Video ad platform Videology has released case studies for 3 quick service restaurant (QSR) clients demonstrating how targeted online video ad campaigns can complement TV advertising to drive increased offline sales.
The key results of the 3 case studies are as follows:
- A regional restaurant generated an 11% increase in customer transactions using a geo-targeted online video campaign involving a 5% higher spend.
- A large fast food chain drove an 8% increase in customer visits and 9% increase in spend per customer on higher-priced family meal menu items using demo and advanced targeting.
- A family restaurant saw an 8.5% overall lift in lunchtime traffic using online video ads and a 13.3% lift for consumers who saw the ads 3+ times.
Broadband Internet access is a booming business in the U.S., especially for cable TV operators. According to data released last Friday by Leichtman Research Group, the top U.S broadband ISPs (accounting for 93% of the market) added nearly 384K subscribers in Q2 '14, the most since Q2 '09. Q2 '14 additions were 29% higher than those in Q2 '13 and 16% higher than those in Q2 '12.
Because the law of large numbers is working against broadband ISPs, adding even the same number of subscribers year-over-year is impressive, while adding more is even harder to do. For example, at the end of Q2 '12 there were 80.3 million broadband subscribers in the U.S., while at the end of Q2 '14 there were 85.9 million.
Topics: Leichtman Research Group
TV Everywhere proponents will find a lot to like in FreeWheel's newly released Q2 2014 Video Monetization Report. Ad views on authenticated on demand long-form plus live-streaming content grew 619% vs. Q2 '13. Fully 38% of these content formats' ad views now come via authentication, up from just 8% a year ago.
Live content was up 201% year-over-year, with 81% of live ad views attributable to sports. Q2 included marquee events like World Cup, NBA and NHL playoffs. The share of live content's ad views vs. total ad views increased from 8.1% in Q2 '13 to 18.3% in Q2 '14.
Likely not to surprise anyone with a teen in the house, new research commissioned by Variety found that the 5 personalities with the most influence among American 13-18 year-olds are all YouTube stars. As well, half of the top 20 are also YouTube stars, with the other half well-known mainstream celebrities.
1,500 teens were asked about 20 personalities (10 had the most subscribers on YouTube and 10 had the highest Q score among teens). Questions focused on approachability, authenticity and other measures deemed important to their influence. Answers were then scored on a 100-point scale to determine the final rankings.
Categories: Indie Video
Here's further evidence of video's rising importance for marketers seeking to build relationships with consumers: a survey of 1,000 American consumers and 500 marketers by Levels Beyond, a video content management provider, found that 59% of consumers are likely to watch a brand video when they visit a web site and 40% prefer watching a video vs. reading the same information. For millennials, 51% prefer watching a video to reading content.
As far as the types of video consumers like, 67% chose "how-to or instructional," followed by "comedy or spoofs" (42%), "product/informational" (34%), "micro-documentaries" (33%) and "animations/infographic videos" (30%).
Categories: Branded Entertainment
Topics: Levels Beyond
Late last week, Visible Measures released its quarterly Branded Video Report for Q2 '14, finding that branded videos were watched 2.8 billion times, an increase of over 50% vs. Q2 '13. The big driver of the record quarterly views was the World Cup, with videos related to it accounting for 19%, or almost 555 million of the views.
Nike was by far the biggest winner of World Cup related branded videos, with nearly 259 million True Reach views during the quarter, 84% of which were from its eight World Cup videos. Nike wasn't even an official World Cup sponsor, but its videos received 2.5x the 103.7 million views of adidas, which was the official sponsor and landed the brand in 3rd place for the quarter.
Categories: Branded Entertainment
A new survey by rich media ad provider Jivox has found that 75% of advertisers are running multi-screen ad campaigns, with 83% of the remainder planning to do so in 2014. The top reason for not currently running multi-screen campaigns, cited by 51% of respondents, was lack of technology. The survey included 130 executives at leading ad agencies.
eMarketer is forecasting that mobile video advertising will nearly quadruple in size from $1.44 billion in 2014 to $5.44 billion in 2018. The forecast is part of eMarketer's new "US Mobile Video Advertising 2014" report which eMarketer is offering for exclusive, complimentary download to VideoNuze readers.
At last week's VideoNuze Online Video Ad Summit, eMarketer's Principal Analyst David Hallerman previewed some of the data in his opening presentation. The session was video-recorded and will be available soon. In the meantime, Beet.tv interviewed David at the Ad Summit and I've embedded the video below.
I'm pleased to present the 232nd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
The World Cup is in full swing and as many predicted beforehand, live-streaming is a crucial part of how fans are following the action. Colin notes that Akamai (which is responsible for a lot of the live-streaming globally), said that back in the 2010 World Cup, the peak bandwidth used was 1.4 terabits/second. Akamai was expecting that level to quadruple this year.
Sure enough, in current group play, the Brazil-Mexico game already almost reached that target, registering 4.59 Tbps. That level will surely be exceeded as play moves on to the knockout stage (in which Colin's beloved England is unlikely to be participating).
A key part of the World Cup's streaming success is due to the proliferation of mobile viewing devices, and we next discuss data Ooyala released this week revealing that mobile's share of online views increased from 3.4% in Q1 '12 to 21.5% in Q1 '14. Live-streaming in particular was a big-driver, and that's mainly sports. We dig into the details.
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 28 seconds)
More evidence this morning about mobile video's surging adoption: in its Q1 2014 Global Video Index, Ooyala found that 21.5% of all online video views occurred on mobile phones and tablets, up from just 3.4% in Q1 2012. In addition, in Ooyala's prior Q4 2013 report, it predicted that by end of 2015, 37% of all video viewing will be on mobile devices, and by the end of 2016 it would be up to half.
Recently released data from online video ad platforms Videology and LiveRail reveal in-depth dynamics of the fast-moving online video ad industry.
First, in an analysis of 2.4 billion video impressions Videology delivered in Q1 '14, it found that 91% of advertisers bought video ads based on a guaranteed CPM (cost per impression), similar to how traditional TV advertising is bought. This was an increase of 6% vs. Q4 '13.
The desktop still dominates for online video ad campaigns, as 78% were for desktop-only, followed by 10% for desktop plus mobile, 6% for desktop/mobile/connected TV, 5% for mobile only and 1% for other connected TV. Videology found that 35% of campaign used some type of 3rd-party verification, including Nielsen's OCR or comScore's vCE.
Here's a new measure of how deeply online video viewing, and Netflix in particular, have penetrated the living room: 49% of all U.S. households now have at least one TV connected to the Internet, slightly over double the 24% level from 2010. For Netflix, 49% of its subscribers report watching online video on their connected TV weekly vs. 8% weekly use among all non-Netflix subscribers. 78% of Netflix streaming subscribers watch Netflix on a connected TV.
TVs are connected either through game consoles, Blu-ray players, Smart TVs or devices like Roku, Apple TV, Chromecast, etc. The data is according to the 8th annual Leichtman Research Group's Emerging Video Services study.
I'm pleased to present the 230th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week found Colin at the BroadbandTV Con event in Santa Clara where he was impressed by the 2 keynotes, by Eric Berger, EVP, Digital Networks, Sony Pictures Television (Crackle) and Roy Sekoff, President and Co-Creator of HuffPost Live. Eric and Roy provided insights about their strategies and the audiences they're pursuing. Both services are highly successful in their own ways. Colin shares his observations, and compares and contrasts the two.
One commonality is that both services are free to viewers and ad-supported, which brings us to our next topic, PwC's growth forecast for online video advertising, which I covered this week. We dig into the details and other PwC numbers. Even though PwC projects video ad spending will more than double, to $6.8 billion in 2018, Colin actually believes the forecast is too conservative. He explains why and what would really impress him.
Listen in to learn more!
Click here to listen to the podcast (18 minutes, 29 seconds)
PwC released its Entertainment & Media Outlook for 2014-2018 yesterday, forecasting that online video advertising in the U.S. will hit nearly $6.8 billion in 2018, more than double the projected 2014 level of $3.3 billion.
PwC sees video advertising as achieving a 19.5% compound growth rate from 2013-2018, trailing only mobile Internet advertising, forecast at 22.1% CAGR. Video advertising's share of all wired Internet advertising is projected to jump from 8.7% in 2014 to 14.5% in 2018.
Adobe has released its Q1 2014 U.S. Digital Video benchmark report, finding among other things, that 21% of U.S. pay-TV subscribers use TV Everywhere, up from 16% in Q3 '13. The 21% usage rate is exactly what research firm NPD found in its separate research released last month.
(Note, in a NY Times article today, Adobe said that the Q1 data excludes the Sochi Olympics TVE usage.)
Adobe also found that the number of TVE authentications jumped by 246% vs. Q1 '13, with iOS devices taking a 43% share of views, followed by browser (36%), Android (15%) and gaming consoles (6%). The latter experienced the strongest growth rate, up from a 1% share a year ago.
Categories: TV Everywhere
The Internet has been a boon to sports fans, with the new "Know the Fan" report from Sporting News Media, Kantar Media Sports and SportBusiness Group revealing that approximately 2/3 of U.S. sports fans follow sports online. In particular, 38% of fans who watch sports video online cited live-streaming of games/events as their top activity (up from 33% in 2013), followed by short highlight clips (31%) and videos of sports news (27%).
Topics: Sporting News
Binge-viewing is surely one of the most notable cultural phenomena of the past few years. Barely registering as a concept less than 3 years ago, many recent research reports now cite binge-viewing as having been adopted - if not regularly practiced - by a majority of TV viewers (examples here, here, here, here, here, here).
The shift toward binge-viewing has immense implications for the TV and video industries, touching everything from the creative process to programming/distribution decisions to monetization approaches. Some companies are fully embracing binge-viewing and riding its wave, while others are taking a more cautious approach.
Stepping back though, how exactly did binge-viewing become such a cultural phenomenon? I believe there are at least 5 key contributing factors, with the relationships among them creating a perfect storm of growth.
I'm pleased to present the 229th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Earlier this week Colin's firm nScreenMedia released new research, finding among things, that cord-cutters are mostly satisfied without pay-TV service. Colin provides his take on the data, noting in particular that just 9% of respondents missed sports, which suggests cord-cutters are mostly self-selected non-sports fans.
We also zero in on millennial cord-cutters and their attitudes. Both of us believe the data counters a quote from Time Warner CEO Jeff Bewkes this week related to millennials, that "Once they take the mattress and get it off the floor, that's when they subscribe to TV." That's been true in the past, but it will get a lot harder given the range of video choices now available.
We then turn our attention to TV Everywhere and recent research showing that while it is valued by those who use it, adoption still remains relatively low. We dig into why this conundrum is likely to continue.
Click here to listen to the podcast (22 minutes, 18 seconds)
The combination of changing viewer behaviors and new technologies has made monetizing video more complicated than ever. Whether you're a video industry incumbent or a new startup, learning how to monetize video has become a top priority and a key challenge.
To help address these questions, and present real-world success stories, I'm pleased to highlight a complimentary new white paper from Kaltura, which I've collaborated on, called "Smart Video Monetization - Striking the Right Balance."
New research from nScreenMedia (my weekly podcast partner Colin Dixon's firm), has found that among pay-TV cord-cutters, 37% said they were "extremely happy and will never go back to pay-TV," with another 47% saying they're "pretty happy with the decision." Conversely, 8% said they were "pretty unhappy with the decision" and 9% "hate it and wish they had the service again."
The overwhelming lack of remorse suggests cord-cutters have been able to cobble together mostly adequate OTT substitutes to pay-TV.