VideoNuze Posts

VEVO has announced that it delivered 10.3 billion video views globally in January, 2015, up 86% from 5.4 billion views in January, 2014. VEVO's January, 2015 views also show how global the site has become, with over 80%, or 8 billion of its views, coming from outside the U.S.

Compared to January, 2014, U.S. views rose by over 800 million in January, 2015, to 2 billion. Mexico, the second-largest of 14 territories VEVO operates in, accounted for over 1 billion views in January, less than a year after its 2014 launch.

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Mobile video viewing will soar 13-fold over the next 5 years, to account for 72% of global mobile traffic by 2019, up from 55% in 2014, according to Cisco's new Visual Networking Index Global Mobile Data Traffic Forecast for 2014-2019. Video will increase at a compound annual growth rate of 66% over the period, the second fastest of any mobile application. Cisco forecasts that 17.4 exabytes out of the 24.3 exabytes that cross global mobile networks in 2019 will be video.

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Viewability of video ads increased from 30% in Q3 '14 to 39% in Q4 '14, according to a new report by Integral Ad Science, which measures media quality across hundreds of billions of impressions. Viewability is defined by the MRC standard of 50% of an ad's pixels in the viewable space of the browser page, for at least 2 continuous seconds.

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Super Bowl XLIX will go into the books as one of the most exciting ever, full of unexpected twists and turns, right up until the last few seconds of the game. Importantly, the Super Bowl experience continues to change, with streaming, extended online ad viewing and social sharing. Below I've rounded up the most relevant data I could find about these trends. If I've missed anything, please let me know.

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(Note, I'll share details of online viewing of Super Bowl ads and the game later today…I'm still pulling all of the relevant data together.)

We're just a month into 2015, and there are already abundant signs of online and mobile video's momentum, with lots more growth to come as the year unfolds. Here's what's hit my radar so far:

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I'm pleased to present the 258th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

Super Bowl Sunday is upon us. In today's podcast Colin and I first explore the huge role online video has had in driving up the value of Super Bowl ads, which NBC now approximates at $10 million per spot. But despite the ads' tens of millions of incremental online views, we're both still somewhat mystified why the ads don't place more value on viewer engagement, a topic I explored yesterday.

We then turn our attention to NBC's plan to stream 11 hours of programming on Sunday (including the game) without any TV Everywhere style authentication.

As Colin explains, "Super Stream Sunday" is correctly focused on educating viewers about TV Everywhere. But Colin notes one big drawback, which is that the game won't be available on smartphones, since Verizon has the exclusive mobile streaming rights. That means smartphone-wielding millennials could be disappointed.

Listen in to learn more!

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Yesterday, NBCU's EVP of Sales and Sales Marketing Seth Winter announced that all of this Sunday's Super Bowl on-air and online ad units are now sold out. At $4.4-$4.5 million for on-air spots, these are the most expensive Super Bowl ads ever. Winter also reiterated something he said a few weeks ago: he believes a 30-second Super Bowl ad really provides a $10 million value "because of all the incremental exposure that the creative receives on all the different social media platforms like YouTube or publicity."

The comment resonated with me, because way back in 2007, in "On the Road to the $10 Million Super Bowl Ad," I suggested that eventually Super Bowl would in fact reach this level (note that NBC isn't selling the ads for $10 million - yet. It's only saying that's their value).

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Please save the date for the 5th annual VideoNuze Online Video Advertising Summit, on Tuesday, June 16th, in NYC.

Online video advertising is booming, and the Video Ad Summit has become the industry's top event for learning and networking. Over 425 decision-makers at agencies, brands, content providers, technology companies and others in the video ecosystem attended last year's Video Ad Summit which featured 18 sessions and 45 speakers. In addition, 18 of the industry's leading companies sponsored last year's event.

With all of the industry's growth, I expect the 2015 event to be even bigger - jam-packed with thought-leader keynotes, panel discussions, fireside chats, presentations and tech demonstrations. Not only will we dig into the big opportunities, but we'll also have candid sessions on key challenges such as viewability, fraud, measurement and ROI. As always, you can expect a high-impact full-day program.

The Video Ad Summit is moving to a more spacious venue in 2015 as well - the Time-Life Building's 8th floor conference center, conveniently located in midtown at 6th Avenue and 51st Street. Assuming the weather cooperates, we'll have lunch and cocktails outside on the terrace.

If you'd like to learn more about speaking and sponsorship opportunities, please contact me!