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DVR Capability Would Make Online Video Even More Compelling
The BBC's announcement late last week of its new "Series Record" feature, which enables iPlayer users to subscribe to download future episodes of specific TV programs just as they might do with a DVR, caught my attention because it adds compelling new value to the current online video streaming model. That's because, as valuable as it is to have premium content available online, it still requires the user to actually be online and have a robust broadband connection (and soon enough to also be adhering to their ISP's usage cap).
For many, meeting these criteria isn't a problem. However, there are lots of others, particularly those of us who travel frequently, for whom these streaming prerequisites block many potential viewing opportunities (try streaming over a MiFi card or on a hotel's wireless network or on an airplane!). As a result, if we want to watch an episode of our favorite network TV program freely available online, or something from the Netflix streaming or Hulu Plus catalog, the only option is likely to have to pay to download it from iTunes or Amazon or another provider.
Categories: Advertising, Devices, DVR
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Online Video Advertising's Number One Challenge: Measurement
Despite online video advertising's surging growth, its number one current challenge is a consistent and widely-accepted measurement system that allows media buyers, content publishers and brands to gain a clear understanding of how ad campaigns are planned, executed and evaluated. That was the consensus at a launch dinner for the upcoming ELEVATE: Online Video Advertising Summit I attended last night, which included about ten online video industry CEOs, plus brand and agency executives, which was hosted by the private equity firm The Blackstone Group and the law firm Sheppard Mullin.
Today, online video measurement tends to focus on that which is easily measured and at least relatively well-understood: number of views/impressions and the number of click-throughs (if applicable). While that's a good starting point, much more is required. As a number of CEOs noted, media buyers have set a higher standard for pricier online video buys; they need specific information about audience targeting, meaningful engagement, and importantly, the correlation between spending and brand/sales lift. There was agreement that many of these new requirements never entered the equation in traditional TV advertising.
Categories: Advertising
Topics: Nielsen
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VideoNuze Report Podcast #99 - May 20, 2011
I'm pleased to present the 99th edition of the VideoNuze Report podcast, for May 20, 2011.
In this week's podcast, Daisy Whitney and I discuss the new "Bud United Presents: The Big Time" contest which was announced earlier this week. The contest resonated with me because it really showed how brands can take full control by leveraging social media and online video. Daisy and I discuss the implications and what it might mean for other brands. Listen in to learn more.
Click here to listen to the podcast (8 minutes, 39 seconds)
Click here for previous podcasts
The VideoNuze Report is available in iTunes...subscribe today!Categories: Advertising, Podcasts
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New ELEVATE Session Features Pepsi, Break Media, Machinima and Mindshare Executives
We had a terrific VideoSchmooze last night in NYC, with lots of great networking and energy. I'm pleased to keep building the momentum for our upcoming ELEVATE: Online Video Advertising Summit this morning by announcing another exciting new session, "How Brands Are Breaking the 30-Second Ad Mold."
We have an amazing group of panelists:- Allen DeBevoise - Chairman and CEO, Machinima (the largest video entertainment network for gamers)
- David Lang - President, North America, Mindshare Entertainment (creator of cutting edge original branded entertainment series)
- Keith Richman - CEO, Break Media (one of the largest independent video sites)
- Shiv Singh - Head of Digital, PepsiCo Beverages (a leading brand pursuing online vide and social media)
- Emily Steel - Reporter, The Wall Street Journal (moderator)
Categories: Events
Topics: ELEVATE, VideoSchmooze
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Why Cord-Cutting May Actually Be Good News for Cable Operators After All
Yesterday's big headlines - that Netflix now accounts for almost 30% of all downstream Internet traffic - is further evidence of the popularity of the company's streaming service, and also a preview of the significant structural changes that lie ahead in the over-the-top (OTT), broadband ISP, and pay-TV industries. Specifically, as Netflix and other OTT providers' surging traffic compels broadband ISPs to administer strict bandwidth usage caps and adopt usage based pricing ("UBP"), the stage will be set for a new era in how tens of millions of consumers decide which in-home entertainment services they subscribe to. If you thought that would be very bad news for cable operators specifically, it might be time to think again.
Cable operators and programming networks are the focal point of upcoming change. Operators in particular, because they are both the largest providers of both subscription video services and broadband Internet services, are really at center stage. Much of the hype around "cord-cutting" over the last year has implied they are on the losing end of this potential activity. Often overlooked however, is the fact that as consumption shifts to OTT sources, consumers' bandwidth needs escalate. As such, the door opens for them to institute UBP, as AT&T has recently done.
Categories: Aggregators, Broadband ISPs, Cable Networks, Cable TV Operators
Topics: Netflix
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VideoSchmooze is Tomorrow Night in NYC; Warm-up to ELEVATE and Win a Roku!
Last chance reminder that tomorrow night, May 18th, is our free
VideoSchmooze networking event in NYC, at Gstaad, an upscale lounge in the Flatiron District at 43 West 26th Street from 6-9pm.
This VideoSchmooze event will provide warm-up networking and a peek at the upcoming ELEVATE: Online Video Advertising Summit, on Tues., June 7th.
The evening is free and will include light food and a cash bar. It will be networking-only, with no formal program planned. If you're looking to meet up with executives from brands, agencies, content publishers, technology providers and other executives in the online video industry, VideoSchmooze is a perfect opportunity.
As a bonus incentive, we'll be doing a business card draw for a Roku XD, and we're also going to offer special one-time discounted registration to ELEVATE available only for VideoSchmooze attendees (keep an eye on your inbox if you're registered for VideoSchmooze!).
Many thanks to Kantar Video, AdoTube and The Fortex Group for hosting this VideoSchmooze event.
Click here to register now.
Categories: Events
Topics: ELEVATE, VideoSchmooze
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Budweiser Rolls Out "Big Time" Social Media Reality Contest
Budweiser has rolled out a new reality show dubbed "Bud United Presents: The Big Time," (Facebook registration required) which lets four contest winners train for their "big time" dream with celebrities such as NASCAR driver Kevin Harvick, chef Hubert Keller and others. Entries are being solicited via Bud's Facebook and Renren pages. The project's creative team includes @radical.media and six-time Emmy winner Evan Weinstein. Big Time follows on "Bud United: Beer House," an online reality show the company launched during the 2010 FIFA World Cup.
Big Time is a perfect example of how online video and social media allow major brands to take greater control of how they interact with audiences, going far beyond the classic 30-second TV spot. Rather than the usual model where a TV network heavily guides a show's concept, scheduling and promotion, with Big Time, Budweiser has taken the reins on all of these aspects. With social media, Bud can generate awareness and interest, and with online video it has an avenue for both video-based submissions and for distribution.
Categories: Advertising, Social Media
Topics: Budweiser
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Netflix Inks Miramax Deal; Streaming Movies Still Plenty Important
Netflix is announcing a new multi-year deal with independent film studio Miramax, giving it streaming access to hundreds of films in the U.S., including Best Picture winners "The English Patient" and "Shakespeare in Love" plus others
like "Good Will Hunting," "Pulp Fiction," "Kill Bill," "The Piano," etc. In all, the films coming to Netflix have gained 284 Oscar nominations and won 68 times. Miramax was recently spun-off from Disney, and this is the first time the films have become available in any digital subscription service.
The deal is another significant win for Netflix and underscores the point that movies are still plenty important to the company's streaming content strategy, despite the fact that most of its recent content acquisitions have been catalog TV programs. The challenge with acquiring streaming film rights is that "windowing" (i.e. the process by which a film passes through predetermined distribution outlets - theatrical, VOD, DVD, online sell-through, etc.) is still quite strictly enforced by studios, making it challenging for Netflix to accelerate its acquisition efforts.
Categories: Aggregators, FIlms, Studios
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