I'm pleased to present the 256th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week Colin and I share our predictions for the video industry in 2015. In addition, we look back at our predictions for 2014 and share how we did (yes, accountability!).
Listen in to learn more!
At last night's Golden Globe awards, Amazon's series "Transparent" won Best Comedy, with its star Jeffrey Tambor winning best actor - TV Comedy, while Netflix's "House of Cards" star Kevin Spacey won for best actor - TV drama. Granted, it's just one awards show, and just two programs, but the Amazon and Netflix wins further legitimize OTT as a bona fide alternative source of high-quality programming to broadcast and cable TV.
The operative word here is "alternative." Note that for years, Netflix in particular has characterized itself as "supplemental" to broadcast and cable TV. And to be sure, with around 37 million Netflix subscribers in the U.S. and cord-cutting still relatively muted, the reality is that today Netflix still is mostly a "supplemental" service.
Categories: Indie Video
I'm pleased to present the 254th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
As is our custom for the final podcast of the year, today Colin and I discuss our top 10 online video stories of 2014. Needless to say, it was an incredibly busy year for online video, making it quite a challenge to narrow our list to just 10 top stories. If you disagree with any of our choices, then as always, we welcome your feedback.
Stepping back and reviewing the list, I think there's an argument to be made that when observers look back 10-20 years from now, 2014 could well be viewed as the big turning point for online video - the year when all of the critical pieces to online video becoming a completely mainstream experience fell into place. These pieces include viewer acceptance, burgeoning content, robust monetization, wide deployment of connected devices and mobility. At a minimum, buckle up, because the stage has been set for a huge 2015.
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!
Below is the full video of the opening season at the recent VideoSchmooze: Online Video Leadership Forum, featuring Dounia Turrill, SVP, Client Insights, Nielsen and Bruce Leichtman, President and Principal Analyst, Leichtman Research Group, with me moderating. It was a fascinating session with Bruce and Dounia dispelling many of the myths around the changing video landscape, while zeroing in on the trends that matter most.
Among the topics we explored were cord-cutting and pay-TV seasonality, how SVOD is substituting for linear TV viewing, how Netflix is penetrated across different demographics, whether CBS All Access and HBO OTT will succeed, why too much attention is paid to millennials' viewing habits, why TV Everywhere is being marketed incorrectly, and how ad dollars are shifting from TV to online video, plus others.
I'm pleased to present the 252nd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Colin and I recorded the podcast shoulder-to-shoulder in NYC, where we were both at VideoSchmooze on Thursday. There were many great insights from panelists throughout the morning and we share 4 quick takeaways on this week's podcast. (Note, I'll be posting all session videos over the next couple of weeks.)
Our takeaways include discussion around Nielsen's new Total Audience report, which showed a decline of linear TV viewing across all age groups, most particularly among 18-24 year-olds; funding of high-quality online originals; a data point shared by comScore's Anne Hunter, that 36% of online video ad impressions are by bots, not humans; and last, the rise of autoplay video content, driven by Facebook.
Listen in to learn more!
Nielsen has released its Q3 '14 Total Audience report (which is the new name for the previous quarterly Cross-Platform report), the highlight of which is the marked reduction in linear TV viewing across every age group except 65+, with an accompanying surge in online video. I charted the new Q3 '14 data vs. Q3 '13 data below.
The big quarter-vs-quarter change that pops out is the 19.2% reduction in linear viewing per week by adults 18-24. This age group is now watching 17 hours, 34 minutes per week, which is 4h, 11m less than the 21h, 45m a year ago. While this group increased its online video usage by 20.7%, that only accounted for 25 incremental minutes per week.
I'm pleased to present the 251st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
First up this week we dig into Nielsen's new plan to measure viewership on SVOD services. Both Colin and I believe this holds a lot of potential for TV networks and studios, though we're cautious until we learn more about the data that is produced (for more, Nielsen's SVP, Client Insights Dounia Turrill will be speaking at the Dec. 4th VideoSchmooze and this will be a topic of discussion).
We then transition to talking about specific OTT initiatives underway in Europe. Colin was in London this week attending a conference where he had a number of valuable conversations with broadcasters and pay-TV operators. He shares some specifics.
(Apologies - our recording quality is a little shaky this week due to connection issues)
Listen in to learn more!
The WSJ reported last night that next month Nielsen will begin measuring viewership of programs on Netflix and Amazon. This would represent the first time that any sort of granular viewing data by program would be available, offering potentially huge benefits to the ecosystem. According to the WSJ, Nielsen will use its people meters to analyze the audio components of programs. A key caveat is that mobile viewing would not yet be measured.
Data is changing network TV advertising sales in ways that rival previous industry shifts. Cross-platform advertising and audience measurement, advanced audience selling capabilities, and new campaign creative informed by big data insights are driving this change.
The result? More opportunities to increase monetization of ad inventory, including working with advertisers and agencies to differentiate cross-platform campaigns, establishing a cohesive premium programmatic strategy, and developing original branded content tailored to resonate with target audience segments.
Adobe's Q2 '14 U.S. Digital Video Benchmark report has found that global online video starts hit 38.2 billion, a 43% increase vs. Q2 '13 and a new record among Adobe customers. Q2 was fueled in part by the heavily streamed World Cup matches in June. Mobile continued to experience strong growth too, with 26% of starts occurring on mobile devices, up from 19% a year earlier. Smartphones notched 13.6% of starts vs. 13% for tablets, the first time smartphones have pulled ahead. However, just 16.6% of mobile videos reached 75% completion.
Categories: TV Everywhere
BrightRoll has released a new study, conducted by Nielsen, which concludes that mobile video advertising provides cost-effective incremental reach to TV advertising. Nielsen found the following incremental reach with mobile video ads in 4 verticals it studied: CPG (12.7%), Auto (11.9%), Telecom (9.5%) and Financial Services (9.9%).
Underlying the incremental reach benefit of mobile video is Nielsen's estimate that once a brand hits 60% or more of its target audience with TV advertising, there's a point of diminishing returns, making incremental reach very expensive.
Nielsen has released its Q2 '14 Cross-Platform Report, finding among other things, that online video viewing/day for Americans age 18-64 has doubled from an average of over 13 minutes in Q2 '12 to an average of over 27 minutes in Q2 '14. The 18-34 age group leads with 35 minutes/day in Q2 '14, followed by 35-49 year-olds (26 minutes/day) and 50-64 year-olds (19 minutes/day).
Despite the gains, TV viewing still dwarfs online viewing, and held up pretty well over the 2 year period. For 18-34 year-olds, TV viewing in Q2 '14 was 4 hours, 17 minutes (a 10 minute decline since Q2 '12), for 35-49 year-olds it was 4 hours, 57 minutes (an 8 minute decline) and for 50-64 year-olds TV viewing was 6 hours, 12 minutes (a 5 minute increase).
Categories: Mobile Video
Late last week, YuMe announced that it was implementing Nielsen's mobile Online Campaign Ratings (OCR) to support cross-screen video ad campaigns for clients Toyota and GSK. With Nielsen's mobile OCR, YuMe is able to measure audience segments by demographics, thereby improving its targeting capability across screens.
Nielsen is touting momentum for its mobile Online Campaign Ratings (OCR), citing adoption by over 20 different agencies, content providers and video ad platforms including Adap.tv, AdColony, BrightRoll, Collective, Defy Media, Digitas LBi, Drawbridge, Evolve Media, Freewheel, GroupM, Innovid, LiveRail, Lotame, Rocket Fuel, Rhythm NewMedia, Torrential, Tremor Video, TubeMogul, Twitch, Vdopia, Verve, Videology and YuMe.
BrightRoll announced a number of new and expanded partnerships this morning at its BrightRoll Video Summit, all intended to accelerate programmatic video advertising. They include:
comScore and Nielsen - Integration of comScore's Validated Campaign Essentials (VCE) and Nielsen's Online Campaign Ratings (OCR) so buyers can tap into this measurement data in planning, targeting, optimizing and reporting on their campaigns. Access to the data is being provided free to buyers.
Google - A programmatic integration with DoubleClick so that video ad buyers using BrightRoll will be able to gain real-time access to high-quality inventory in the DoubleClick Ad Exchange, which includes YouTube.
BlueKai - Last, BrightRoll announced that mobile audience targeting is available, with BlueKai as the first 3rd-party mobile data provider that has been integrated. Others are expected this year. The mobile capability means buyers using the BrightRoll platform will be able target audiences beyond desktops, on smartphones and tablets. BlueKai includes 20,000 data categories in a marketplace of 70 million unique iOS and Android users.
(Note: I'm attending the BrightRoll Video Summit this morning and will be continuously tweeting highlights at #BRVS.)
TV is moving to digital - and fast. Today, billions of digital ads are seen everyday by millions of online viewers, yet 99% of those ads are repurposed from television and often measured by traditional TV metrics of reach or gross ratings points (GRP). Not only is this inefficient, but it also only scratches the surface of measurement’s potential for digital video.
Last week, our company hosted a panel discussion in New York City with top industry leaders and agency executives to discuss the evolution of measurement beyond the current standard of impressions and GRP. We agreed that using the same success metrics as TV measurement for digital video is insufficient and the true potential of what digital video can accomplish for brands will only be reached when we look at factors such as post-impression activity, increased website visitation, lead generation, and even offline sales. These metrics looked at the broader effectiveness of digital video ads beyond simply reach.
Some of the questions addressed by the panel included: is the industry ready to add more customized measurements what should they be? What challenges do they bring? How can we balance between the need for a standardized measurement unit and customization (the specific needs each brand advertiser)?
It was a great night and I wanted to share some of the key perspectives from the panelists during the discussion:
Reading through a WSJ article yesterday, "Advertisers' Dilemma In Online Video - Reach or Frequency?" it struck me once again how silly it is to keep reinforcing a debate of online video advertising versus TV advertising. Five years ago this debate may have had some merit. But in 2014, savvy advertisers know it's really online video advertising and TV advertising. The two are highly complementary and are actually blurring as many of the traditional distinctions between them continue breaking down.
Nielsen released its latest Digital Consumer Report yesterday, finding among things, that 52% of broadband-only homes in the U.S. are in the 18-34 age range. Nielsen notes this group accounts for fewer than 5% of total U.S. households, but believes it's important to understanding the future digital living room. Nielsen said 80% of this group owns game consoles and 41% tablets, both twice the rate of traditional TV households.
Categories: Broadband ISPs
According to a recently released study by the Association of National Advertisers (ANA) and Nielsen, multi-screen advertising will grow from 20% of advertisers' budgets today to nearly 50% in the next three years. While 48% of respondents said they believe multi-screen campaigns are very important in effectively delivering marketing messages, almost twice as many (88%) believe that these types of campaigns will be very important in three years.
One of the biggest issues for multi-screen advertising is measurement due to a huge gap between existing measurement approaches and how respondents would prefer to measure integrated multi-screen campaigns. 71% of survey respondents said they use a variety of metrics specific to individual screens, but 73% said they would prefer to use just one set of metrics across all screens.
Nielsen released additional data from its Q2 2013 Cross Platform report substantiating the trend toward "binge-viewing." Nielsen found that a whopping 88% of Netflix users and 70% of Hulu Plus users say they watch 3 or more episodes of the same show in one day.
The Nielsen data is directionally in line with survey results that Piksel released last week showing 94% of respondents engage in some type of binge-viewing behavior, either watching episodes together as quickly as possible, watching 1 or 2 every few days, or some combination of the two behaviors.