IBM Cloud Video - leaderboard - 11-8-17

Perspectives

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  • Perspective What's this? Breaking Through With New TV Experiences

    Execs from broadcasters, content owners and tech companies recently joined 100,000 of their peers at the NABShow 2017 convention in Las Vegas. A key focus for many at the show was how to drive breakthrough multiscreen experiences, get consumers to engage more and fully monetize the many opportunities that are emerging.

    During the Online Video Conference's “Breaking Through With New TV Experiences” session I moderated, attendees heard about the latest efforts underway by industry leaders to bring more personalization, discoverability and innovation to content delivery. Consumers have an incredible range of choices of multiscreen services that now span beyond VOD and linear to include fast-evolving OTT offerings. Representatives from Comcast Technology Solutions, Amazon, Gracenote and TiVo joined the discussion to shed insight into ongoing work, challenges ahead and what it takes to deliver industry-leading multi-screen experiences. Panelists also pulled back the curtain on the back-end capabilities that will be required to support these increasingly complex services.

     
    IBB Consulting works closely with operators and content owners to help design and execute multiscreen distribution strategies. Many of the efforts and activities that we heard about from the panelists are being undertaken or considered by a range of stakeholders today.

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  • Perspective What's this? Balancing Innovation with Practicality in Video Advertising

    There’s a lot happening in programmatic video advertising today – new ad formats, new measurement standards and new placements. For a major multinational brand that’s relatively new to the medium, there’s a lot to consider.

    It’s even more perplexing in an industry that tends to promote "the next big thing" before it’s really ready for prime time. A classic example of this was when the industry was poised to abandon Flash and head full-tilt into HTML5, when most of the available inventory was still exclusively in Flash. Today, there’s so much talk about connected TV and native video, many brand advertisers may be adding budget lines for these shiny new objects.

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  • Perspective What's this? Data, Monetization, and Viewership Trends Across the Video Landscape

    
Speed and growth. Two themes that publishers leveraging video really care about. In 2017, so far, publishers are using more sophisticated tools to measure, automate, and improve processes. In fact, using data and automation for video to drive larger, more engaged audiences and more effective monetization, is more important than ever.

    However, buzzwords don’t push the needle. Driving video business in the real world comes with a host of challenges, and fragmented efforts often tamp down any real growth.

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  • Perspective What's this? Publishers: Prepare for Connected TV

    There’s been a lot of hype over the past few years how TV broadcasters need to be cognizant of second screens like smartphones and tablets that can distract viewers. Now the first screen is getting revenge.

    Facebook, for one, is said to be developing a video-centric app for TV set-top boxes that would bring its content to TV. The move comes as the digital video ad market is projected to double by 2019 and publishers have been strongly pushing video ad inventory.

    For younger consumers in particular, the distinction between screens is irrelevant. About half of consumers watch movies and TV over the Internet daily. Some 63% of Americans own an Internet-connected TV.

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  • Perspective What's this? CPMs Will Increase for Programmatic Video

    Supply-side platforms (SSPs) love to tout unique and premium video inventory. The reality is premium video inventory is scarce, and unique premium video inventory is even more rare.

    To put it another way, “if you’re a content company and you’re not Facebook, Google, and Snapchat, you’re in the niche ad business,” said Meredith Kopit Levien, EVP and CRO of The New York Times. The good news: Scarcity is a good thing.

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  • Perspective What's this? Remembering the Basics is Critical for TV to Succeed In a "Technology Everywhere” World

    America’s broadcasting and cable companies have a rich history of creating great content and delivering large audiences that advertisers covet.  They also perfected a direct sales supply and demand business model that has, for the most part, survived the digital invasion.  But things have changed…

    Digital disruption has rippled across the media landscape for over two decades now, and while television has fared better than their print media counterparts, accelerated disruption from Facebook and others is now hitting video publishers harder than ever.  Much of the disruption falls into three categories:

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  • Perspective What's this? Going Flash-Free with Video: Transitioning Successfully

    As web browsers move rapidly to sunset their support for Flash, companies that rely on Flash for video playback are being forced to make changes. Apple has led the charge in driving the need for this change by disabling Flash by default in Safari 10, and Chrome, Firefox, and Microsoft’s Edge are quickly following suit. Some media companies migrated to HTML5 video players in early 2016 in anticipation of these industry-wide changes, but others have remained in a ‘wait-and-see’ mode to see if Flash really is going away.

    Companies that haven’t moved to an HTML5 video player are now stuck between a rock and a hard-place. For them, its either risk the impact of Flash being disabled and react as needed, or remove this risk at the expense of making this migration an immediate priority. The reticence of those that remain reliant on Flash has to do with not being able to properly evaluate the risk and effort involved.

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  • Perspective What's this? 5 Video Ad Market Predictions for 2017

    Convergence has been one of the main themes in video during 2016, as more content traditionally delivered via broadcast channels is being converted to digital streams. The marketplaces of the future - programmatic or otherwise - are beginning to form as media owners piece together a range of sales techniques to maximize their yield. Some of the big trends and changes we expect to see in 2017 are:

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