VideoNuze Posts

Video supply-side platform Beachfront is expanding its partnership with cybersecurity provider WhiteOps to also ensure fraud-free connected TV video ad inventory. WhiteOps specializes in bot detection and human verification. The new CTV collaboration is focused in particular on mid-tail and long-tail video. Beachfront said last November that CTV ad requests jumped to over 2 billion in Q3 '17, with a completion rate of 97% and viewability of 100%.

Connected TVs are one of the hottest areas of online video, as consumers rapidly adopt the devices and smart TVs to be able to access OTT video. While CTVs were initially used mainly to access ad-free SVOD services, ad-supported services have gained share recently. eMarketer estimates there were 168 million connected TV users in the U.S. at the end of 2017, which will rise to 194.4 million by 2021.

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Cord-cutting is accelerating, and there’s a simple, unsurprising reason why: pay-TV service is just too expensive. For the fifth quarter in a row, that’s the finding of TiVo’s Online Video & Pay-TV Trends Report. In Q4 ’17, in response to the question “What factors influenced you to cancel your cable/satellite service?” the price/too expensive answer grew by 6.6 percentage points vs. Q4 ’16 to 86.7%, its highest level ever.

Price/too expensive is by far the most important reason, with the second reason, “I use an Internet streaming service” at 39.7%, actually down 8.6 percentage points vs. Q4 ’16. Next was “I use an antenna to get the basic channels on my TV, at 23%, down 4.2 percentage points vs. Q4 ’16.

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Israel-based AnyClip has launched its Content Platform, enabling its library of brand safe premium video to be contextually targeted across publishers’ web sites. As Ari Applbaum, AnyClip’s VP of Marketing explained to me in a briefing, this results in video embedded in a “walled garden of safe, secure web sites, which is compelling to advertisers.”

AnyClip has traditionally pursued a syndicated video business model, inserting video clips into publishers’ sites. What’s being launched today is a new underlying technology platform called Luminous, which uses AI to more deeply analyze video and create metadata. Luminous can filter out objectionable content such as nudity, violence, profanity, guns, etc. Luminous can also screen for celebrity, brand identification and sentiment as well as IAB categories (see below).

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The top 13 pay-TV operators in the U.S., which represent around 95% of the total market, lost nearly 1.5 million subscribers in 2017, double 2016’s loss of 760K subscribers, according to Leichtman Research Group. However, the loss would balloon to nearly 3.1 million subscribers after deducting the 1.6 million skinny bundle or “vMVPD” subscribers that were added in 2017. The 3.1 million multichannel subscriber loss is about 62% higher than the 1.9 million lost in 2016. The top 13 pay-TV operators ended 2017 with approximately 92.2 million subscribers.

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I’m pleased to present the 410th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

Our first topic this week is data from a new Vimeo report showing that 60% of people who sign up for a free trial with an OTT service convert to become a paying subscriber (with an app, the rate jumps to 72%). As Colin and I discuss, these rates seem incredibly high, especially in the context of “freemium” service conversion rates which are often less than 10%. Granted, it’s not a pure apples-to-apples comparison, but still, the Vimeo data makes a compelling case for OTT services to offer free trials.

We then switch gears to discuss the Oscars which notched its lowest-ever broadcast audience this past Sunday night, with 26.5 million viewers. We explore the range of issues affecting the Oscars, some of which relate to the divergence between box office hits and award winners while some are more about changing viewers’ behaviors and fragmentation. The Oscars ratings reflect an industry in the midst of a huge change.

Listen in to learn more!

 
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Major League Baseball is becoming a huge beneficiary of YouTube TV’s aggressive expansion plans. Under a new deal announced this morning, YouTube TV will be the “presenting sponsor” of the 2018 and 2019 World Series, the same groundbreaking role YouTube TV had in last Fall’s classic. That deal had many innovative aspects and introduced the YouTube TV brand and service to millions of viewers.

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A couple of days ago Facebook appointed a new leader of its Facebook Watch product team, Mike Bidgoli, who was previously at Pinterest. Watch has become a critical Facebook video initiative, especially with the company’s recent algorithm change to the News Feed, which deemphasizes professional content. Publishers hoping to build out their video businesses on Facebook must now look to Watch.

Unfortunately, in my experience Watch is a mess, with a non-personalized, incoherent user experience that does virtually nothing to draw in newcomers or reward returning viewers. Compared with Netflix’s UI, for example, which does an excellent job of recommending content based on your usage and profile, Watch seems prehistoric.

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Early bird discounted registration is now open for the 8th annual VideoNuze Online Video Advertising Summit on Tuesday, June 12th at the Westin Times Square in NYC. By registering early you save $100 and also double your chances* of winning a 55-inch Roku TV, generously provided by Roku.

The Video Ad Summit is the premier event of the year for anyone in the industry seeking insights and data about online video advertising and how it’s converging with traditional TV advertising, mobile and connected TV advertising and the broader digital landscape. The program includes a compelling mix of keynotes, panel discussions and research presentations covering the hottest topics in the industry. Detailed program info will be posted soon.

Last year's Video Ad Summit drew over 400 attendees and 50+ executive speakers. The 2018 Video Ad Summit will once again be a must-attend event.

I'm excited to have 7 industry-leading companies on board as initial sponsors, including Premier Partners Extreme Reach and Verizon Digital Media Services; Headline Partners Beachfront Media and Operative, and Branding Partners Brightcove, Cedato and Roku. I’ll have other sponsors to share soon.

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

Learn more and register now!

(*Early bird registrants get 2 entries for the Roku TV drawing.)