VideoNuze Posts

Beachfront Media has launched a “two-way transparency suite” of tools and analytics for programmatic mobile video advertising. The suite provides enhanced brand safety for both video content publishers and advertisers.

Frank Sinton, Beachfront’s founder and CEO told me that typically there isn’t much transparency for publishers to understand which advertisers are buying video on their sites and apps programmatically. Beachfront will now give its 300+ publisher partners the ability to write business rules around which advertisers are allowed to access inventory down to which actual ads are run, in real time.

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I’m pleased to present the 367th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

Once again, we’d like to thank our podcast sponsor Akamai Technologies, which will show its Media Acceleration capabilities and range of cloud-based solutions at the NABShow in Las Vegas, in booth SL3324. There's still time to schedule a meeting.

First up on this week’s podcast we discuss Netflix’s Q1 earnings which were released earlier this week. Netflix came up a bit short of its own forecasts for both domestic and international subscribers. Colin provides his analysis of what happened and what might be ahead for Netflix in 2017.

Then we shift gears to discuss how TV advertising is increasingly about data-enablement. I share further details on my post yesterday on Videology’s research, and also explain iSpot.tv’s new conversion solution. TV is in a race to provide improved targeting and better ROI to advertisers who are being avidly pursued by Google, Facebook and other digital competitors.  

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Videology has released new research showing strong enthusiasm for data-enabled TV ads among agencies and advertisers. According to a study conducted by Advertiser Perceptions for Videology, 64% of respondents believe that within 3-5 years, more than half of total TV buying will be programmatic or “advanced TV.”  For buyers already using advanced TV, 57% are planning to increase their budgets this year.

The survey defined programmatic as high-indexing linear TV that uses advanced data to define a strategic consumer target (“data-enabled TV”) and TV advertising delivered at the household level (“addressable TV”).

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iSpot.tv has introduced a new analytics solution that allows advertisers to measure in real time the effectiveness of their ads across metrics including web site visits, registrations and purchases. The solution is the latest in an ongoing series of technology initiatives bringing enhanced attribution, targeting and ROI potential to traditional TV ads.

iSpot.tv’s CEO Sean Muller told me in a briefing that the conversion analytics solution directly addresses TV advertisers’ pain point of not being able to accurately or quickly measure and attribute how TV ads translate into specific actions. The challenge has been exacerbated by consumers’ shift to on-demand viewing across devices on services that are sometimes ad-free as well.

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Pre-rolls remain the workhorse of video advertising, outperforming other formats across metrics including recall, engagement and relevance. That’s according to research from IPG Media Lab and YuMe which was released this morning and compared the performance of pre-roll, mid-roll, outstream and social video formats across mobile and desktop.

IPG found that just 17% of respondents agreed that pre-rolls interrupted content on desktop vs. 46% for outstream and 53% for mid-roll. The same pattern was true in mobile, with 17% of respondents agreeing that pre-rolls interrupted content compared with 60% for outstream and 72% for mid-roll.

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I’m pleased to present the 366th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

Once again, we’d like to thank our podcast sponsor Akamai Technologies, which will show its Media Acceleration capabilities and range of cloud-based solutions at the NABShow in Las Vegas, in booth SL3324. Click here to schedule a meeting.

This week rumors of two more online TV services surfaced on Bloomberg - one is an alliance of AMC, Discovery and Viacom and the other, from NBCU, would include programs from the company’s broadcast and cable TV networks. Both services appear to be in the mold of CBS All Access, with the AMC/Discovery/Viacom service being positioned as a sports-free and offered by pay-TV providers. Bloomberg said it was too early to tell whether sports or a linear feed of NBC would be included in the second.

At first blush, Colin and I are intrigued by both as they appear to target “entertainment-only” viewers who don’t care about sports. Netflix and Amazon, among others have been super-successful targeting this entertainment-onlys and we both believe there’s still growth available for additional services. We discuss the opportunity as well as potential stumbling blocks in this week’s podcast.

Listen in to learn more!
 
Click here to listen to the podcast (21 minutes, 35 seconds)

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The VideoNuze podcast is also available in iTunes...subscribe today!

A reminder that early bird discounted registration is available for the 7th annual VideoNuze Online Video Advertising Summit on Wednesday, June 14th at the Westin Times Square in NYC. All early bird registrants will be entered to win a 55-inch TCL Roku TV, generously provided by Roku.

I’m excited that 15 industry-leading companies are supporting the Ad Summit, including new Premier Partners Extreme Reach, Comcast Technology Solutions and Verizon Digital Media Services plus Branding Partner JW Player. They join those I previously announced - exclusive Title Partner FreeWheel; Premier Partners VertaMedia and Videology; Headline Partners Beachfront Media, Cedato, SintecMedia, Smart AdServer and Vemba, and Branding Partners Brightcove, Roku and SpotX.

The Ad Summit will once again be a premier day of learning and networking with executives from around the ecosystem, including content providers, advertisers, agencies, technology companies and others in the ecosystem. At last year's Ad Summit, over 400 executives attended, with over 50 speakers.

For anyone looking for a deep dive into online video advertising and how it’s converging with TV and mobile video, the Ad Summit will be time well-spent. Our keynotes, fireside chats, well-curated panel discussions and research presentations all promise to deliver relevant, actionable insights.

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

Video personalization engine IRIS.TV has helped The Hollywood Reporter- Billboard Media Group more than double its video views from 80 million in October ’16 to 210 million in February ’17. Most of the viewership is on owned and operated properties. In a briefing, John Amato, President, Entertainment Group and Michael Palmer, GM, Video, told me that the key has been using IRIS.TV’s technology to drive longer session lengths with viewers watching two to four videos instead of just one.

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