Recently on Videonuze
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VideoNuze Podcast #181 - Xbox One's TV Integration Comes Up Short
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Study Shows Short-Form and Syndication Are Critical for Video Ad Growth
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Xbox One: Very Pretty Face, But No Fundamental TV Disruption
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Tipping Point? Q1 '13 Broadband Subscriber Growth Was 6x Bigger Than Pay-TV's
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VideoHub Gets MRC Accreditation for Video Viewability and Other Metrics
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LAST DAY for Early Bird Discount - June 4th Video Ad Summit
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VideoNuze Podcast #180 - Does Live Streaming TV Make Sense?
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Turns Out Most "Mobile Video" Experiences Actually Happen at Home
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Multiscreen Live Linear - Consumer Values and Perceptions
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Live Streaming Gets Another Boost As Brightcove Rolls Out New Live Module
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Analysis for 'Research'
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Study Shows Short-Form and Syndication Are Critical for Video Ad Growth
There's a lot of excitement about online, ad-supported access to TV programs (accessible on the TV networks' own sites or via Hulu), but a new study from ad manager FreeWheel being released this morning shows that in reality, short-form content and 3rd-party syndication are the workhorses of online video advertising.
For the first time, FreeWheel breaks down its data by "Linear + Digital" content providers (i.e. TV networks like Fox, NBC, etc.) and Digital Pure-Play (online-only content providers or aggregators like VEVO, AOL, etc. that mainly focus on short-form content). FreeWheel found that video views grew 30% in Q1 '13 vs. a year earlier, driven by a 47% increase in views from DPPs, which offset a surprising decline of 8% by L+Ds. The data is based on 16 billion video views in Q1.Categories: Advertising, Research, Syndicated Video Economy
Topics: FreeWheel
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Tipping Point? Q1 '13 Broadband Subscriber Growth Was 6x Bigger Than Pay-TV's
New industry data compiled by Leichtman Research Group shows that broadband ISPs that account for 93% of the U.S. market added over 1.1 million subscribers in Q1 '13, nearly 6 times the 194K pay-TV subscribers that were added in the period by pay-TV operators that account for 94% of the market.
Broadband subscriber additions have outstripped pay-TV's for years, but the 6x ratio is more than double the average of 2.8x from the prior 2 years. The 194K pay-TV additions in Q1 were down 56% vs. the 445K added in Q1 '12, while the 1.1M broadband additions were off 15% from the 1.3M in each of the prior 2 years.
On the surface the data suggests that cord-cutting - a shift from viewing video via pay-TV to via broadband - may finally be taking hold. But while LRG's Bruce Leichtman has indeed found an uptick in his calculations of cord-cutting (up from .2% of U.S. homes to .4%-.5%), he sees a far more nuanced picture of what accounted for Q1's swing, plus lots of uncertainty going forward.Categories: Broadband ISPs, Cable TV Operators, Research, Satellite, Telcos
Topics: DirecTV, Leichtman Research Group
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Turns Out Most "Mobile Video" Experiences Actually Happen at Home
Near the top of my personal list of confusing industry terms is "mobile video." Does it mean watching on a smartphone? A tablet? Both? Does it mean using a wireless carrier's network (e.g. Verizon, AT&T) or a WiFi network or both for access? Does it mean watching while out of home (and if so, where?) or at home? And what content is watched - live? on-demand? short-form? long-form? genre? The list goes on and on. Mobile video is truly one of the most confusing and misunderstood industry terms around.
And that's why recent data from Leichtman Research Group, a well-respected media research firm founded by a former colleague of mine, Bruce Leichtman, really caught my eye. In its 7th annual "Emerging Video Services" survey, of 1,240 adults age 18+, LRG found that of those who said they watched video on their mobile phone in the past month, 63% said they usually watch at home. More striking, of those who watched video on their iPad, tablet or eReader in the past month, 89% of them said they usually watch at home.Categories: Mobile Video, Research
Topics: Leichtman Research Group
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Study: Click-Through Rate for In-Stream Video Ads is Four Times Higher Than for Rich Media and Mobile
The click-through rate for in-stream video ads served by PointRoll in 2012 was .62%, four times higher than for mobile ads (.15%) and rich media ads (.14%) served. The data is part of a new benchmark study comparing 2012 ad performance to 2011. The interaction rate for in-stream video ads was 5.7%, compared with 4% for rich media and .96% for mobile.
Categories: Advertising, Research
Topics: PointRoll
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Report: Desktops Still Rule in Online Video Ad Impressions
Videology’s Q1 2013 infographic offers up fresh detail about what types of advertisers are embracing the medium, how their ads are performing, and how shifts in the use of devices are impacting the online video environment.
Based on 1.8 billion impressions delivered on Videology’s platform during Q1, the data shows that desktops continue to dominate despite the impressive rise of mobile devices. Ads seen on desktop accounted for 92% of online video ads people watched in Q1, with connected TVs accounting for 5% and mobile devices, 3%. Although ads seen on mobile devices increased 27% year-over-year in Q1, that surge was leapfrogged by the number of ads seen on the desktop, which grew 84%.Categories: Advertising, Research
Topics: Videology
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Does Strong SVOD Adoption in Wealthier Homes Suggest Slower Subscriber Growth Ahead?
At starting prices of $8/month or so, affordable subscription video on demand (SVOD) services like Netflix, Hulu Plus, Amazon, Blockbuster and others would seem to appeal to middle and lower income Americans. But a new report from Nielsen finds the exact opposite is true: wealthier homes, with household income over $100K/year, adopt SVOD services at 185% of their index, while lower income homes, with household income under $50K/year, subscribe at just 47% of their index.
Adding to the picture, "Professional" homes subscribing to an SVOD service are at 150% of their index, while "Blue Collar" homes are just 63% of their index.
The data seems to support a contention that Netflix has repeatedly made, which is that SVOD services are typically adopted in addition to - not in substitution for - pay-TV services. To the extent that pay-TV rates have continue to increase, it makes sense that only upper income homes can afford to then layer on an SVOD service on top of pay-TV.Categories: Aggregators, Research
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Report: Online Video Ads Gain As Augment to TV Spending
Advertisers and agencies are funneling more money into online video advertising, and they’re taking more money from TV and online display ad budgets to make it happen, according to the latest “2013 Video: State of the Industry” report from Adap.tv and Digiday.
The Q1 2013 report, surveying 759 advertising and digital media professionals, shows 72% of video buyers increased spending for online video ads over the preceding 12 months, spending an average of 53% more on the category. That’s more than double the average 20% spending increase recorded over the previous 12-month period. The spending increases are a sign of momentum with the report saying, "Those for whom online video is a marketing staple are ‘doubling down’ on the medium."Categories: Advertising, Research
Topics: Adap.tv
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Forrester Forecasts Over $1 Billion in RTB Video Ads in 2014
Forrester has updated its forecast for the real-time bidding (RTB) segment of the online video advertising market, calling for a 71% increase in 2013 spending to $686M and another 66% increase in 2014 to $1.14 billion (see chart below). Forrester sees the increase in RTB spending accounting for 44% of the overall growth in online video advertising between 2012 and 2014. The forecast is part of a commissioned report for SpotXchange, available here.
Forrester points to 4 drivers of RTB's rapid growth: more diverse pricing mechanisms that will increase RTB's appeal, especially for premium publishers; greater acceptance of RTB for mid-flight optimization; media buyers' desire to compliment traditional reach and frequency campaigns with targeted, engagement-oriented RTB campaigns; and automated RTB buying (and programmatic in general) that will reduce friction in the complicated online video market.Categories: Advertising, Research
Topics: Forrester, SpotXchange
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VideoNuze Podcast #174 - DVDs Aren't Dead Yet, Just Ask Redbox
I'm pleased to present the 174th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. There's no question video is moving to streaming and electronic delivery, but DVDs still have plenty of life left. That's what Redbox is banking on to get a foothold with its new Redbox Instant service, as CEO Shawn Strickland explains in this interview. Both Colin and I think it's a smart, albeit risky, strategy given the inevitable downward trend in DVD usage.
I see part of DVD's durability as due to Hollywood's windowing practices. Because of the multi-billion pay-TV window, licensing to networks like HBO, Starz and EPIX, major studios delay the availability of movies in SVOD services. The intervening home video access continues to give DVDs life. Unless and until Hollywood abandons the pay-TV window, DVDs will continue to have life. And since Netflix has essentially abandoned DVDs, there's a big opportunity for Redbox.
However, Redbox Instant has another problem, which is that its streaming content selection today is terrible, as Colin explains. That means prospective subscribers have to determine whether its worth the $3/mo or so they're effectively paying for it on top of the DVD value which is worth around $4-$5/mo. Colin and I are both skeptical. Even if Redbox Instant doesn't fly, we both see DVDs being with us for a long time to come.
Listen in to learn more!
Reminder: Colin and I will be at NABShow next Mon. and Tues. in our booth SU12907. If you're there and have a moment, please stop by to say hi.
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!Categories: Aggregators, Podcasts, Research
Topics: Netflix, Podcast, Redbox Instant
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Survey: Online Video Advertising Dominates Local TV Stations' Online Tune-In Campaigns
A new survey of local TV stations by video marketing platform provider Mixpo has found that between 58%-70% of local TV stations' online tune-in campaign budgets (depending on market size) are allocated to online video ads. Fully 85% of local stations intend to use online video advertising for tune-in campaigns in 2013.
Keeping this in perspective though, online advertising still only represents 14%-24% of local stations' tune-in ad spending, with stalwarts radio and cable still leading. However, online advertising already has strong buy-in from stations, with between 86%-100% reporting that they'll use it in 2013. And online advertising is poised to get a greater share of stations' ad budgets, as between 36%-57% of stations said they intend to increase online ad budgets. Video advertising would be a clear beneficiary of such moves.Categories: Advertising, Broadcasters, Research
Topics: Mixpo
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VideoNuze Podcast #172 - What's Google Fiber Really About?; YouTube Traffic Soars, Goes Mobile
I'm pleased to present the 172nd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. This week we first discuss Google Fiber, which Google announced this past Tuesday would roll out to a second city, Olathe, KS. Nonetheless, as we discuss, it still feels like Google Fiber is a hobby for Google, though its executives recently asserted otherwise. Neither Colin nor I quite understand what Google Fiber's actual market impact or game plan is, and we are skeptical that there's a business case to support its broader rollout.
We then turn our attention to another Google-related item, which is that YouTube announced this week it is now attracting 1 billion visitors/month, even as (according to my analysis), its U.S. online-only traffic has dropped by 32% year-over-year. But, because comScore doesn't measure mobile access, this isn't an accurate portrayal of YouTube's reach, which is clearly expanding. Colin has further data that adds color to the situation.
Separate, Colin has released his excellent new white paper, "Second-Screen Apps for TV" (free download here)
And a reminder to sign up for "Sizing Up Apple TV" a free video webinar on April 2nd featuring Brightcove's Jeremy Allaire and me.
Listen in to learn more!(update - the correct pronunciation of Olathe, KS is "O lay the" (thanks Frank Hughes!).
Click here to listen to the podcast (18 minutes, 57 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!Categories: Aggregators, Broadband ISPs, Podcasts, Research
Topics: Google Fiber, Podcast, YouTube
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Sharethrough Finds Higher Brand Lift for Native Video Ads vs. Pre-Roll
Native advertising, which refers to branded content or ad messages that are cohesively integrated directly into web sites, are getting lots of attention these days as an alternative to pre-roll video advertising. A study released by Sharethrough and Nielsen today is putting some brand lift performance numbers behind the debate.
Using Nielsen's Online Brand Effect tool to measure viewer response, the native advertising technology specialist found that five campaigns it studied produced higher brand lift from native advertising exposure than from pre-roll video impressions. In a campaign for the soft drink brand Jarritos, exposure to native ad content elevated favorable brand perceptions by 82%, compared with 2.1% lift among those who saw pre-roll ads. In another for a CPG brand, native ads drove a 42.2% brand lift vs. none for pre-roll ads. (see infographic below)Categories: Advertising, Research
Topics: Nielsen, Sharethrough
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Hitting `Delete`: Motorola Survey Says Lots of DVR Video Never Gets to the Screen
As DVR penetration and usage have steadily climbed, it has seemed inevitable that one day internal disks wouldn’t be able to keep up with the demand to store more and more video. Now, judging from Motorola Mobility’s latest Media Engagement Barometer, that day might be here.
The study out today shows that even though one-third of U.S. TV viewing involves recorded programs, 41% of the video saved to DVRs never gets watched. Often, that’s because people have to delete stored programs to make room for new ones. 55% of U.S. DVR users said they’ve had to kill off recorded shows to add capacity for new programs, and 81% (women more so than men) said they’ve been frustrated over having to do so.Topics: Motorola
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YouTube's Online Views Are Down 32% vs. Last Year As Mobile Video Ascends
Here's an eye-popping data point from last week's comScore online video rankings report for Feb. '13: YouTube's total of 11.3 billion monthly views were down 32% vs. Feb. '12 when it had 16.7 billion views (see chart below). But lest you think viewers are fleeing YouTube, the perennial 800-pound gorilla of the online video market, what really appears to be happening is that a sizable chunk of viewers are shifting their viewing to mobile devices, which as I understand it, is not counted in comScore's data.
Categories: Aggregators, Mobile Video, Research
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VideoNuze Podcast #171 - More on Zero-TV Homes, TV Everywhere's Embarrassment and Binge-Viewing
I'm pleased to present the 171st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. Leading us off today, Colin digs into Nielsen's new "zero-TV" homes data, part of its Q4 '12 Cross-Platform report. When Colin crunches the numbers, he concludes that the U.S. pay-TV industry may have lost 1.1 million subscribers last year, who moved into the zero-TV category. That would be above other estimates, which range from flat to down about 500K.
Of course one of the industry's key initiatives to add value has been TV Everywhere, and on that front, there were refreshingly candid admissions this week from both David Levy, head of Turner's sales, distribution and sports, who said he was "embarrassed" at TV Everywhere's progress, and Lauren Zalaznick, NBCU's chairman, entertainment and digital networks, who said it's too confusing. Both are right, and there are other reasons as elaborated in the recent Ultimate Guide to TV Everywhere (free download).
Contributing to the pressure on pay-TV providers is the ever-expanding range of quality content available online, and 2 more efforts surfaced this week, Conde Nast's new digital video network, and VEVO TV, a 24x7 music video network.
Separate, Colin has released his excellent new white paper, "Second-Screen Apps for TV" (free download here)
And a reminder to sign up for "Sizing Up Apple TV" a free video webinar on April 2nd featuring Brightcove's Jeremy Allaire and me.
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 42 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!Categories: Cable TV Operators, Podcasts, Research, TV Everywhere
Topics: Conde Nast, NBCU, Nielsen, Podcast, Turner, TV Everywhere, VEVO
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Growth in "Zero-TV" Homes is Zero Surprise
Nielsen's new Q4 '12 Cross-Platform Report has identified just over 5 million "zero-TV" homes in the U.S., as Nielsen calls them, an increase from 2 million in 2007. Not to be confused, these aren't homes without TVs (75% of them still have at least one); rather they are homes that don't receive programming over traditional platforms (i.e. pay-TV and broadcast). Instead, almost half of them (48%) opt for OTT services like Netflix, Hulu Plus and others for content.
The growth in "zero-TV" homes should come as zero surprise. In fact, if there's anything surprising, it's that the number isn't already higher. But who these zero-TV homes are is less clear: are they cord-cutters or cord-nevers? The fact that almost half of them are under 35 suggests many are cord-nevers. Yet, the 2 main reasons for not subscribing to pay-TV (36% due to cost and 31% due to lack of interest) suggests many cord-cutters. Either way, with only 18% of them considering subscribing to pay-TV, most may well be "permanently cordless" and beyond the industry's promotional efforts.Categories: Cable TV Operators, Research
Topics: Nielsen
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Study: Agencies Frustrated with Rich Media Authoring for Video, Other Content Formats
With more people accessing web content through smartphones and tablets, advertisers want to make sure rich media ads, including video, play nicely across all types of screens. But a survey released today by Jivox shows ad agencies are frustrated with producing rich media ads for an increasingly complex device universe.
Jivox’s Q1 survey of more than 100 ad agencies (e.g. BBDO, Digitas, Mindshare, Starcom, Razorfish, MediaVest and others), released this morning, found 88% of respondents are “somewhat” or “very” stressed about authoring rich media ads that often include video elements. Another 15% don’t even try.Categories: Advertising, Research
Topics: Jivox
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Study: Mobile Video Ads That Include Social Media Buttons Drive 36% Higher Engagement
Fire up a video on your mobile device and you'll almost certainly observe how social media is playing a bigger role in the ad creative before or during the content. Underscoring this, the latest Social & Mobile Insights Report for Q4 '12 from Rhythm NewMedia shows that 30% of the in-stream mobile video ads carried across its network of 200+ mobile media properties in Q4 '12 included social media buttons like Facebook "Like" and Twitter "share."
Those buttons are there for a good reason: Rhythm found average engagement increased by 36% - from 1.6% to 2.1% - when social media buttons were included. According to Rhythm, that means advertisers that integrate social elements get more value for their campaign budgets.Categories: Mobile Video, Research
Topics: Rhythm NewMedia
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Survey: Under 2% of Pay-TV Subscribers Are Using Their Providers' Tablet Video Apps
Note: I'm pleased to post the latest from Stewart Schley, VideoNuze's newest contributor.
Survey: Under 2% of Pay-TV Subscribers Are Using Their Providers' Tablet Video Apps
by Stewart Schley
Digitalsmiths’ Q1 2013 Video Discovery Trends Report is out, and one of the key findings is that less than 2% of pay-TV subscribers use their providers' tablet video apps. The online survey of 1,800-plus adults shows how far the pay-TV industry has to go before their tablet video apps influence TV watching.
Of the roughly one-third of respondents who said they have tablets, 60% said they haven’t downloaded their pay-TV provider’s app, and another 14% aren’t aware such an app even is available. Of the 26% of tablet owners who have downloaded pay-TV provider's apps, only 18% said they actually use them. That means for every 100 pay-TV subscribers, under 2% of them ever fire up their provider's video app.Topics: Digitalsmiths
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Ooyala 2012 Video Index: Tablet-Based Viewing Times Continue to Rise
Note: Today I'm pleased to welcome VideoNuze's latest contributor, Stewart Schley. Stewart has been writing about media and telecommunications subjects for more than 20 years for publishers including CED magazine, Multichannel News, Paul Kagan Associates and One Touch Intelligence.
Ooyala 2012 Video Index: Tablet-Based Viewing Times Continue to Rise
by Stewart Schley
Video’s leap to tablets continues to impress, and not just when it comes to short-form content. Ooyala’s new Global Video Index 2012 illuminates a rising role for tablets in playing long-form content. Ooyala's data shows that in Q4 '12, 63% of total viewing time on tablets was for videos longer than 10 minutes, up from 46% in Q1 '12. Nearly one-third of time spent watching videos on tablets in Q4 ’12 was for those an hour or longer.
The numbers suggest users are becoming increasingly comfortable watching full-length TV shows, movies and other long-form content on tablets, a finding that has implications for television networks and other content providers that want to extend their viewership to the small screen. Among playback devices Ooyala tracks, only connected TVs and game consoles had a higher percentage of long-form video viewing (81.7%) in Q4. PCs clocked in at 57%, and smartphones at 43.6%.
Topics: Ooyala
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