you're still considering attending, I'm keeping registration open until 6pm tonight.
The Ad Summit is generously supported by 18 industry companies including Title Partners Tremor Video and ILoveVideo.tv/Castaclip; Premier Partner AOL, Headline Partners ActiveVideo, Alphonso, Brightcove, Eyeview, FreeWheel, LiveRail, Sizmek, TubeMogul, Turn and Videology plus Branding Partners Beachfront Media, Innovid, Mixpo, Optimatic and SpotXchange.
Learn more and register now!
In case you missed it, last Thursday Twitter acquired SnappyTV, a cloud-based video platform that allows content providers and brands to quickly create clips from live video and then distribute them through social media. It's a highly strategic deal for Twitter, further positioning the company to "win the moments that matter" for both audience and monetization.
"Win the moments that matter" is a phrase I first heard from YouTube executives a couple of years ago and it has great relevance for the Twitter-SnappyTV deal. The massive trends around mobile devices, social media, content syndication and video have created a sweet spot for TV networks and rights-holders to drive huge traffic spikes by making highly newsworthy moments readily available to fans.
The full program for the June 25th VideoNuze Online Video Advertising Summit in NYC is now complete, with 45 industry leaders set to appear on 14 different sessions that will cover all of the hottest online video ad industry topics (see full program here). If your business relies in any way on online video advertising's success, the Video Ad Summit is a highly-focused, must-attend day of learning.
With over 350 executives already registered to attend, the Video Ad Summit is also an excellent day of networking and business development. Registrants hail from throughout the ecosystem - ad agencies, brands, content providers, technologists, venture capitalists, journalists and others. With luck the weather will cooperate and we'll have lunch and end-of-day cocktails on the beautiful terrace, with spectacular views of the Empire State Building.
A few additional bonuses:
- All attendees will receive complimentary, exclusive access to eMarketer's new mobile video advertising report.
- All attendees will be able to drop their business card at ILoveVideo.tv's table-top to win an iPad Mini.
- All attendees are also registered for CEWeek's free exhibits and conferences.
- And all early bird registrants (you know who you are!) are eligible to win a 50-inch Samsung LED Smart TV and Roku Streaming Stick, provided by Innovid.
The Ad Summit is generously supported by 17 industry companies including Title Partners Tremor Video and ILoveVideo.tv/Castaclip; Premier Partner AOL, Headline Partners ActiveVideo, Brightcove, Eyeview, FreeWheel, LiveRail, Sizmek, TubeMogul, Turn and Videology plus Branding Partners Beachfront Media, Innovid, Mixpo, Optimatic and SpotXchange.
Learn more and register now!
Recently released data from online video ad platforms Videology and LiveRail reveal in-depth dynamics of the fast-moving online video ad industry.
First, in an analysis of 2.4 billion video impressions Videology delivered in Q1 '14, it found that 91% of advertisers bought video ads based on a guaranteed CPM (cost per impression), similar to how traditional TV advertising is bought. This was an increase of 6% vs. Q4 '13.
The desktop still dominates for online video ad campaigns, as 78% were for desktop-only, followed by 10% for desktop plus mobile, 6% for desktop/mobile/connected TV, 5% for mobile only and 1% for other connected TV. Videology found that 35% of campaign used some type of 3rd-party verification, including Nielsen's OCR or comScore's vCE.
I'm pleased to present the 230th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week found Colin at the BroadbandTV Con event in Santa Clara where he was impressed by the 2 keynotes, by Eric Berger, EVP, Digital Networks, Sony Pictures Television (Crackle) and Roy Sekoff, President and Co-Creator of HuffPost Live. Eric and Roy provided insights about their strategies and the audiences they're pursuing. Both services are highly successful in their own ways. Colin shares his observations, and compares and contrasts the two.
One commonality is that both services are free to viewers and ad-supported, which brings us to our next topic, PwC's growth forecast for online video advertising, which I covered this week. We dig into the details and other PwC numbers. Even though PwC projects video ad spending will more than double, to $6.8 billion in 2018, Colin actually believes the forecast is too conservative. He explains why and what would really impress him.
Listen in to learn more!
Click here to listen to the podcast (18 minutes, 29 seconds)
PwC released its Entertainment & Media Outlook for 2014-2018 yesterday, forecasting that online video advertising in the U.S. will hit nearly $6.8 billion in 2018, more than double the projected 2014 level of $3.3 billion.
PwC sees video advertising as achieving a 19.5% compound growth rate from 2013-2018, trailing only mobile Internet advertising, forecast at 22.1% CAGR. Video advertising's share of all wired Internet advertising is projected to jump from 8.7% in 2014 to 14.5% in 2018.