VideoNuze Posts

(Note, I’m traveling this week, so the following is written by my weekly podcast partner Colin Dixon, founder and Chief Analyst of nScreenMedia. It is also posted here.)

SVOD Maintains Growth Despite Netflix Sluggishness

by Colin Dixon

New data from Digitalsmiths shows that Netflix’s sluggish US growth hasn’t rubbed off on the rest of the SVOD industry. It also demonstrates that TV Everywhere continues to make slow progress, and a small but significant group consider online a viable alternative to pay TV.

Netflix growth has slowed considerably in the US. The company increased subscribers just 0.3% in Q2 2016. That is not true of the SVOD industry overall. Digitalsmiths says that 63.9% now have access to at least one SVOD service. Users increased 3.2% quarter-over-quarter, 6.2% year-over-year, and 13% since Q2 2014.

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I'm pleased to present the 337th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

This week Colin and I discuss the highlights of Adobe’s new Q2 2016 TV Everywhere report. The headline data point is that 44% of time spent viewing TV Everywhere is actually happening via connected TV devices in the home. That’s up from 27% in Q2 ’15. Whereas TV Everywhere was touted as an on-the-go viewing feature, the new data suggests that most viewers instead look at it as a more convenient way to watch TV at home.

With the surge in connected TV viewing, browser-based time spent viewing share fell from 33% a year ago to 16% in Q2 ’16. Android was up from 11% to 13%, whereas iOS was down from 29% to 27%. More broadly, using Adobe’s data, Colin shares his calculations about how much TV Everywhere’s momentum slowed in Q2 ’16.

Listen now to learn more!

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Leading up to VideoNuze’s SHIFT // 2016 Programmatic Video & TV Advertising Summit on November 30th in NYC, VideoNuze will be publishing a series of interviews with industry executives that help explain the industry and provide attendees with background information for the SHIFT discussion sessions. Today, I’m pleased to share an interview with Derek Mattsson, who is president of Placemedia. Read on to learn more about programmatic TV’s opportunities and challenges, the impact of this year’s upfront, the role of TV networks’ data initiatives and much more.

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New research commissioned by ad tech provider HIRO Media and conducted by Nielsen Media Lab reveals that relevant content to a target audience drove a 30% increase in viewers’ recall and purchase intent derived from online video ads. This kind of halo effect is common in TV where the program influences the brand. The most pronounced increase found in the research was a 65% effectiveness increase for sports content and male-oriented auto ads.

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I'm pleased to present the 336th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

Like tens of millions of others, Colin and I have been watching our fair share of the Olympics. And like lots of others as well, instead of watching on linear TV, much of our viewing has been via the NBC app. Although linear TV viewing of the Olympics is down this year, NBC has reported that over 2 billion minutes have been streamed.

That reflects a broader shift in viewing behavior over the last few years as consumers move from linear to on-demand viewing using various devices. Colin and discuss the implications of this and what we might see in 2020.

Listen now to learn more!

Click here to listen to the podcast (23 minutes, 44 seconds)

Click here for previous podcasts

Click here to add the podcast feed to your RSS reader.

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

Header bidding has been in the news a lot recently as a new technique for content publishers to optimize their ad inventory sold through programmatic exchanges. Header bidding has now come to video advertising as well, but as usual, there are unique new challenges. To better understand the issues and how to address them, I recently did a Q&A with Ron Dick, who is CEO and founder of Cedato, a video technology provider.

VideoNuze: Why has header bidding been so much in the news recently?

Ron Dick:  Last year, header bidding - the new “programmatic kid on the block” arrived. It sounded like a great alternative to the problematic waterfall model that advertisers and publishers had been using. In theory it seemed really promising, offering each impression to multiple demand sources simultaneously and increasing reach by opening the process to as many potential buyers as possible.

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Yesterday Amazon placed pilot episodes for 10 of its of its original programs on YouTube and Facebook. On the surface, this seems like a smart move, allowing these huge communities to get a taste of popular Amazon shows like “Transparent” and “The Man in the High Castle.” Amazon’s larger goal is to hook viewers and convert them to Prime membership. Free access to pilots have long been available at Amazon itself.

Clearly it is still very early in terms of mining the potential of YouTube and Facebook, but a day in, it’s somewhat surprising to see how few views there are. On Amazon’s YouTube channel, which has a cumulative 34 million views to date, “The Man in the High Castle” has done the best of the 10 pilots, but has just 1,583 views (see below). A distant second is “Transparent” with 258 views. Kids show “Tumble Leaf” is last with only 71 views.

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