VideoNuze Posts

It's no secret that with consumer behavior fragmenting over different video sources and media-related activities, advertisers are having a tougher time than ever reaching their targeted audiences. Especially elusive are younger, lighter TV viewers. No surprise, these lighter viewers skew younger with about 31% of 18-49 age group in the category. They're also choice targets for advertisers: they're wealthier, more educated and more diverse.

To help prove the efficacy of online video advertising as a method for reaching these viewers, yesterday Google/YouTube and Nielsen released new research demonstrating that lighter TV viewers (who average 39 minutes per/day) are more effectively and cost-efficiently reached with online video advertising that compliments traditional TV advertising.

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At the recent NABShow, Craig Heiting, VP/GM, Media and Entertainment for Market7, stopped by for a brief video interview. Market7 offers group collaboration software for video pre and post-production, streamlining the work flow for video projects. The process starts with one team member uploading the video, with other members then alerted to the video's availability. They key is they don't need to actually download the large video files in order to begin collaborating. Craig talks about how actress Dyan Cannon is using Market7 for her new production, "Get Your Luv On" as well as other customers. Watch the video below (3 minutes, 40 seconds).

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The nascent market for second screen TV apps on mobile devices - whether from pay-TV operators, content providers, CE/SmartTV manufacturers or social media/discovery startups - is poised to accelerate due to a deal announced yesterday between Tribune Media Services (TMS) and Digitalsmiths. That's because TMS, which is the largest provider of metadata about TV shows and movies will now use Digitalsmiths' Seamless Discovery platform to offer 20 different APIs allowing app developers far easier access to the data than ever before.

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Kaltura's Chairman and CEO Ron Yekutiel came by the VideoNuze booth at the recent NABShow and shared a detailed company update. Kaltura operates in three verticals: media, enterprise and education. Ron provides an in-depth update on customers Kaltura is working with in each vertical and the apps they're using Kaltura for. It's a very rich discussion of some the user dynamics in the video space. Watch the video below (6 minutes, 30 seconds).

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Don't delay - early-bird discounted registration for the VideoNuze 2012 Online Video Advertising Summit on Tues, June 19th in NYC ends next Friday. Sign up now for big savings off the standard rate. For startups/students, I've just created a special $200 value ticket to make the event more affordable. Contact me for the discount code.

I've added two more sessions to the program, "3 Screens, 3 User Experiences: Making Monetization Work" (with executives from CBS Interactive, Discovery, Mixpo and U.DIG) and "Best Practices in Online Video Advertising: A 360 Degree View" (with executives from Razorfish, The Weather Channel, Conviva and Latergy). These executives join others from GroupM, Google/YouTube, The Wall Street Journal Digital Network, LG Electronics, Macy's, eMarketer, American Express, Digitas, VivaKi, Adobe, TV Guide and more in what promises to be a compelling day of learning and networking.

Whether you're a content provider, advertiser, agency, technology or other ecosystem executive, the Summit will be premier opportunity to gain first-hand insights into online video generally and the rapidly-evolving online video ad industry in particular.

The Summit is generously supported by Title sponsors Auditude/Adobe and YuMe along with Adap.tv, Innovid, Collective, Conviva, Eyeview, Mixpo, TubeMogul, VideoHub, Videology and LiveRail. We'll also have a fun door prize drawing sponsored by Jivox.

Save now with early-bird registration!

(Note, the VideoNuze 2012 Online Video Advertising Summit takes the place of last year's "ELEVATE" event).

To get the ball rolling toward the Summit, join VideoNuze, TubeFilter and FourScreen Media for our complimentary Multi-Screen Mix-Up tomorrow night, Wed, May 16th, at Copia from 6:30-8:30. Jim Louderback, CEO of Revision3 (which was just acquired by Discovery) will be our speaker. And we will be doing a drawing for 5 attendees to receive free tickets to the Summit.

Yesterday, Encoding.com announced that Revision3 (which was recently acquired by Discovery) is replacing its in-house encoding infrastructure with Encoding.com. The win is a validation of Encoding.com's vision for its cloud-based, encoding-on-demand service model as more scaleable and cost-effective vs. the traditional approach of media companies operating their own encoding systems.

Jeff Malkin, Encoding.com's president and I caught up at the recent NABShow. Jeff discusses why over 3,000 companies across multiple industries have elected to work with the company for their encoding needs. Encoding.com is also moving into TV Everywhere, to support longer-form video encoding for multiple device delivery. Watch the video below (5 minutes, 58 seconds)

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As this week's TV advertising upfronts kick-off, the inconvenient truth of live TV viewing's ongoing decline should be on the minds of everyone in the ecosystem. The days of forcing viewers to tolerate almost a minute of advertising for every two minutes of TV programming they viewed are fading. With DVRs now approaching 50% of American homes, viewers are more in control than ever, and live viewing's decline will accelerate. One bit of good news for both TV networks and advertisers is that online video advertising is maturing in time to help. Following are 4 reasons why online video advertising's appeal should grow:

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There's lots of online buzz right now about an apparently massive amount of online piracy for HBO's hit show "Game of Thrones." To better understand HBO's online strategy with its HBO GO app, I recommend watching the interview I did with co-president Eric Kessler at last November's VideoSchmooze event, which I've re-posted below. This interview is the primary source for a lot of the back-and-forth going on about the GOT piracy issue and what's behind it.

In the interview Eric is very clear in explaining why HBO is focused on maintaining exclusive distribution through pay-TV providers, which means the HBO GO app is only available to HBO/pay-TV subscribers. Coincidentally, this week's podcast touches on how restrictive access to popular programming helps breed piracy.  In this case HBO has rabid GOT fans, but many aren't cable subscribers as Forbes points out, and therefore can't subscribe to HBO. I explained this conundrum back in March, 2011 in "Could HBO be the Next BLOCKBUSTER."

By limiting its distribution, HBO is adhering to a traditional model that still works reasonably well and is very rationale, yet also leaves lots of opportunity on the table and encourages illegal behavior. It's yet another one of the many dilemmas arising as analog era business models collide with digital era distribution realities.

Watch the interview