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TED, YouTube and the Renaissance in Ad Creativity
Yesterday TED celebrated the 5 year anniversary of its "TEDTalks" being distributed online, with 500 million views to date. TEDTalks, which feature individuals speaking for up to 18 minutes on a variety of different subjects, are thought-provoking and inspiring. Using the power of online video, TED has extended its reach and influence far beyond the group of people who attend TED events in person.
More recently, TED, with the support of YouTube and others partners, has begun to focus on how advertising can be reinvented in the digital age to be more compelling and relevant. Last September, it launched "Ads Worth Spreading" (a spin on its tagline of "Ideas Worth Spreading") to recognize ads that nurture passion and encourage viewers to watch and be a part of a community. AWS seeks to move the advertising model beyond "ambushing" viewers, as has long been advertising's M.O., to instead develop a shared dialogue.
At the recent ELEVATE conference, we were very pleased to have Ronda Carnegie, TED's head of global partnerships and John Militello, Google's head of creative innovation, Americas join us for a fireside chat to discuss AWS and the role YouTube itself is playing in redefining how brands engage their audiences (video after the jump). I've written a number of times recently about breakthrough campaigns on YouTube (e.g. Perrier, The Expendables, Desperados beer); no doubt other creative ads on YouTube will follow.
Categories: Advertising
Topics: Sharethrough, TED, YouTube
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Microsoft and Nielsen Team Up to Correlate Online Ads With TV Tune-In
Microsoft and Nielsen are teaming up to launch the "Television Online Effect" pilot program, to help measure how specific online ads drive TV tune-in. The partners will leverage aggregate profile data from Nielsen's TV/Internet Fusion panel to create a target audience based on TV and online usage. Microsoft then plans to run online campaigns to this audience on its owned properties. It will then measure the tune-in effect of these campaigns. Entertainment is the first vertical in the program, which will launch by August 1st.
I can see a real opportunity for this for various reasons. The TV landscape noisier than ever, with cable TV networks flooding the market with a record amount of original programming and broadcast networks continuing to fight for audience share. Meanwhile, traditional tune-in advertising, in radio and newspaper, is less effective than ever because audiences are spending more time online. The good news is that in online, users' profiles can be accurately understand and then correlated to what TV shows they're likely to enjoy, in turn increasing the ads' ROI and the likelihood that shows find their appropriate audience.
Categories: Advertising
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Here's What the World's Largest Media Buying Agency Thinks About Online Video Advertising [VIDEO]
A couple of weeks ago at the ELEVATE: Online Video Advertising Summit, Mike Bologna, head of emerging communications at GroupM did a fireside chat with Jack Myers, Chairman, Media Advisory Group, to discuss the agency view of online video advertising. For those not familiar with GroupM, it is a unit of WPP and is the world's largest media buying agency, accounting for over 32% of global media billings. Mike is the point person on all emerging media and has a front-row seat in the unfolding drama of online video's efforts to attract traditional TV dollars.
In the 25-minute video (after the jump), Mike provides a candid view of online video's opportunities and challenges. Among other things, he clarifies what constitutes "professionally created" content, explains that online video can be viewed as more economical than TV despite its higher CPMs, discusses how the strong recent upfront actually benefits online video, shares why he just advised a client to shift 4% of its TV spending to online video, describes why a single source of measurement is critical to the industry's growth and articulates the challenges YouTube has in attracting ad dollars.
Categories: Advertising, People
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First Fox, Now Disney, Reportedly Renewing Hulu's Distribution Rights
As if this week's intrigue around Hulu putting itself up for sale hasn't been enough, Bloomberg is reporting that Disney has tentatively agreed to renew
Hulu's distribution rights for ABC programs. The deal is said to mirror another tentative deal, between Fox and Hulu, which Variety reported earlier this week. Both deals are believed to require Hulu carry an increased ad load.
Since company representatives aren't quoted, it's hard to know how legit the renewals are, or whether they're just another leak to support one of the many agendas players involved in Hulu have. Of course, that's how the week began - with the WSJ citing unidentified sources saying that Yahoo had made an overture to acquire Hulu. That was followed by news that Hulu had retained 2 investment banks to explore a sale, and then with the Fox renewal news.
Categories: Aggregators, Broadcasters
Topics: Comcast, Disney, Hulu, News Corp.
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Perrier Scoring With Interactive YouTube Campaign
Add Perrier to the list of brands that are discovering the power of running creative video campaigns on YouTube. Perrier launched a clever interactive experience called "Le Club Perrier" 2 weeks ago that appears to be driving significant viewership and engagement. Viewers are invited to watch and pass along links to videos in order to "unlock" the next versions which promise to get "sexier, steamier and wilder as the number of viewers goes up" (right, could they make it more tempting?).
It seems to be working though, at least according to the viewership meter, which indicates nearly 7 million total views to date (the campaign is also #5 on this week's AdAge/Visible Measures Viral Video Chart, though with a far lower view count). Part of the mystery is that it's not clear how many times the videos have been shared via email, Twitter or Facebook, or what it takes to unlock the next version. However, the invitations to share are heavily promoted and follow each video segment.
Categories: Advertising
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VideoNuze Report Podcast #101 - More on Hulu Sale - June 24, 2011
In this week's podcast, Daisy and I discuss the potential sale of Hulu, which was the big story of the week in the online video world. We recorded the podcast just prior to the news breaking that Hulu has retained investment bankers. Obviously there's been a lot of speculation this week about a sale, and since Hulu's main asset is exclusive online distribution rights to its 3 owners' programs, I maintain that to the extent that those rights are diluted, Hulu's valuation will diminish and a sale will be more challenging.
Click here to listen to the podcast (12 minutes, 32 seconds)
Click here for previous podcasts
The VideoNuze Report is available in iTunes...subscribe today!Categories: Aggregators, Broadcasters, Deals & Financings
Topics: Hulu
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LongTail.tv Targets Small to Mid-Sized Publishers With Hosted Video Solution
LongTail Video, the company behind the free, hugely popular JW Player, has launched a public beta of LongTail.tv, which includes a hosted version of the JW Player, a gallery of embeddable videos from 5Min (and others soon) and turnkey advertising. Dave Otten, co-founder and CEO of Long Tail, told me that with LongTail.tv addresses small to mid-sized customers' demands for a solution that requires minimal technical expertise, offers easy access to premium content and provides incremental revenue. LongTail.tv has been in private beta with 300 publishers for over a month.
While LongTail.tv allows publishers to insert URLs to their own videos (an upload option and other features are coming soon with the full integration of LongTail's Bits on the Run OVP product) to play within the hosted JW player, the main value proposition is gaining access to the 5Min videos, which are sorted by category and new revenue. A publisher can simply grab the "Arts" or "Business" channels and a curated set of up-to-date videos from various 5Min content partners will be available on its site.
Categories: Syndicated Video Economy, Technology
Topics: 5Min, LongTail Video, LongTail.tv
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OK, Hulu's for Sale; Can a Deal Get Done and Who are the Frontrunners?
Following yesterday's rumors, the LA Times is now reporting that Hulu has hired two investment banks, Guggenheim Partners and Morgan Stanley, toexplore a potential sale. As I described in Here's Why Any Deal For Hulu Is Unlikely, the banks have their work cut out for them. The critical issue is that Hulu's main asset - exclusive next-day distribution rights to 3 of the 4 broadcast TV networks' programs (ABC, FOX and NBC) - will be at the heart of Hulu's valuation. (Note that just 6 months ago Hulu's plan to go public was undermined by these same rights not being viewed as sufficiently long-term).
To the extent that the rights get diluted (e.g. become non-exclusive, limit monetization opportunities, delay program release windows, reduce the number of programs, etc.), acquirers will ratchet down their valuations accordingly. And this is where the banks' task will become especially complicated; each of the networks' owners (Disney, News Corp. and Comcast) has very different strategic objectives which are further clouded by all the uncertainty that online and mobile video has created. Pinning down if and how they would work with each specific bidder will be quite the Rubik's cube exercise.
Categories: Aggregators, Broadcasters, Deals & Financings
Topics: Comcast, Disney, Hulu, News Corp.
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