Wicket Labs - leaderboard - 3-5-18

Analysis for 'Advertising'

  • VideoNuze Podcast #407: Netflix Has Erased Up to $6 Billion of TV Ad Inventory; YouTube TV Improves

    I’m pleased to present the 407th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

    First up this week, Colin explains a very interesting analysis he has done indicating that Netflix viewership may be erasing up to $6 billion in TV ad inventory annually, which could be up to 8% of the market. Colin explains how all the binge-viewing that’s going on is taking time away from ad-supported TV, a trend that is only accelerating.

    Part of the TV industry’s solution to this problem is to make ad-supported TV available more inexpensively through so-called “skinny bundles” or “vMVPDs.” One of these, YouTube TV, this week announced it added the Turner networks and plans to raise its rate by $5 per month. We discuss how YouTube TV appears to be gaining momentum and what Google’s long game likely is.

    Listen in to learn more!



     
    Click here to listen to the podcast (24 minutes, 5 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!

     
  • Wicket Labs - full banner - 3-5-18
  • Perspective What's this? Reimagining & Reinventing Video Advertising Investment

    Video is fundamentally different from all other digital advertising formats, and it must be planned, executed, and measured as such. What’s more, video has converged with OTT, VOD and essentially all programs accessible via Connected TV, which brings both opportunity and complexity. Finally - based on the availability of cross-screen audience and ratings data - video is on a collision course with linear broadcast, cable, and satellite TV, which has its own arcane processes, systems, and economics.

    continue reading

  • Comcast Technology Solutions - full banner - 3-28-18
  • Pixability Launches Brand Safety Solution for YouTube Video Ads

    Video ad tech provider Pixability has announced a new brand safety solution guaranteeing that 100% of an advertiser’s YouTube campaign will be in brand-safe placements. There are two options, DependAbility Premium and DependAbility At Scale, which are both available as part of Pixability’s overall video ad suite. Pixability is providing refunds on any views that happen in non-brand-safe context.

    Brand safety has emerged as a huge industry issue over the past year, with YouTube in particular coming under scrutiny. Advertisers are justifiably focused on making sure their ads don’t show up adjacent to controversial content. But managing this has turned into a major challenge.

    To learn more about Pixability’s new solution, I interviewed Andreas Goeldi, the company’s chief technology officer. A transcript follows.

    continue reading

     
  • Wicket Labs - full banner - 3-5-18
  • Research: Shift in Ad Spending From TV to OTT Expected Over Next 2 Years

    New research from SpotX reveals an expected shift in advertising spending from TV to OTT over the next 2 years. The research was conducted by Kagan among 41 U.S. pay-TV operators, OTT providers, content owner and advertisers. Just 11% of advertisers reported spending 21%-40% of their budgets on OTT today, but that’s expected to rise to 67% doing so in 2 years. Meanwhile, 33% said they currently spend 21%-40% on TV, but that’s expected to drop to 22% in the same time frame.

    continue reading on VideoNuze iQ

     
  • Comcast Technology Solutions - full banner - 3-28-18
  • Interview with AppNexus SVP, Video Technology, Eric Hoffert

    Last week, ad tech provider AppNexus shared several examples of customers which are having success with Prebid Video, the company’s video header bidding solution. I caught up with Eric Hoffert, AppNexus's SVP, Video Technology, to learn more about Prebid Video and also what’s ahead for the year in video advertising. (If you want a good primer on header bidding, a few months ago AppNexus released a helpful white paper.)

    VideoNuze: AppNexus announced customer momentum with its Prebid Video solution for header bidding. What news did you share?

    Eric Hoffert: AppNexus has shared metrics of client success with Prebid Video, built on Prebid.js, the industry’s most widely adopted open source header bidding technology. Premium publishers, including Ranker, FANDOM, and Diply reported increased share of revenue through video header bidding, including eCPMs up to 100% higher than tag-based integrations; ease of integration and extensibility with different video players; advantages of customization with different video ad servers; and optimized national and international video yield. These publishers are all Top 100 web sites in the US (based on Alexa and Quantcast data).

    continue reading

     
  • Comcast Technology Solutions - full banner - 3-28-18
  • Perspective What's this? OTT Advertising in 2018: From AI to Server-Side Ad Insertions

    OTT viewership has increased dramatically in the last year. So, it is no surprise that ad dollars are pouring into the category. Reports estimate that advertising revenue in the market just exceeded $50 billion for the first time. And as more OTT options and channels emerge, and as OTT advertising capabilities and measurement grow more sophisticated, investments will continue to rise.
     
    Beyond growth, however, how else will the OTT ad landscape evolve this year? 2017 saw a number of unique developments, from more traditional broadcasters entering the space to a surge in acquisitions. But what will happen in 2018?

    continue reading

  • Wicket Labs - full banner - 3-5-18
  • VideoNuze Podcast #404: Digging Into Video Ad Optimization with Ellation’s Henry Embleton

    I’m pleased to present the 404th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

    This week we’re joined by Henry Embleton, who is the Head of Ad Products and Revenue at Ellation, which owns the Crunchyroll (focused on anime) and VRV (focused on aggregation and pronounced “verve”) streaming services. Ellation itself is wholly owned by Otter Media, the JV of AT&T and The Chernin Group, as of earlier this week. Together the services have over 2 million registered users.

    Henry walks us through how he is optimizing the video ad experience on the services by extensively testing different models. As with all ad-supported services, Henry is looking to balance ad loads with viewing time and satisfaction. He relies on 2 key metrics, Minutes per User and Revenue per Hour to guide the testing.

    Henry explains what he’s learned from his testing so far and what he’s still exploring. He also talks about which devices are working best and how all of his work supports the SVOD part of the business. Henry offers a ton of fascinating insights about how online video ad models are working and how to optimize them.

    Listen in to learn more!
     
    Click here to listen to the podcast (24 minutes, 15 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!

     
  • Wicket Labs - full banner - 3-5-18
  • TV Ad Execs Make Their Case for Relevance and Impact in a Changing World

    On two separate sessions at AdExchanger’s Industry Preview conference last week, NBCUniversal’s Chairman, Advertising and Client Partnerships, Linda Yaccarino and CBS’s President and Chief Advertising Revenue Officer Jo Ann Ross made forceful cases that TV is still highly relevant for advertisers and its impact is essential in the overall marketing mix.

    It’s no secret that TV networks are fighting a pervasive media narrative that traditional TV viewing is becoming anachronistic for younger audiences in particular, ad-free SVOD viewing is dominating and big digital platforms like Google and Facebook offer improved ROI to advertisers through targeting.

    continue reading

     
  • Comcast Technology Solutions - full banner - 3-28-18
  • VideoNuze Podcast #403: TV Ads Continue to Evolve; Exploring Facebook’s Video Strategy

    I’m pleased to present the 403rd edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

    First up this week Colin shares thoughts on a keynote session from CES he watched featuring Turner’s Chairman and CEO John Martin and Hulu’s CEO Randy Freer. Colin zeros in on the discussion around addressable/targeted ads and how vital they are to profitability and keeping TV competitive with SVOD. Turner has been among the most aggressive TV networks investing in data and segmentation and is clearly urging the industry forward.

    We then transition to discussing Facebook’s News Feed algorithm change, which I wrote about earlier this week. Colin and I are struggling with how to synch up the de-prioritization video is now going to receive with CEO Mark Zuckerberg’s repeated assertion that he wants the company to be “video first” in all that they do.

    Listen in to learn more!
     
    Click here to listen to the podcast (21 minutes, 45 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!

     
  • Wicket Labs - full banner - 3-5-18
  • Research Finds Lots of Friction Remains in Video Ad Campaign Activation

    Activating video ad campaigns continues to be a complex process full of friction that results in many errors and much frustration, according to new research released by video ad workflow platform Extreme Reach and conducted by Advertiser Perceptions. In a survey and follow up interviews with 150 video ad ops professionals at agencies, 3 key pain points emerged: insufficient lead time, lengthy searches for appropriate assets and overwhelming variety of specs/formats required by media plan participants.

    continue reading

     
  • Wicket Labs - full banner - 3-5-18
  • SpotX Gains Server-Side Ad Interoperability with Amazon Web Services

    Video ad tech provider SpotX has announced server-side ad insertion interoperability with Amazon Web Services’ Elemental MediaTailor service. This means that content providers which are joint customers of SpotX and AWS Elemental MediaTailor are able to use SpotX’s ad decisioning capabilities to dynamically serve targeted ads, using server-side ad insertion.

    With server-side ad insertion (“SSAI”), which is also known as ad stitching, relevant ads are integrated with the content at the server level, providing a better viewer experience as compared with when ads are inserted by the player on the user's device. The latter model often results in buffering as the player transitions between content and ads and vice versa. Buffering is major challenge for content providers because it is the leading cause of abandonment, which in turn diminishes monetization.

    continue reading

     
  • Wicket Labs - full banner - 3-5-18
  • Research: Buyers Bullish on Cross-Screen TV and Video Ads But Challenges Remain

    New research from video ad tech provider VideoAmp reveals that advertisers and agencies are bullish on planning and buying ads across linear TV, VOD and online video, but that challenges remain. Fully 85% of buyers believe that TV and online video ads are either somewhat or extremely complementary, something I’ve long-believed.  

    66% of buyers said they are already leveraging digital data in their linear TV buys, while 57% said that they are targeting TV viewers across digital screens and devices. Meanwhile 74% cited accuracy in planning and execution across TV and video as benefiting from holistic buying.

    continue reading

     
  • Wicket Labs - full banner - 3-5-18
  • Will Amazon Move Into Video Advertising in 2018?

    In 2017 Amazon continued launching into new businesses as it leveraged its massive scale and resources to disrupt the status quo. As we look ahead to 2018, online video adverting appears to be yet another juicy opportunity for Amazon to pursue, as all the pieces seem to be falling into place.

    As background, Amazon is already investing heavily in ad tech and ad sales staff. Of course, ads and recommendations have long been a part of the Amazon shopping experience, with text and banner ads popping up following searches and on product pages. But video ads give the company a whole new opportunity.

    continue reading

     
  • Comcast Technology Solutions - full banner - 3-28-18
  • VideoNuze Podcast #400: The Top 10 Online Video Stories of 2017

    I'm pleased to present the 400th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    In this week’s podcast Colin and I discuss our top 10 online video stories of 2017. It’s been another incredibly busy year with tons of industry innovation and progress. As always, it has been a lot of fun to analyze all of this and report on it. Let us know what you think of our choices, whether you agree or disagree!

    Listen in to learn more!
     
    Click here to listen to the podcast (35 minutes, 45 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!

    Unless there’s some big news, this will be my last post for 2017.

    Happy Holidays to all!

     
  • Comcast Technology Solutions - full banner - 3-28-18
  • Interview with Gal Turjeman, CEO of Artimedia, Which Just Sparked an Antitrust Investigation of Google in Israel

    Coincidentally, while I was in Israel a couple of weeks ago for the Video Trends conference, the country’s Antitrust Authority opened an investigation into Google and its dominance of the Internet advertising market as a restraint of trade.

    The investigation was prompted by a complaint from Artimedia, a global company that entered the Israeli online video advertising market 3 years ago. Artimedia is backed by Singaporean investors, mainly by Mr. Ching Chiat Kwong, chairman and CEO of Oxley Holdings, which is publicly traded in Singapore Exchange market (SGX:5UX). I interviewed Artimedia’s CEO Gal Turjeman to learn more about the investigation. Following is an edited transcript.

    continue reading

     
  • Wicket Labs - full banner - 3-5-18
  • Bringing the Precision of the Digital Age to Television and Key Trends in Programmatic [SHIFT Videos]

    Below are the final two session videos from our recent SHIFT // Programmatic Video & TV Ad Summit.

    First up is “Bringing the Precision of the Digital Age to Television” which was kicked off with a short presentation by Scott Ferber (Chairman and CEO, Videology) showcasing research on key challenges to accelerating programmatic TV. Following his presentation, Scott joined a panel I moderated, with Larry Allen (VP of Ad Innovation and Programmatic Solutions, Turner Ad Sales) and Andrew Feigenson (CEO, Simmons Research) also participating.

    The second session is “Trending Now: What’s Ahead for Programmatic Video and TV?” which included Paul Alfieri (Chief Marketing Officer, Cross MediaWorks), Rob Byrnes (VP, Digital Planning, National Geographic), Rob Cukierman (VP, Sales Strategy & Partnerships, Vevo), Stephen Strong (Head of Revenue, Newsy), Tore Tellefsen (VP of TV Solutions, DataXu), with Chris Karl (CEO, VertaMedia) moderating.

    Watch the session videos now!

    Watch the session videos now!

     
  • Comcast Technology Solutions - full banner - 3-28-18
  • Audience Buying and Data’s Critical Role [SHIFT Videos]

    At our SHIFT // Programmatic Video & TV Ad Summit a couple weeks ago we had two sessions that were connected: one that focused on executing the roadmap for success in audience buying and one that focused on maximizing data’s ROI.

    Panelists for the audience buying panel included Gabe Bevilacqua (SVP of Product Management, Advanced Advertising, Viacom), Jason DeMarco (VP, Audience and Data Solutions, A+E Networks), Anupam Gupta (Chief Product Officer, 4C Insights) and Adam Hecht (VP, Monetization, SintecMedia), with Mary Ann Halford (Senior Advisor, FTI Consulting), moderating.

    Panelists for the maximizing data’s ROI panel included Scott Ashby (Sr. Director, Advanced Ad Products, Fox Networks Group), Judith Hammerman (SVP, Data Solutions & Programmatic Solutions, Time Inc.), Mark Risis (Head of Global Data Partnerships, IBM Watson Advertising), Damian Garbaccio (Global Chief Revenue Officer, Nielsen Marketing Cloud), with Brian Leder (Partner and Chief Strategy Officer, Promatica), moderating.

    Watch the session videos now!

    Watch the session videos

     
  • Wicket Labs - full banner - 3-5-18
  • Keynote Discussion With NBCUniversal EVP Mike Rosen [SHIFT Video]

    Our afternoon keynote interview at the recent SHIFT // Programmatic Video & TV Ad Summit was with Mike Rosen, EVP, Portfolio Sales and Strategy, NBCUniversal. Mike was interviewed by Matt Prohaska, CEO and Principal, Prohaska Consulting and shared a fantastic insider’s look at how the TV industry is evolving.

    Mike discussed a range of topics including how NBCUniversal has organized itself around audiences instead of verticals with content a key focus, how he defines the term “programmatic,” why data comes up in every single meeting and how it feeds NBCU’s optimization platform, what the “new” currency is and the challenge of giving up legacy approaches, which industries are adopting custom segmentation approaches first, how to overcome attribution challenges and much more.

    Watch the session video now!

    Watch the session video

     
  • Wicket Labs - full banner - 3-5-18
  • Devices and Distribution: Making Advertising Pay Off [SHIFT Video]

    At our recent SHIFT // Programmatic Video & TV Ad Summit, we had a great session focused on how devices and distribution are contributing to advertising paying off in new ways. Topics included how to improve audience targeting, creating value in a multi-touch world, how to unify analytics across all distribution points, why more premium content is flowing through connected TV devices, the role of ad ops and yield management, plus lots more.

    Panelists included Youssef Ben-Youssef (Head of Ad Platform, Roku), Stephen Bach (SVP, Partnerships and Business Development, Vemba), Keith Grossman, Global Chief Revenue Officer, Bloomberg Media Group), Anthony Laurenzo (SVP, Non-Linear Video Strategy & Investment, Amplifi), with Tim Hanlon (Founder and CEO, The Vertere Group) moderating.

    (Apologies, there was a problem with the primary audio source, so there's a little background noise)

    Watch the session video now!

    Watch the session video

     
  • Wicket Labs - full banner - 3-5-18
  • VideoNuze Podcast #399: Interview With VideoAmp’s Co-Founder and CEO Ross McCray

    I’m pleased to present the 399th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    This week we’re joined by Ross McCray, co-founder and CEO of VideoAmp, a leading video ad tech platform. VideoAmp positions itself as the “TV operating system for advertising,” working primarily with the buy side to unify linear TV and online video advertising.

    Ross shares his thoughts on a range of key industry issues including how the TV networks are increasing their competitiveness relative to Google and Facebook, how friction in the buy side is being reduced as agencies revamp their organizational structures, the role of 6-second ads in driving new value, how data from tens of millions of TV viewers is now helping create targeted segments, big trends for 2018 and much more.

    Listen in to learn more!
     
    Click here to listen to the podcast (26 minutes, 50 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!

     
  • Comcast Technology Solutions - full banner - 3-28-18

Sample