VideoNuze Posts

Tout, which syndicates premium video to over 4,000 sites, has inked a partnership with Grapeshot, a real-time marketing intelligence and optimization platform. Tout’s CEO Michael Downing told me in a briefing that the goal is to provide ad buyers increased transparency about the pages in which Tout content partners’ video is placed and also enable buyers to target more specific audience segments and context.

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Video ad tech provider Cadent announced this morning enhancements to its core addressable linear TV solution to enable ad delivery across OTT, network DVR and VOD as well. The entire system connects to multiple third-party ad servers through open standards so that pay-TV operators can fulfill on advertisers’ desires to plan, deliver and measure video campaigns holistically across screens.

In a briefing, Cadent’s CTO and COO, Stephanie Mitchko-Beale told me that a big differentiator for Cadent’s solution is that all ad decisioning is done in the cloud, which reduces the load that set-top boxes must carry and allows operators to dynamically insert ads in appropriate places. Operators can aggregate audiences across the different ways viewers consumer content, in turn giving advertisers a total view of usage.

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Netflix reported eye-popping Q2 ’17 results late yesterday, adding a total of 5.2 million subscribers (1.07 million domestically and 4.14 million internationally). These greatly exceeded the company’s own guidance (which it says is the same as its internal forecast) of 600K domestically and 2.6 million internationally for Q2 ’17. As a longtime Netflix observer, here are my 5 takeaways from the Q2 ’17 results:

Read the 5 takeaways

If you’re like me, you may have noticed that recently you’ve become a little less patient when you to try to watch a video and things don’t go exactly right. Whether it’s difficulty finding the desired video, momentary buffering, an intrusive/irrelevant ad or some kind of device issue - these sources of friction are increasingly noticeable and in turn disappointing.

I don’t find this surprising. We live in a world where instant gratification and seamless user experiences are becoming the new normal. Those that don’t measure up stand out more readily as sore thumbs. Among other things, we can now do a super-convenient voice search using a smart speaker, request a personal driver though Uber or Lyft with just a few taps on our smartphones, get a refund on an Amazon return the moment the package is scanned at UPS and lots more. Simply put, for many of us, the Internet and apps are making life easier all the time.

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I’m pleased to present the 379th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

On this week’s podcast Colin and I discuss recently released data from Nielsen, Parks Associates and Roku, which all underscore the growing momentum of connected TVs.

Colin’s analysis of Nielsen’s data shows that across all viewers, connected TV device viewing has increased from .4 hours per week in Q1 ’14 to 2 hours 30 minutes per week in Q1 ’17. Zeroing in specifically on users with connected TVs, the view time nearly quadruples.

The Parks data reinforces these trends, finding that 50% of U.S. broadband users are watching video on TV, using their connected TV devices (separate industry data has indicated over 70% of U.S. homes actually have at least one connected TV). The big 3 services (Netflix, Amazon and Hulu) continue to dominate, but Parks noted that certain niche SVOD services are gaining real traction.

Finally, Colin shares his analysis of Roku’s new data on times spent with the device. Roku’s numbers are noteworthy because they’re the only connected TV device that self-reports any usage data.

Listen in to learn more!
 
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Yesterday I posted the recent Video Ad Summit keynote interview with Brian Lesser, CEO of GroupM North America, in which he articulated some of the key challenges facing advertisers today: consumers are harder than ever to reach, data is becoming more valuable, workflows and media buying need to be simplified and agencies need to be more streamlined, among other things.

Video ad tech providers are well aware of these imperatives and this week, 2 new partnerships that were announced (one between YuMe and Mediaocean and the other between DataXu and Teads), along with a new strategic consulting initiative announced by SpotX, all pick up, in one way or another, on the points Brian made.

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We had 2 terrific keynote interviews at our recent 7th annual Online Video Advertising Summit, with Brian Lesser (CEO, GroupM North America), which was conducted by Matt Spiegel (Managing Director, Marketing & Technology Solutions, MediaLink) and with Troy Young (Global President, Hearst Digital Media), who I interviewed.

Taken together they provide invaluable insights from both the buy and sell sides about how to succeed in the rapidly changing video industry.

Each interview is a little over 30 minutes. Links to all of the session videos from the Ad Summit are included at the bottom of this post. Enjoy!

Watch the keynote interviews

With the launch of numerous skinny bundles, direct-to-consumer OTT services and innovative new packages from incumbent pay-TV operators, it’s more confusing than ever for viewers to decide which service(s) are right for them and how much they should pay. For skinny bundles in particular, the confusion is compounded by the fact there’s little rhyme or reason to which TV networks are included and which aren’t, leading to what I’ve called the “Swiss cheese” problem of too many holes in their lineups that consequently diminish their value.

To address this complexity, startup Suppose TV has launched a free online tool that allows users to specify their geographic area and which TV networks are most important to them with further filters like DVR availability and device/multi-stream compatibility. Suppose’s algorithm considers these inputs and then provides unbiased recommendations on the optimal services, starting with the “Best Fit” service.

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