VideoNuze Posts

Reading through a WSJ article yesterday, "Advertisers' Dilemma In Online Video - Reach or Frequency?" it struck me once again how silly it is to keep reinforcing a debate of online video advertising versus TV advertising. Five years ago this debate may have had some merit. But in 2014, savvy advertisers know it's really online video advertising and TV advertising. The two are highly complementary and are actually blurring as many of the traditional distinctions between them continue breaking down.

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Late last week Google released research demonstrating the growing impact that YouTube and Google are having on TV show viewership and engagement. Per the chart below, Google found that for a sample of 100 broadcast and cable networks, TV-related activities on Google and YouTube for May-December 2013 were up sharply across 5 different metrics vs. the same period of 2013.

The biggest gainer was TV-related watch time on YouTube, which was up 65%, followed by TV-related engagement activities on YouTube (up 56%) and TV-related searches on YouTube (up 54%). The big driver of searches was mobile devices, which experienced a 100%+ growth rate year-over-year.

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I'm pleased to present the 222nd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. This week we first discuss Sesame GO, a new SVOD service from Sesame Workshop, as a starting point for a broader discussion about the increasing proliferation of high-quality online content.

Colin points out that new entrants to long-form content, like Xbox Studios and Yahoo (per a report from WSJ earlier this week) are adding to the volume of TV-style content online. Just this week at MIPTV, online providers Vice Media, Maker Studios and Dailymotion all did first-ever screenings at the international TV market. Colin sees this trend starting to impact pay-TV, as users still must use different inputs on their TVs to watch online content.

All of this is part of the broader topic of whether OTT services, with high-quality long-form content, will actually find their way into the pay-TV world at some point. I've been skeptical of this in the past, but as programming costs continue to soar, I'm evolving my thinking.

We wrap up with Colin providing an update on Fire TV, which he's now had a chance to use.

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Early bird discounted registration is now open for the 4th annual VideoNuze Online Video Advertising Summit on Wednesday, June 25th in NYC.

The Ad Summit will once again be a highly-focused, immersive day with industry leaders from brands, agencies, content providers, technology companies and others in the ecosystem. Last year's Ad Summit drew over 350 attendees, featuring 40+ speakers and I'm confident this year's event will be even better. Detailed program info will be posted soon; executives from Comcast, Conde Nast, Digitas, eMarketer, Forrester, News Corp., Starcom MediaVest, Weather Company and others are among those participating.

I'm thrilled to have 10 fantastic companies on board as initial sponsors. These include Title Partner ILoveVideo.tv/Castaclip; Headline Partners Active Video, Brightcove, Eyeview, FreeWheel, LiveRail, TubeMogul and Videology plus Branding Partners Innovid and Mixpo. All of these companies are key players in the online video advertising ecosystem and I'm honored they've decided to be a part of the Ad Summit.

The online and mobile video landscape is more vibrant than ever, with both high-quality online original programming and monetization opportunities proliferating. Yet we're still in the early innings and the opportunity to learn, share and build relationships makes the Ad Summit a must-attend event for industry executives.

This year's Ad Summit will be held during CE Week, a weeklong event in New York City presented by the Consumer Electronics Association, producer of International CES. Last year CE Week attracted 6,000+ technology leaders. As a bonus, all Ad Summit attendees registered by June 11th will be provided a badge to attend CE Week exhibits and free conferences.

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

Register now and save!

Since a report appeared in The Verge over the weekend about a new Google initiative called "Android TV" I've been puzzling over the question of whether the world (or even Google) really needs this device. Ordinarily I'm all for innovation, but the (admittedly preliminary) description of Android TV, makes it awfully hard to understand Google's bet here, especially as the momentum and adulation for Chromecast keep growing.

No doubt, Google's primary motivator is to gain the upper hand in the biggest gold rush since the advent of the Internet itself: ownership of the digital living room. Broadband's presence in the living room is getting stronger each day, putting everything up for grabs: how viewers will interact with programming and TVs, where their finite subscription dollars will be allocated, how advertising will work and importantly, which devices will control the experience. With tens of billions of dollars already sloshing through the living room, it's a massive market opportunity that appeals to giant companies as well as startups.

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In a key test case of whether standalone SVOD services can succeed, even when well-branded and targeting appealing audiences, Sesame Workshop has unveiled its own service today, dubbed "Sesame GO." The ad-free service carries a $3.99/month or $29.99/year fee and includes the newest full-length episodes of Sesame Street, a catalog of Sesame Classics and two seasons of Pinky Dinky Doo.

Sesame GO uses Kaltura's MediaGO, a "Netflix-like" OTT solution for content and service providers to quickly launch SVOD services.

At first blush, Sesame GO's ad-free, child-centric UI, featuring popular content, would seem like a pretty strong bet. However, Sesame GO is entering an increasingly competitive landscape for online kids content created partly by Sesame's own licensing practices.

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Two key infrastructure players in the digital video ecosystem, thePlatform and Adobe, are announcing a strategic partnership to help accelerate major media and pay-TV operators' plans for multiscreen video delivery. The companies have integrated Adobe Primetime and thePlatform's mpx video management system to form a complete solution, which the companies will jointly sell.

In a briefing, Ian Blaine, CEO of thePlatform and Ashley Still, director or product management at Adobe, told me that the companies have been collaborating for some time, most recently on NBC Olympics' multiscreen delivery of the 2014 Winter Olympics. The new integrated solution is meant to productize these prior collaborations and provide customers with faster time to market, better viewer engagement and lower total cost of ownership.

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