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Friday, February 27, 2015

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Analysis for 'Mobile Video'

  • Snapchat's Discover: Sleek Mobile Video Innovation for Attention-Challenged Users

    Over the past week, I've been spending a little time each day with Snapchat's recently launched "Discover" feature. In case you missed it, or are not a Snapchat user (as I wasn't), Discover is an area of in Snapchat's mobile app featuring icons from 11 different media companies. Behind each icon are innovative, slickly packaged sets of short videos and text stories, perfectly suited for attention-challenged mobile users (see short video below).

    It's not immediately clear why a social network like Snapchat, known mostly for enabling ephemeral selfie photos and videos by its addicted young female audience (my 14 1/2 year-old daughter among them), believes it's strategic to partner with mostly mainstream media companies (note, not a single YouTuber) to offer this type of service. Perhaps advertising potential? Or driving deeper user engagement? Or broadening its mission? Or all of the above?

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  • VideoNuze Podcast #259 - Mobile Video's Growth, Debating Net Neutrality

    I'm pleased to present the 259th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    First up this week, we discuss mobile video's explosive growth. Cisco's new forecast puts mobile video's share of overall mobile traffic at 72% by 2019, up from 55% in 2014. Mobile video will account for 17.4 exabytes out of the 24.3 exabytes that cross global mobile networks in 2019. We dig into the contributing factors.

    Next up, this week saw the long-expected announcement from FCC chairman Tom Wheeler of net neutrality rules for broadband ISPs. The proposed reclassification to Title II follows President Obama's strong recommendation. While I agree that broadband is now a lifeline service, to me this still feels like a solution in search of a genuine problem. Colin disagrees and thinks Title II is the right move. We also discuss the prospects for approval of the Comcast-Time Warner Cable merger in light of the new regulations.

    Listen in to learn more!



    Click here to listen to the podcast (20 minutes, 41 seconds)

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  • Reuters TV Launches Amid Flurry of Mobile Video News Initiatives

    Reuters has taken the wraps off of Reuters TV, a new iPhone-exclusive app that the company is positioning as "a revolutionary mobile TV news service….aimed at a growing segment of the informed, mobile and engaged consumers in their 30's and 40's who value authentic video storytelling and are too busy to watch traditional TV news."

    While Reuters TV is hardly the first provider to offer mobile video news (see, for example, Newsy and NowThis News), it is yet another sign of the growing influence mobile is having as a platform for all kinds of video-centric news apps. Just last week, Snapchat introduced its elegant, and video-rich "Discover" feature, also targeting younger users who have no affinity for traditional TV news. This is a demo that BuzzFeed, in particular, has successfully targeted with its video-rich mobile app.

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  • Cisco: Mobile Video to Soar by 13x Over Next 5 Years, to 72% of All Mobile Traffic

    Mobile video viewing will soar 13-fold over the next 5 years, to account for 72% of global mobile traffic by 2019, up from 55% in 2014, according to Cisco's new Visual Networking Index Global Mobile Data Traffic Forecast for 2014-2019. Video will increase at a compound annual growth rate of 66% over the period, the second fastest of any mobile application. Cisco forecasts that 17.4 exabytes out of the 24.3 exabytes that cross global mobile networks in 2019 will be video.

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  • Just a Month Into 2015, Signs of Video's Momentum Abound, With Big Growth to Come

    (Note, I'll share details of online viewing of Super Bowl ads and the game later today…I'm still pulling all of the relevant data together.)

    We're just a month into 2015, and there are already abundant signs of online and mobile video's momentum, with lots more growth to come as the year unfolds. Here's what's hit my radar so far:

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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

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

     
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  • Twitter Unveils 30-Second Native Video Feature

    Twitter has announced that users will have the ability to record, edit and share 30-second videos within the Twitter app on iPhone and Android mobile devices.  The videos will post within users' timelines just as other tweets do. The feature has been teased for a while and will roll out over the next few days.

    I haven't gained access to the video feature yet, but if it works as easily as Twitter describes it, I think it will be a very valuable addition. Of course Twitter has already offered video via its Vine app, but I see Twitter's native video feature as having 2 distinct advantages: first, eliminating the step of having to switch back and forth between the Vine and Twitter apps and second, Twitter's more flexible 30-second length.

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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)

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

     
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  • Evidence of Mobile Video's Ascendance Is Everywhere

    Mobile video may be the hottest trend in video today, with evidence of its ascendance seemingly everywhere. As just one data point, last week's Q3 2014 Global Video Index from Ooyala pegged mobile video plays at 30% of all online video plays. That was up from 20% share in Q2 '14, more than double mobile video's 14% share from one year earlier in Q3 '13 and quintuple the 6% share from Q3 '12.

    That scorching growth prompted Ooyala to accelerate its forecast for when mobile video's share will cross the 50% threshold industry-wide. Ooyala previously saw this happening in 2016, but now believes it will occur by Q3 '15.

    continue reading on VideoNuze iQ

     
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  • Study: Netflix Dominates Wired Internet Usage, YouTube Tops on Mobile

    Sandvine has released its latest Global Internet Phenomena Report based on data collected in March, 2014 across leading wired and mobile broadband networks. Focusing just on North America, Netflix once again dominates primetime usage, accounting for 34.9% of downstream bandwidth, more than the next 6 services combined. YouTube was second with 14.04% of bandwidth.

    It's a different story on mobile however, where YouTube remains the top downstream provider, eating up 19.75% of bandwidth, up from 17.7% a year ago, with Netflix in 5th place with just 4.51%.  The usage pattern largely reflects the difference between Netflix's long-form content focus vs. YouTube's short-form focus. YouTube's CEO Susan Wojcicki recently disclosed that 50% of YouTube's usage is now on mobile.

    continue reading on VideoNuze iQ

     
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  • 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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  • Study: Mobile Video Provides Cost-Effective Incremental Reach to TV Ads

    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.

    continue reading on VideoNuze iQ

     
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  • Beachfront.io Delivers Programmatic Video Ads For Mobile Apps

    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.

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  • iPhone 6 is Poised to Drive Mobile Video Still Higher

    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).

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  • Nielsen: Online Video Viewing Per Day Has Doubled in Past 2 Years

    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).

    continue reading on VideoNuze iQ

     
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  • VideoNuze Podcast #240 - NFL Now Looks Brilliant; Ericsson Data Highlights OTT's Edge

    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)


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

     
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  • Mixpo Acquires ShopIgniter, A Social/Mobile Advertising Specialist

    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.

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  • YuMe Implements Nielsen Mobile OCR for Toyota and GSK

    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.

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  • Deep Dive Into Mobile Video Advertising [AD SUMMIT VIDEOS]

    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.

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  • Nielsen Touts Momentum For Mobile Online Campaign Ratings

    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.

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