VideoNuze 2016 Online Video Advertising Summit EB - leaderboard - 4-22-16

Analysis for 'Research'

  • IAB: Ad Spending on Original Online Video Up 114% in Past 2 Years

    New IAB research indicates that ad spending on original online video is up 114% in the past 2 years. The 360 advertiser and agency executive respondents said that their average original online video ad spending has increased from $2.1 million in 2014 to $4.5 million in 2016. Telecom is the vertical with the highest average spending in 2016 ($6.7 million), followed by Health and Beauty ($6.4 million).

    The research revealed that more than a third of advertisers’ online video budgets and 38% of their original video budgets will be allocated at the NewFronts, underscoring why online and established companies continue to invest in their presentations. 8 in 10 respondents (including both TV buyers and digital buyers) said that they increased their original online budgets due to NewFronts attendance.

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  • Videology: TV Data Gains As Targeting Source For Online Video Ad Campaigns

    Late last week Videology shared Q1 ’16 data from its platform, showing the continued convergence between TV and online video advertising. Videology found that 11% of video campaigns run through its platform used TV data segments to help target online video campaigns. As in the past, the most-used segment was current TV ad schedules, followed by sports viewers and competitors’ TV schedules.

    The use of TV audience data has been on an upswing over the past year plus according to Videology. In Q4 ’15, Videology reported that video campaigns using TV audience data had increased by 114% year-over-year. No doubt this was off a very small base as the whole concept of using TV viewing data is still relatively early stage.

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  • Research: Subscriptions to OTT Services Aside From Netflix, Amazon and Hulu Remain Minimal

    Here’s a measure of how dominant the big three SVOD services (Netflix, Amazon and Hulu) are in the US: according to new OTT data from Parks Associates, just 5% of all broadband homes subscribe to one or more of the 98 SVOD services available in the US aside from the big three. Among the 98 services Parks counted are high-profile offerings like HBO Now, CBS All Access and Sling TV.

    At the end of 2015, there were approximately 96.3 million broadband homes in the US, according to Leichtman Research. So that would mean that about 4.8 million broadband homes were subscribing to one or more of the 98 SVOD services outside of the big three. Parks did not specify the actual subscriber levels of any of the 98 SVOD services.

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  • Twitter: More Socially Engaged TV Viewers Have Higher Ad Recall

    Twitter has released research finding that ads in TV shows that generate strong emotional reactions on Twitter are more likely to be recalled. Twitter conducted the research with Starcom and social TV analytics provider Canvs, which measured the emotional response to the TV shows based on an analysis of viewers’ tweets.

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  • VideoNuze Podcast #314: TV Everywhere Lags, Buffering Frustrates, SVOD Rolls Over DVDs

    I'm pleased to present the 314th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    First up this week, Colin and I dig into the TV Everywhere awareness/usage data from Digitalsmiths’ Q4 ’15 Video Trends report. Both of us found it pretty sobering that 60% of pay-TV subscribers are still unaware of TVE services and usage has stalled out, despite the industry’s big bet. The data indicates that only around 10% of pay-TV subscribers use TVE on a weekly basis.

    We then turn to the frustrations of buffering, which IneoQuest focused on in its “Buffer Rage” survey released this week. But despite the issues online viewers may be having with delivery quality, SVOD remains on a roll. DVDs have clearly been a victim of SVOD’s success and Colin notes that Digitalsmiths’ report found respondents’ usage of Redbox DVD kiosks dropped precipitously from 18.4% in Q1 ’15 to 13.1% in Q4 ’15. This week Redbox’s parent Outerwall said it was exploring “strategic and financial alternatives.”

    Listen now to learn more!

    Click here to listen to the podcast (20 minutes, 31 seconds)




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  • 60% of Pay-TV Subscribers Are Still Not Aware of TV Everywhere Services

    60% of pay-TV subscribers are still not aware of TV Everywhere apps allowing TV viewing on mobile devices. That’s one of the key highlights of the 13th edition of the Digitalsmiths quarterly Video Trends Report, for Q4 ’15, which surveyed 3,100 consumers. The 40% awareness level is up just 3.7% since Q4 ’13 and 13.6% since Q4 ’12.

    Worse, the Q4 ’15 report found that 21.5% of pay-TV subscribers have their pay-TV provider’s app on their mobile device, a decrease of 3.7% since Q4 ’13 and 4.5% since Q4 ’12. Among those who use their pay-TV provider’s app, 45.4% use it on a weekly basis, flat from Q2 ’15 but up 3.6% from Q3 ’15 when it dipped.

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  • Survey Highlights “Buffer Rage” As Pain Point For Online Video Viewers

    Video analytics provider IneoQuest has released results of a new survey of 1,000 online viewers quantifying “Buffer Rage,” a lighthearted reference to the frustration many users feel when online video doesn’t seamlessly playback.

    IneoQuest found that 51% of viewers surveyed have experienced Buffer Rage, with buffering occurring one out of every three videos watched (cited by 34% of respondents) and one out of every five video watched (cited by 24% of respondents).

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  • Ooyala: Mobile Viewing Nudges Up to 46% of Video Views

    Ooyala has released its Q4 ’15 Global Video Index, finding that mobile video now accounts for 46% of views. That’s up slightly from the 45% Ooyala reported in Q3 ’15 and 44% it reported in Q2 ’15, suggesting that mobile viewing share may be starting to plateau. Smartphones still dominate mobile viewing, driving 6x the share of tablets. For the second quarter in a row, 69% of all videos watched on smartphones were under 10 minutes.

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  • FreeWheel: Video Ad Views on Devices Surpass Desktop/Laptop for First Time

    In a sign of how extensively connected and mobile devices have proliferated, video ads viewed on them have surpassed video ads viewed via browsers on desktops and laptops for the first time, as measured by FreeWheel in its new Q4 ’15 Video Monetization Report.

    As seen in the graphic below, while desktops/laptops accounted for 40% of video ads views (up .1% vs. Q4 ’14), video ads viewed on connected TV devices accounted for 22% (up 76% YOY), with smartphones accounting for another 19% (up 92% YOY) and tablets at 9% (up 40% YOY). Combined, these devices account for 50% of ad views. FreeWheel also reported 10% of of ad views occurring on pay-TV operators’ set-top box VOD.

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  • Research: SVOD Penetration in U.S. Passes 50%

    New research from Pivotal Research Group, based on Nielsen data, reveals that at the end of February, 2016, SVOD services were in over 50% of U.S. TV households, up from 43% in February 2015. The SVOD services included are Netflix, Amazon Prime and Hulu.

    No surprise, Netflix is by far the most popular SVOD service, in 45% of U.S. homes (up from 38% a year ago), followed by Amazon Prime in 21% of homes (up from 15% a year ago) and then Hulu in 10% of homes (up from 7% a year ago).

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  • TiVo Research Study Finds TV Ad Spending Cuts Lead to Lower Sales

    TV ad budgets are being diverted to many different types of digital spending these days, so it’s no surprise to see TV networks and their partners re-asserting the value of TV advertising, especially as the all-important upfronts approach.

    The latest evidence is a new study from TiVo Research, consulting firm 84.51 (part of The Kroger Co.), A+E Networks and Turner, which found that for every dollar decrease in TV ad spending, the reduction in sales was $3. The study looked at 15 consumer packaged goods brands which had reduced TV ad spending somewhere between 29% and 75%. The study then measured their sales performance for one or two quarters in the 2013-2014 period.

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  • Research: Linear TV and Pay-TV Set to Increase Over Next 3 Years

    Here’s a surprise: a survey of over 100 agencies, advertisers and publishers, conducted by Forrester Research and commissioned by Videology, found that respondents believe time spent with both linear TV and pay-TV will increase over the next 3 years.

    As the graphic below shows, 49% of respondents see a significant or moderate increase over the next 3 years in watching TV at the time it is broadcast, up from just 27% when surveyed in 2013. 23% believe viewing time will remain the same (vs. 21% in ’13) and 28% think it will significantly or moderately decrease (vs. 52% in ’13).

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  • TV Everywhere Usage Remains Hard to Pin Down

    TV Everywhere is the great hope of the pay-TV industry to combat viewers from defecting to OTT. But pinning down actual TVE usage remains murky at best.

    For example in its Q4 2015 Digital Video Benchmark released last week, Adobe found that 17.4% of pay-TV viewers used TV Everywhere at least once per month. That was the highest level of TVE usage Adobe has found, rising above the 13%-14% range of usage over the past 4 quarters.

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  • Study: Watching Video Accounts for Just 2% of Smartphone Time

    GfK MRI has released results of a new study analyzing the amount of time nearly 6,000 smartphone users spend on different activities, finding that just 2% of time is spent watching video. Phone calls and texting are tied for first with 22% of time spent, followed by email and social media (both 10%). Overall GfK’s category of “Entertainment,” which includes web surfing, music, games, video, shopping and reading, accounted for 22% of time spent.

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  • Cisco: Video Will be 75% of Global Mobile Data Traffic by 2020

    Cisco has released its 10th annual Visual Networking Index, forecasting that video will account for 75% of global mobile data traffic by 2020, up from 55% in 2015. The U.S. is forecast to have the highest level of mobile video at 77% of mobile data traffic, a 49% annual growth rate from 2015.

    Globally, mobile data will account for 367 exabytes of data per year, an 8x increase from 44 exabytes in 2015. The growth is driven by an increase in the number of mobile users and smart mobile devices and plus faster network speeds. Cisco estimates that by 2020, 5.4 billion people, or 69% of the global population, will have mobile phones, eclipsing the 5.3 billion that have electricity and the 2.2 billion that have landlines.

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  • VideoNuze Podcast #304: Linear TV Viewing Down, Connected TVs Up, Pay-TV/SVOD Linked

    I'm pleased to present the 304th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    2015 has been another big year of change in the video industry. On this week’s podcast we dig into some recent research on changes in linear TV consumption from Nielsen and the rise of connected TV devices. We also discuss research showing the relationship between pay-TV and SVOD.

    Listen now to learn more!



    (Note, this is our 49th podcast of 2015; we’re taking a break next week and will be back on January 7th. Happy holidays to all of our listeners!)

    Click here to listen to the podcast (19 minutes, 52  seconds)

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  • Research: Pay-TV Subscribers More Interested in SVOD Than Non-Subscribers

    New research from Interactive Broadband Consulting Group (IBB) suggests that pay-TV subscribers may actually be more fertile targets for adding SVOD services than non-pay-TV subscribers. IBB found that 31% of current pay-TV subscribers plan to add an SVOD service over the next 6 months, vs. 21% for non-pay-TV subscribers.

    The data supports the theory that heavier TV watchers seek more great TV to watch (and therefore are more prone to subscribe to SVOD services which are offering a ton of originals) than lighter watchers. That’s not to say there isn’t also a segment of what I’ve called “entertainment-only’s” who will resist paying for the multichannel bundle which is anchored by expensive sports networks.

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  • VideoNuze Podcast #303: The Top 10 Online Video Stories of 2015

    I'm pleased to present the 303rd 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 2015. A lot happened this year and it’s been tons of fun to cover and try to make sense of it. If you disagree with any of our choices, then as always, we welcome your feedback.

    We’re going to try to slip in one year-end podcast next week, but in case you’re heading out early for the holidays, 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!

    Listen now to learn more!



    Click here to listen to the podcast (28 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!

     
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  • Akamai: 15% Of World's Broadband Is 4K Ready As Ecosystem’s Embrace Accelerates

    Akamai has released its Q3 2015 State of the Internet report and, as always, it is chock full of details about global Internet connections. One of the more interesting data points Akamai found related to online video is that 15% of the world’s Internet connections now average 15 mbps or higher, the speed Akamai has designated to be “4K ready.” That’s up from 12% in Q3 ’14.

    South Korea once again had the highest percentage of connections above 15 mbps, at 45%, which was actually down from 66% in Q3 ’14. In second place was Sweden at 38%, up from 29% a year ago, followed by Norway at 37%, up from 21% a year ago. Switzerland and Hong Kong  (both at 36%) rounded out the top 5 countries that are 4K ready.

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  • Sandvine: 70% of North American Peak Period Downstream Internet Traffic is Video and Audio

    Sandvine has released its December, 2015 Global Internet Phenomena report, revealing that video and audio traffic now accounts for 70.4% of North American downstream traffic on wired networks in peak period. Sandvine said that 5 years ago, video and audio accounted for less than 35% of peak period traffic.

    Netflix has become even more dominant in the past year, now with 37.1% of downstream traffic, up from 34.9% that Sandvine reported in November, 2014. Among other popular services, YouTube was in second place with 17.9% share (up from 14% share in Nov. ’14), Amazon Video was fourth (3.1% share, up from 2.6% in Nov. ’14), iTunes was fifth (2.8% share, flat from Nov. ’14), Hulu was sixth (2.6%, up from 1.4% in Nov. ’14) and Facebook seventh (2.5%, down from 3% in Nov. 14).

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