VideoNuze Posts

Adobe's VP, Monetization (and former CEO of Auditude) stopped by the VideoNuze booth at the NABShow yesterday for a video interview (see below) in which he shares highlights from the company's newly-released 2012 Digital Video Ad report. The data is based on over 2.5 billion video ads that Adobe served in the second half of 2011 across customers like MLB, Comcast, Fox News and other premium video providers.

Key findings included:

- Mid-rolls have an 87% completion rate, 30% higher than pre-rolls

- Ad completion rates of 94% on mobile devices (tablets and smartphones) are the highest of any viewing environment

- Ad completion rates for live content are 85%, which is 23% than for VOD

All in all, the report concludes that advertising in online video is becoming more similar to broadcast TV as the ad loads are increasing and viewers become more tolerant.

The full report is located here.

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VideoNuze's first-ever booth, at NABShow, is up and running (see below)! True, it's not nearly as elaborate as the booths from the big guys, but it's doing the job for us. We've been recording video interviews all morning with online video industry executives, which we'll begin posting tomorrow!

I'm pleased to be joined once again by Colin Dixon, senior partner at The Diffusion Group, for the 129th edition of the VideoNuze Report podcast, for April 13, 2012. These days it can be overwhelming to keep up with the amount of data concerning change in the video landscape. In an effort to demystify things a bit, today Colin and I discuss several interesting data points that have recently hit our radar, which tangibly underscore how viewers' behaviors and expectations are shifting. We see a narrative forming from the data and discuss its implications for the video and pay-TV industries.

Listen in to learn more!

Click here to listen to the podcast (19 minutes, 27 seconds)

Click here for previous podcasts

The VideoNuze Report is available in iTunes...subscribe today!

HBO announced yesterday that it will offer online access to premiere episodes of its two newest shows, "Girls" and "Veep" to non-subscribers on HBO.com, YouTube, Dailymotion, TV.com, and via distributors' free VOD platforms. "Veep" will also be offered as a free download on iTunes. Access will begin the day after the shows launch on HBO and run for a month. The initiative is savvy on a number of different levels, and continues to show how HBO is tapping new online video opportunities while cautiously adhering to its traditional distribution model.

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I'm constantly on the lookout for data points that provide insights into how viewer behavior may be changing, particularly with respect to possible shifts from traditional pay-TV offerings to new over-the-top (OTT) alternatives.

That's why a client note from the media analysts at Citigroup this week, which highlighted the ratings drop-off that cable TV networks as a group are experiencing, caught my eye. The Citigroup note follows a recent WSJ report explaining that 11 of the top 15 cable networks have lost audience this year, including a whopping 25% decline at Nickelodeon among its kids 2-11. Citigroup said that for each of the last 6 months, cable's total day ratings decline has actually accelerated, from 2.3% last October to 7.8% in March.

Citigroup's main concern about this ratings drop-off is that cable networks' ad revenue growth is slowing as well, in turn pressuring their media company owners' valuations. While that is surely a worry for investors, an even broader issue to consider is whether the drop-off in cable's ratings is the tip of the OTT iceberg, signaling that the explosion of online-delivered alternatives is beginning to impact viewership patterns. While it's too early to conclude this, all of the elements that would drive OTT's rise - at cable's expense - appear to be falling into place.

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At yesterday's IAB Digital Video conference, 10 industry executives (see list at bottom of this page), debated how best to define "premium video." It's not an academic question, because for many brands and agencies, the concept of "premium" determines whether the video will qualify for ad spending at all. And of course, the more "premium" the video is, the higher the pricing its ad inventory will command, which in turn drives the video's profitability. At a time when more original online video is being produced than ever (much of it deficit-financed), understanding in advance what is premium - and therefore monetizable - is critical to achieving success.

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If you're planning to be among the tens of thousands of attendees at next week's NABShow in Las Vegas, please plan to stop by VideoNuze's first-ever booth, in the South Upper Hall at SU11706, next to the Content Theater. The booth will be open all day Monday-Wednesday, April 16-18.

VideoNuze has partnered with NABShow to record short video interviews with industry executives, which will run selectively on VideoNuze.com and on NABShow's daily "NAB Live" web site. I'll have a video crew with me (ok, "crew" means a camera operator!) and we'll be doing shoots both in the booth and also at exhibits. The interviews will be relatively informal - we'll discuss company/product news, industry trends, NABShow observations and whatever else comes up. Many interviews are already scheduled, but I still have some slots available. There are no charges involved.

Whether you'd like to do an on-camera interview or not, I hope you'll stop by to say hi, bring me up to speed on what you/your company are doing and exchange thoughts on the online video industry. I connect with many VideoNuze readers via email, comments, IM and phone, but here's an opportunity to actually meet in person!

Innovid, which enables online video advertisers and publishers to add interactive elements such as Facebook, YouTube, Twitter and sharing to their campaigns, is announcing that VAST and VPAID ad tags will now be auto-created within its iRoll Studio.

The enhancement eliminates the work flow process step of advertisers and publishers needing to submit their ads back to Innovid for tags to be created before campaigns can be trafficked out. This in turn reduces cost and resources to turn typical pre-roll ads into an iRoll ad.

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