VideoNuze Posts

I'm pleased to present the 226th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. This week we focus on Maker Studios and the broader trend around short-form online video and its appeal to millennials.

The Maker NewFront earlier this week in NYC, which I attended, underscored for me how well the company is differentiating itself from traditional TV. Rather than trying to emulate HBO (as Netflix is doing) or chase Netflix itself (as Microsoft, Yahoo and others pursuing TV projects seem to be doing), Maker is carving its own path, focused on delivering breakthrough short-form content that resonates with millennials.

A key success factor is the creative freedom Maker talent has, allowing authenticity which appeals to millennials. Unvarnished and sometimes wacky, Maker's programming exemplifies how unconstrained the web is for the next generation of talent. Of course a key question is if or how things will change under Disney (whose CEO Bob Iger offered his first public comments on the deal this week).

(Note there's an approximately 5-second dropout in my audio about mid-way through. We're still wrestling with Skype's quality.)

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In a significant sign of how quickly the market has evolved, the IAB released new research with GfK showing that regular monthly online video viewers prefer online originals to TV news, sports and daytime programming. In addition, online originals are enjoyed almost as much as primetime TV programming. The chart below shows the data - it is a little difficult to understand, but the conclusions are clearly articulated.

The data was presented at the IAB's NewFronts Insights lunch yesterday, which I attended. The lunch included 5 research presentations from BrightLine, Tremor Video, Unruly, Visible Measure and YuMe.

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Clearleap, a multiscreen platform provider for pay-TV operators and content owners, has hired Joe Oesterling as its first Chief Operating Officer. Oesterling comes to the company from managed service provider Cbeyond, where he was EVP of Technology and Operations and spent 14 years helping build the company from startup phase to $500 million in annual revenues.

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Maker Studios' NewFronts presentation last night illustrated two of online video's biggest trends - the rise of short-form as a bona fide programming format and the intensifying battle for attention of millennial audiences. Maker is already a juggernaut, with 6 billion views per month, but last night's ambitious programming agenda - combined with its new access to Disney's treasure chest of iconic characters/brands - underscore Maker's potential to keep remaking the video landscape.

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Extreme Reach, which provides video ad solutions across TV and online video, has acquired BrandAds, a startup that has developed a measurement solution for online video ads. Back in Sept. '13, I covered the launch of BrandAds Bridge product, which uses direct audience measurement to report on 30 difference performance metrics.

John Roland, CEO of Extreme Reach, told me that whereas the company's clients already have access to robust insights for TV ads, the BrandAds acquisition will enhance measurement of online video ads, something its clients are seeking. Doing so will provide a more accurate picture of video ads' effectiveness and the ability to reduce waste and inefficiency.

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Reminder that early bird discounted registration for the 4th annual VideoNuze Online Video Advertising Summit on June 25th is open. Not only do you save $100 by registering early, but you're also entered to win a $1,000 50-inch Samsung LED Smart TV and a Roku Streaming Stick, generously provided by Innovid.

I have posted much of the program now, and as you'll see there are a range of exciting sessions with speakers from Allstate, Comcast, Conde Nast, Digitas, eMarketer, Forrester, News Corp., Nielsen, Starcom MediaVest, Quiznos, Weather Company, Xaxis participating, with many others coming soon.

Last year's Ad Summit drew over 350 attendees, featuring 40+ speakers and I expect the same this year. I'm excited that 13 awesome industry companies are supporting the event so far, including Title Partners Tremor Video and ILoveVideo.tv/Castaclip; Headline Partners Active Video, AOL, Brightcove, Eyeview, FreeWheel, LiveRail, TubeMogul and Videology plus Branding Partners Innovid, Mixpo and Optimatic.

Be sure to join us for this must-attend day of learning and networking - learn more and register now!

Google Fiber has captured an eye-opening 75% of homes it passes in certain medium-to-high income Kansas City neighborhoods, according to an extensive new analysis from Bernstein Research. The firm employed a market research company to conduct a door-to-door survey in 5 KC neighborhoods in which Google Fiber has rolled out. This is the first research I'm aware of revealing how Google Fiber may be performing (Google itself has never shared any detailed data on Google Fiber).

In Wornall Homestead, the highest household median income neighborhood ($116K) Bernstein surveyed, it found that 83.1% of respondents were taking Google Fiber service - 15.3% for the $120/mo pay-TV+ broadband bundle, 52.5% for the $70/mo 1 Gbps broadband-only service, and 15.3% for the free 5 Mbps broadband service. This contrasted with Community College, the lowes household median income neighborhood ($24K) surveyed, in which 27.2% of respondents were taking Google Fiber service - 7% for the $120/mo pay-TV+ broadband bundle, 19.2% for the $70/mo 1 Gbps broadband-only service, and 7.3% for the free 5 Mbps broadband service.

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