Mobile ad platform AdColony has released results from a number of clients’ recent ad campaigns using its “Instant-Play HD Vertical Video” format. Across the campaigns the format delivered an 89% average video completion rate and a 10% average engagement rate. Clients included UFC, a premium cable TV network, a global consumer tech platform and various Fortune 500 brands. The vertical video ads were inserted across popular mobile apps.
AdColony’s Instant-Play HD format, which is integrated with mobile apps via an SDK, includes a “Dynamic End Card” feature that gives advertisers a way to creatively engage users with a rich experience that includes the ability to swipe, tap, watch, purchase and access more content (samples can be found here).
Mobile accounted for 54% of video views globally in Q4 ’16, up from 46% in Q4 ’15, according to Ooyala’s latest Global Video Index, which tracks hundreds of millions viewers from its 500+ customers around the world. Underscoring mobile’s fast adoption, mobile views were 17% as recently as 2013; Ooyala projects mobile in Q1 ’17 will hit nearly 60% of views, a nearly 4x increase.
As always, smartphones accounted for the lion’s share of overall mobile viewing and in Q4 ’16, they also accounted for virtually all of mobile’s growth. In Q4, smartphones racked up 47% of views, with the remainder on tablets. While smartphones’ share grew by 8 percentage points just in 2016, tablets lost almost a percentage point.
Categories: Mobile Video
There is an unmistakable trend taking hold in the wireless industry: video is quickly becoming bait for big carriers to lure and retain subscribers. All 4 of the biggest U.S. carriers have not only launched unlimited data plans, which are being explicitly promoted for video viewing, but in addition 3 of the 4 (T-Mobile, AT&T and Verizon) are also tying in aggressive discounts on video services. As I wrote recently, all of this carrier activity will drive more widespread mobile video use.
The start of the trend can clearly be traced to November, 2015 when T-Mobile launched its Binge On program, which now allows users to watch 120+ video services without impacting the user’s data plan. T-Mobile upped the ante in late 2016 by offering AT&T subscribers who switched to T-Mobile a full year of DirecTV Now for free (a $420 value). In January, T-Mobile further tweaked AT&T by adding a free year of Hulu for these subscribers because of the launch problems DirecTV Now experienced.
I’m pleased to present the 359th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week Colin and I interview Arielle Sumits, who is the senior analyst and founder of Cisco’s Visual Networking Index (“VNI”), which has become the gold standard for forecasting data traffic on fixed and wireless networks globally. The interview is focused on mobile video, which the latest VNI forecasts will account for 78% of mobile traffic in 2021.
Arielle shares many insights about what’s driving mobile video as well as the nuances of the market. We dive into the role of smartphones, the trend toward unlimited data plans by mobile carriers, the impact of “reverse migration” from WiFi networks, how video applications like social, live-streaming and long-form viewing will grow, which companies are driving mobile video content usage, how zero-rating will impact mobile viewing, 5G’s rollout schedule and lots more.
Overall, Arielle provides terrific context on mobile video’s future and her comments reinforce my belief that mobile video is at a tipping point.
Listen in to learn more!
Click here to listen to the podcast (32 minutes, 26 seconds)
Mobile video is white hot, and here’s yet another data point illustrating it: 67% of U.S. consumers say they watch mobile video daily, which is almost equal to the 70% of U.S. consumers who say they watch video on their desktop or laptops daily. And 62% of consumers say they plan to watch more online videos in the next 6 months, on whichever device is handiest.
The data comes from AOL’s new 2017 State of the Video Industry Global Research Study, which covered 7 different markets.
Another day, another move by a major wireless carrier that further boosts mobile video. Yesterday, Verizon announced that it is offering unlimited data plans, for $80/month for the first line and $45/month for subsequent lines. It’s the first time Verizon has offered an unlimited data option since 2011 and is yet another sign of how aggressively wireless carriers are embracing mobile video as a key value proposition, in turn pressuring their business model of incremental payments for data usage.
Cisco has released the latest version of its Mobile Visual Networking Index, now forecasting that video will account for 78% of all mobile data traffic by 2021, increasing in volume by 9x since 2016 when it accounted for 60% of mobile traffic.
The new target updates Cisco’s previous mobile video bullishness; in 2015 Cisco forecast that mobile video would account for 72% of all mobile traffic by 2019. Overall, Cisco is forecasting that 38 out of the 49 exabytes per month that will cross mobile networks in 2021 will be video.
Categories: Mobile Video
T-Mobile is continuing its attack on AT&T by introducing a bonus of one free year of Hulu for AT&T customers who switched to T-Mobile under a prior offer where they received a free year of DirecTV Now. T-Mobile has been sniping at DirecTV Now’s sketchy service since it launched, so its new offer amounts to a make-good for customers who made the switch, but may have ended up feeling underwhelmed by DirecTV Now.
I’m pleased to present the 353rd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
There are lots of reasons to be optimistic about mobile video’s upcoming growth and on this week’s podcast, Colin and I explore them. 2017 is setting up as a major year of change for mobile video, with numerous positive catalysts.
These include wireless carriers zero-rating their video services and investing in content, mobile data plans becoming more flexible, cable operators entering the wireless market, Facebook emphasizing video, smartphones’ enhanced capabilities, a more conducive regulatory environment and much more. (Colin and I also wrote about these earlier this week here and here)
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 25 seconds)
It was 10 years ago today that Steve Jobs unveiled the iPhone. Looking back, it’s hard to believe that even Jobs could have imagined how profound and far-reaching the iPhone’s impact would be. One short decade later, there is arguably not a single Internet application that hasn’t been impacted by mobile. Meanwhile, many new applications have been created solely as a result of the mobile phenomenon.
Mobile video is certainly one application that was essentially created by the iPhone and subsequent smartphones. Watching video on smartphones is now a completely mainstream behavior, which countless millions of people engage with regularly. But despite mobile video’s already impressive growth, there are at least 7 reasons mobile video is now at a tipping point, with the biggest growth still ahead:
Categories: Mobile Video
Watching video on mobile and connected TV devices is exploding, particularly among younger audiences. Yesterday’s Q3 ’16 FreeWheel Video Monetization Report noted that 22% of video ad views were on connected TVs (up 63% YOY) with 17% on smartphones (up 39% YOY) and another 9% on tablets (up 15% YOY). Combined, that means nearly half of all video ad views are on mobile and connected TV devices.
To further explore video advertising on these devices and programmatic’s growing role, at our recent SHIFT // Programmatic Video & TV Ad Summit, we had two dedicated sessions, one on mobile and one on connected TV devices.
The mobile session included Brian Danzis (Head of Global Video Monetization, Spotify), Jeremy Hlavacek (VP, Global Automated Monetization, The Weather Company, an IBM Business), Frank Sinton (CEO and Founder, Beachfront Media), Sarah Warner (Managing Partner, Digital Investment Lead, Programmatic and Video, GroupM), with Alanna Gombert (SVP, Technology & Ad Operations, IAB) moderating.
The connected TV session included Sean Buckley (SVP, Global Revenue, SpotX), Scott Rosenberg (VP, Advertising, Roku), Seth Walters (Senior Partner, Interactive & Connected Television, Modi Media, part of GroupM) with yours truly moderating.
Below are the session videos.
French video ad tech provider Smart AdServer has ramped up its vertical video ad formats to meet market demand by both publishers and advertisers. In a recent briefing, Romain Job, Smart AdServer’s Regional Manager, US, explained to me that the convergence between video and mobile is driving strong demand for ad units that conform to users’ mobile behaviors.
Vertical video has been popularized by social networks like Facebook and Snapchat which encourage users to quickly thumb through feeds and select videos to view. Conversely, some companies like Verizon with its Go90 mobile app, are encouraging users to turn their phones horizontally to view video.
Topics: Smart AdServer
I'm pleased to present the 341st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Over the past few years, online video viewing has become a completely mainstream activity. There are no better indicators of this shift than viewers’ adoption of mobile and connected TV devices for watching increasingly long-form entertainment programming. Yesterday’s FreeWheel VMR for Q2 ’16 revealed key data around these trends, which Colin and I dig into today.
Critical for mobile video viewing (which we explored in depth on last week’s podcast) to expand further is improving viewing experiences. This is being addressed in lots of ways, and I continue to believe that downloading, for offline viewing, is one of the main solutions. Colin and I also discuss the value of downloading, in the context of YouTube Go, a new offline viewing app launched earlier this week.
Listen in to learn more!
Click here to listen to the podcast (23 minutes, 56 seconds)
Yesterday YouTube announced YouTube Go, a new mobile app that provides sophisticated new features for offline video use. While YouTube Go will initially only be available in India, it will no doubt be introduced in other geographies once proven in.
YouTube Go builds on YouTube’s embrace of downloading for offline viewing in India and other Asian territories begun nearly two years ago with the introduction of YouTube Offline, which allowed downloading of certain videos for viewing within 48 hours. Earlier this year YouTube added the “Smart Offline” feature that allows users to schedule their downloads to take advantage of off-peak data use.
I'm pleased to present the 340th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we return to the topic of mobile video, which we last discussed in June. Mobile video has reached a milestone, according to new Ooyala data, reaching nearly 51% of all video views, which is 10 times greater share than just 4 years ago.
Mobile video has soared mainly due to the proliferation of smartphones. However monthly data caps have curbed mobile video, as users have learned how expensive exceeding their plans can be. This is why T-Mobile’s “Binge-On” has been so popular and why we’re now seeing the advent of other “zero-rated” services like DirecTV Now.
But as Colin and I discuss, mobile video could get a big boost in 2017 as Comcast and Charter both announced this week they’ll enter the mobile business (here and here). Because they’ll be leveraging millions of their WiFi hotspots, they will likely be able to not only offer bigger data plans, but also charge subscribers less by bundling mobile phone with other services.
(Note, one clarification - I said I didn’t know of any video service on Verizon Wireless that is zero-rated, but in fact Go90 is.)
Listen in to learn more
Click here to listen to the podcast (21 minutes, 51 seconds)
According to Ooyala’s newly released Q2 ’16 Global Video Index, mobile viewing now accounts for 50.6% of all video views, up a whopping 10x from the 5% viewing share on mobile in Q2 ’12. Ooyala has been tracking mobile viewing for years and this is the first time it has crossed the 50% mark. One year ago, in Q2 ’15, mobile was at 44% viewing share and two years ago, in Q2 ’14, it was just over 25%.
Ooyala attributed the strong growth to the popularity of smartphones and robust WiFi, especially globally. 64% of American adults now own a smartphone and 90% of millennials reported they’re almost never without them. 75% of viewers age 18-29 watch video on their smartphone.
Categories: Mobile Video
If you’re like me, then you’re watching more and more video on your smartphone and you’re also starting to see more video ads. That’s because brands are waking up to the opportunity mobile video represents. To help illustrate some of the payoffs from mobile video ads, Videology has published a new white paper and case studies with 3 different advertisers who have recently had success.
Facebook announced off-the-charts Q2 ’16 earnings yesterday, including $2 billion in net income, double what it was just 6 months ago. Monthly active users increased to 1.71 billion, with 1.1 billion using Facebook daily. From a standing start in mobile just 4 years ago, Facebook generated $5.2 billion or 84% of its quarterly ad revenue from mobile.
There is no question that Facebook has thoroughly conquered mobile. But, far from sitting on its laurels, Facebook is evolving in many ways and over the past year video has become an ever-bigger part of Facebook’s story. Earlier this year, Mark Zuckerberg, Facebook’s Founder, Chairman and CEO, highlighted the role that video is playing in delivering more engaging experiences. Then on yesterday’s earnings call Zuckerberg went a step further, stating the company’s goals plainly, “We see a world that is video first with video at the heart of all of our apps and service.”
Mobile video is growing fast, but monetizing it fully is a work in progress. At the recent Video Ad Summit, participants on the “Capitalizing on Mobile as the First Screen” session included Justin Fadgen (VP, Business Development, Beachfront Media), Kevin Hein (U.S. Industry Lead, Technology and Telecom Vertical, Facebook), Manny Puentes (Chief Technology Officer, Altitude Digital) and Blake Sabatinelli (GM, Newsy) with Anna Bager (SVP, Mobile and Video, IAB), moderating.
Particular challenges for mobile video that the panelists raised included ad/video load times, a limited window to gain the viewer’s attention, standardized measurement, consistent user experiences and the growing role of data. The panelists also discussed the opportunities and challenges around distributed video models on social platforms and how much effort is required to optimize each, among other topics.
The conversation balanced perspectives from the advertiser, publisher, platform and technology perspectives really well. Mobile video has gained a lot of usage, but it’s clear that it’s still early days in fully monetizing it.
Watch the video now (41 minutes, 23 seconds).
News Corp. announced this morning at Cannes Lions the availability of a new viewable vertical video ad for mobile devices that can be bought initially on The Sun and The New York Post. The ad is an outstream format against vertical video content, plays only when in view and can be scrolled past. The ad appears with audio off, which viewers can toggle on. Viewability is measured by Moat per MRC standards.