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Friday, February 27, 2015

New Noggin OTT Service Will Be Next Test of Consumers' Willingness-to-Buy

Yesterday Viacom announced Noggin, a new $5.99/month ad-free, mobile-centric OTT service for preschoolers that will launch on March 5th. Viacom said that Noggin's content will be solely library-based, making it distinct from what's already available on-air on Nick Jr. Noggin will include programs such as "Blue's Clues," "Little Bear" and "Ni Hao, Kari-lan," plus others. In addition to the OTT offering, Viacom said it's talking to pay-TV operators about Noggin being a premium offer for authenticated subscribers.

Noggin is the latest response by TV networks to the dramatic market changes currently playing out. As I recently described, disruption has been particularly acute in the kids' space, where kids' cable TV networks' ratings are plunging as OTT services have avidly built out their kids offerings. Just since writing that piece 2 weeks ago, YouTube has launched a kids-focused app, Netflix has added 5 new kids series and Amazon has renewed 4 others, all amping up the pressure on kids TV networks even further.

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PERSPECTIVE  What's this?

It's Time to Measure the Real Value of Online Video

Posted by:
Andreas Panayi
Co-Founder, ConvIndex

With the ongoing dialogue surrounding measurement, brands are eager to embrace any metric that can help evaluate video content in today’s digital world.  

However, most marketers are still using the number of video views as a key performance indicator to assess video initiatives – a method of measurement that is severely flawed.  Video views in a vacuum – or alone – are not only misleading but also potentially damaging when it conceals poorly performing content and drives wrong investment decisions.

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