BrightRoll has released a new study, conducted by Nielsen, which concludes that mobile video advertising provides cost-effective incremental reach to TV advertising. Nielsen found the following incremental reach with mobile video ads in 4 verticals it studied: CPG (12.7%), Auto (11.9%), Telecom (9.5%) and Financial Services (9.9%).
Underlying the incremental reach benefit of mobile video is Nielsen's estimate that once a brand hits 60% or more of its target audience with TV advertising, there's a point of diminishing returns, making incremental reach very expensive.
Addressing a need for improved video advertising in mobile apps, Beachfront Media has released the latest version of its Beachfront.io video ad platform, including programmatic features such as real-time bidding for public marketplaces and support for private marketplaces. Advertisers will be able to bid on in-app mobile inventory only available via Beachfront.io.
Topics: Beachfront Media
Mobile video is on a roll, with multiple recent data sources indicating an explosion in usage. Now, with the introduction of the iPhone 6, mobile video's best days are likely still ahead. That means content providers must further refine their content development and distribution strategies for a more mobile-centric world.
This morning Apple said that it has sold over 10 million of the two new iPhones in their first 3 days of availability. No doubt this is the first of many record-breaking milestones for the new smartphones. Mobile video will benefit from both the iPhone 6 and 6 Plus as they are extremely video-friendly, with their larger, higher resolution "Retina HD" screens, faster processors and longer battery lives (they're also great video capture devices, but I'll save that angle for another day).
Categories: Mobile Video
Nielsen has released its Q2 '14 Cross-Platform Report, finding among other things, that online video viewing/day for Americans age 18-64 has doubled from an average of over 13 minutes in Q2 '12 to an average of over 27 minutes in Q2 '14. The 18-34 age group leads with 35 minutes/day in Q2 '14, followed by 35-49 year-olds (26 minutes/day) and 50-64 year-olds (19 minutes/day).
Despite the gains, TV viewing still dwarfs online viewing, and held up pretty well over the 2 year period. For 18-34 year-olds, TV viewing in Q2 '14 was 4 hours, 17 minutes (a 10 minute decline since Q2 '12), for 35-49 year-olds it was 4 hours, 57 minutes (an 8 minute decline) and for 50-64 year-olds TV viewing was 6 hours, 12 minutes (a 5 minute increase).
Categories: Mobile Video
After a 2 week hiatus while I was traveling in France, nScreenMedia's Colin Dixon and I are back with the 240th edition of our weekly podcast.
The NFL season is now officially underway and with the launch of the NFL Now app, the league is promising to deliver an unprecedented fan experience. Though it's still quite early, Colin and I discuss why NFL Now looks like a very smart move. We're especially impressed with how the NFL is threading the needle between preserving the value in its multi-billion dollar broadcast/cable TV deals while aggressively pursuing online/mobile opportunities. However, for watching live games online, we also note how convoluted the TV Everywhere experience will be this season.
Before we get to the NFL, Colin shares insights on a new report from Ericsson Consumer Lab, which found that OTT providers are surpassing pay-TV providers in customer satisfaction. Colin compares the data for four criteria - price, quality, mobility and content. I think the report is directionally correct, but question how valid it is to compare OTT services that cost around $8/month with pay-TV that can cost 10x this amount. It's worth noting another key takeaway from the report, which is that almost as many people now watch streaming video per week (75%), as watch scheduled broadcast TV (77%).
Listen in to learn more!
Click here to listen to the podcast (18 minutes, 23 seconds)
Video ad tech provider Mixpo has acquired ShopIgniter, a Portland, OR firm specializing in social and mobile advertising. Mixpo CEO Jeff Lanctot said the company concluded in a recent internal strategic review that in order for it to truly offer a best-in-class multiscreen video ad platform, it needed to improve its capabilities in mobile and social, which are increasingly intertwined.
Late last week, YuMe announced that it was implementing Nielsen's mobile Online Campaign Ratings (OCR) to support cross-screen video ad campaigns for clients Toyota and GSK. With Nielsen's mobile OCR, YuMe is able to measure audience segments by demographics, thereby improving its targeting capability across screens.
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.
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.
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.
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.
I'm pleased to present the 232nd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
The World Cup is in full swing and as many predicted beforehand, live-streaming is a crucial part of how fans are following the action. Colin notes that Akamai (which is responsible for a lot of the live-streaming globally), said that back in the 2010 World Cup, the peak bandwidth used was 1.4 terabits/second. Akamai was expecting that level to quadruple this year.
Sure enough, in current group play, the Brazil-Mexico game already almost reached that target, registering 4.59 Tbps. That level will surely be exceeded as play moves on to the knockout stage (in which Colin's beloved England is unlikely to be participating).
A key part of the World Cup's streaming success is due to the proliferation of mobile viewing devices, and we next discuss data Ooyala released this week revealing that mobile's share of online views increased from 3.4% in Q1 '12 to 21.5% in Q1 '14. Live-streaming in particular was a big-driver, and that's mainly sports. We dig into the details.
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 28 seconds)
More evidence this morning about mobile video's surging adoption: in its Q1 2014 Global Video Index, Ooyala found that 21.5% of all online video views occurred on mobile phones and tablets, up from just 3.4% in Q1 2012. In addition, in Ooyala's prior Q4 2013 report, it predicted that by end of 2015, 37% of all video viewing will be on mobile devices, and by the end of 2016 it would be up to half.
In today's connected world, a multi-channel strategy is an important area of focus and logical aspiration: Marketers looking to engage the uber-linked consumer base are hungry for the right recipe. Ad tech suppliers gear more of their development efforts to the cause each quarter, and agencies tout their growing multi-channel capabilities to deliver on its promise. We are believers in the potential to thread messages to consumers on various devices throughout the day via advanced campaign and creative capabilities.
Ooyala released its Q4 2013 Global Video Index, finding an increase of 719% in video viewing on mobile devices and tablets since Q4 2011 and 160% since Q4 2012. In December, 2013, mobile and tablet viewing accounted for 26% of time played, up from 18% in October. Based on current growth rates, Ooyala forecasts that by the end of 2015, 37% of all video viewing will be on mobile devices and tablets, and by the end of 2016, it will amount to fully half of all viewing.
Ooyala said that the proliferation of video-capable mobile devices and tablets, WiFi hotspots and new multi-screen services have led to rapid increases in mobile video usage. Somewhat surprisingly, more than half (53%) of mobile viewers’ time was spent watching video longer than 30 minutes in Q4, compared to 35% for tablet users. Additionally mobile video share of plays increased by 21% from Q3 to Q4 2013.
Categories: Mobile Video
Over half (52.4%) of pay-TV subscribers still don't know whether their provider offers an app that allows for tablet or smartphone-based viewing, according to Digitalsmiths' new Q4 '13 video trends report. The level is basically the same as the company's Q3 report. Just 21.6% of subscribers have downloaded their provider's app (up slightly from 19.6% in Q3), but almost 60% of those that have downloaded it use it either less than once per week or never.
Verizon Digital Media Services has unveiled research finding that 59% of millennials' video viewing is now done on-demand, with 41% on live TV. Online accounts for 34% of millennials' viewing, with DVR following at 15% and on-demand at 10%. Non-millennials have the opposite viewing pattern, with 59% of their viewing still live TV, next is DVR with 17% with online and on-demand following at 12% each. Verizon found that 64% of millennials said they subscribe to an OTT video source, compared with 33% of non-millennials.
Cisco released its updated Visual Networking Index "VNI," forecasting that mobile video traffic will increase 14-fold from 2013 to 2018 and will have the highest growth rate of any mobile application category. By 2018, mobile video will represent 69% of global mobile data traffic, up from 53% in 2013. Mobile video will account for more than 6 times as much mobile traffic as mobile web/data (11.7%), the next highest category.
By region, the Middle East and Africa will have the highest percentage of mobile video traffic (76%) in 2018 with the highest growth (84% CAGR). Interestingly, North American will have the second-lowest mobile video traffic percentage (67%) and the slowest growth rate (56% CAGR).
Categories: Mobile Video
Adobe has published its Q4 '13 U.S. Digital Video Benchmark report, finding that authenticated TV Everywhere streams more than doubled in 2013 to 574.2 million, up from 222.5 million in 2012. As the graph below shows, 73% of authenticated views occurred on mobile devices, 22% on desktop and less than 5% each on gaming consoles and connected TVs. For the mobile viewing, tablet share more than doubled vs. 2012 to 42%, with smartphone declining to 31%.
Free, short-form mobile video news is becoming a hot area of focus for established media companies. The latest evidence is this morning's announcement by NBCUniversal News Group of a minority investment in NowThis News as part of a broader content development collaboration involving all of NBC's news brands.
The investment follows the December acquisition of leading short-form mobile video news creator Newsy by E.W. Scripps for $35 million. That deal followed the launch by the New York Times, in late November, of the "New York Times Minute," a 3 times per day 1 minute video compilation of 3 top news stories of the moment which itself came on top of many other new video offerings from the Times. Meanwhile, in late December News Corp. acquired Storyful for $25 million to accelerate the use of short user-generated video in its and others' reporting.
And all of these follow numerous clip-oriented video news initiatives by a wide range of established and earlier-stage news organizations across both general and vertical subject areas (e.g. sports, entertainment, travel, etc.).