VideoNuze Posts

Extreme Reach has released a new e-Book, “Video Ad Streaming: A Simple Change that Will Set a New Industry Standard,” highlighting the inefficiencies of current cross-screen video ad fulfillment and urging a modern approach with ad creative centrally managed and accessible.  

The e-Book identifies the core problem of siloed TV and video workflows, which result in TV ads that are widely used online to be duplicated and re-formatted repeatedly. All of this causes major delays in getting the right ad to the right place at the right time.

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T-Mobile is continuing its attack on AT&T by introducing a bonus of one free year of Hulu for AT&T customers who switched to T-Mobile under a prior offer where they received a free year of DirecTV Now. T-Mobile has been sniping at DirecTV Now’s sketchy service since it launched, so its new offer amounts to a make-good for customers who made the switch, but may have ended up feeling underwhelmed by DirecTV Now.

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Brightcove has published a manifesto highlighting ad-supported online video’s challenging economics and proposing improved viewing experiences, ad optimization and reduced operational complexity as critical solutions. While observing that online video usage has clearly “crossed the chasm” to become a mainstream experience, the manifesto notes that “the extreme concentration of ad dollars among a few mega companies” (citing Morgan Stanley research that 85% of incremental spending goes to Google and Facebook) will ultimately mean fewer content options.

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New research from GfK MRI reveals that 30% of US millennials (18-34 year-olds) are cord-nevers or cord-cutters (dubbed "cordless"), almost double the rate (16%) of Boomers, the next generation up. In all, millennials account for 43% of the cord-never population.

No surprise, cordless millennials are focused on online video alternatives, saying they spend 65% of their time using these services. Conversely, Boomers said they spend just 36% of their time with online video services and 56% with linear TV. Millennials’ favorite services included YouTube, Netflix, Hulu and Amazon, with others including Crunchyroll, Twitch and Adult Swim also scoring highly.

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Last Friday, while most of the world was focused on the presidential inauguration, Google announced that YouTube advertisers will now be able to target their ads based on users’ past Google searches, as well as their demographic information. Depending how this is executed, there could have significant upside to YouTube’s advertisers, further incenting them to shift budgets from TV to YouTube.  

In a blog post, YouTube’s director, product management Diya Jolly provided the example of a user who is searching for winter coats on Google and is then presented with video ads by a particular retailer on YouTube. No doubt we have all had the experience of searching for a product, only to have ads immediately start appearing in web sites we subsequently visit. The same would now happen, but with video ads on YouTube.

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I’m pleased to present the 354th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

This week Colin and I interview Sling TV’s chief product officer Ben Weinberger. We’ve known Ben for many years from when he was CEO and founder of Digitalsmiths, which was acquired by TiVo.

As loyal listeners know, we’ve discussed “skinny bundles” like Sling TV many times on the podcast and so the interview was a great opportunity to get Ben’s views on the category in general and how Sling TV specifically is doing. We discussed many different topics, including the role of broadcast TV networks and antennas, sports and regional sports networks, how subscribers use the service on different devices, how Sling TV fits with SVOD services and much more.

Importantly, Ben talks a lot about Sling TV’s value propositions including offering more choices and flexible packages. We wrap up with Ben sharing his views on where the market is heading over the next few years.

Listen in to learn more!
 
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TV advertising is moving the way of online video advertising - with an emphasis on greater data use and audience-based targeting. That’s the conventional wisdom driving huge investments at TV networks. But in a candid panel discussion yesterday at AdExchanger’s Industry Preview, senior TV ad executives raised lots of questions about the extent to which TV will ultimately go the digital route and specifically whether sophisticated data-based targeting will take hold in the TV industry.

The session included Maureen Bosetti, Chief Investment Officer at Initiative, Peter Naylor, SVP, Ad Sales at Hulu, Marianne Gambelli, Chief Investment Officer at Horizon Media and Donna Speciale, President, Turner Ad Sales, with Kelly Liyakasa, Senior Editor at AdExchanger moderating.

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According to a new survey from Irdeto, 32% of U.S. consumers watch pirated video content. Of this group, 24% are most interested in TV shows, while another 24% are most interested in movies currently in theaters, with another 18% interested in movies that are already on DVD and Blu-ray. Sports and SVOD content were further down the list.

Worse, when respondents were told that piracy results in studios losing money, in turn reducing their ability to invest in new content, 39% said this had no impact on how much pirated video they watch. And just 19% said this financial damage would cause them to stop watching pirated video. It’s also worth noting that 69% of respondents said they knew consuming pirated video is illegal.

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