VideoNuze Posts

Innovid has released results of a study that concludes placing video ads with relevant video content helps to boost ad engagement. Innovid analyzed 3 campaigns using its iRoll format with the Innovid Atom Verification solution. Innovid measured number of ad impressions, verified video content categories and engagement rates.

Specifically, the study compared a campaign's engagement rate for ads served with relevant video vs. the engagement rate for overall impressions. Engagement rates were 1.9x and 1.4x higher respectively, for 2 of the campaigns, travel and auto, when the ad vertical aligned with the content category. However for the 3rd campaign (for pharma) it was 2.3x higher than overall when running against sports video specifically.

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For anyone who has ever endured seeing the same ad over and over again when watching an on-demand TV program, here's welcome news: ad tech provider BlackArrow has introduced a new audience-based frequency capping feature that enables advertisers to manage the number of times an ad is seen by a unique household, audience segment or device. The feature is part of the newest release of the BlackArrow Advanced Advertising System.

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Broadband Internet access is a booming business in the U.S., especially for cable TV operators. According to data released last Friday by Leichtman Research Group, the top U.S broadband ISPs (accounting for 93% of the market) added nearly 384K subscribers in Q2 '14, the most since Q2 '09.  Q2 '14 additions were 29% higher than those in Q2 '13 and 16% higher than those in Q2 '12.

Because the law of large numbers is working against broadband ISPs, adding even the same number of subscribers year-over-year is impressive, while adding more is even harder to do. For example, at the end of Q2 '12 there were 80.3 million broadband subscribers in the U.S., while at the end of Q2 '14 there were 85.9 million.

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I'm pleased to present the 239th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

Today we dig deeper into FreeWheel's Q2 '14 Video Monetization Report. Yesterday I briefly highlighted the data around TV Everywhere, and first we discuss that, with Colin adding data from other sources that tempers the picture a bit.

We're also both intrigued by the lengthening ad loads FreeWheel found and discuss viewers' tolerance levels for more ads. Finally we examine the distribution of viewing devices FreeWheel found, including a comparison to distribution in the UK and other data Colin shares.

Once again the report can be downloaded here.

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TV Everywhere proponents will find a lot to like in FreeWheel's newly released Q2 2014 Video Monetization Report. Ad views on authenticated on demand long-form plus live-streaming content grew 619% vs. Q2 '13. Fully 38% of these content formats' ad views now come via authentication, up from just 8% a year ago.

Live content was up 201% year-over-year, with 81% of live ad views attributable to sports. Q2 included marquee events like World Cup, NBA and NHL playoffs. The share of live content's ad views vs. total ad views increased from 8.1% in Q2 '13 to 18.3% in Q2 '14.

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EchoStar, which is DISH Network's main technology partner, has selected Conviva to guarantee video quality of DISH Network's 2 main TV Everywhere services, DISH Anywhere and DishWorld. The former provides live and on-demand access to DISH's programming while the latter is focused on international programming delivered online.

EchoStar will use Conviva's Intelligent Control Platform to optimize streaming video quality in real-time, on a per user basis. Conviva's platform monitors stream quality at an the individual user level, anticipating problems and preemptively optimizing by adjusting the bitrate, content delivery network and other parameters. An analytics suite gives content providers insight into the performance and viewership of their video.

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Late yesterday Australian telecom provider Telstra acquired online video publishing platform Ooyala, by increasing its ownership stake from 23% to 98%, through an investment of $270 million (the purchase of the incremental 75% stake implies a total enterprise valuation of $360 million. Though Ooyala's revenues are undisclosed, as one point of comparison, Brightcove's current public valuation is approximately $200 million).  

Subsequent to the deal's closing Ooyala will become a subsidiary of Telstra and will operate as an independent business with existing management and brand. This is a model that has worked successfully for thePlatform, another major OVP which was acquired by Comcast back in 2006. Ooyala will become part of Telstra's new Global Applications and Platforms group, which is investing in companies that are "adjacent to Telstra's core business, where software disrupts traditional business models."

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Here's more evidence that print publishers are using online video to revolutionize their business models: over the weekend the NY Times posted a one-hour video interview its op-ed columnist Tom Friedman did with President Obama in the White House (see below). In practically all respects the interview looks like a broadcast TV staple - a beautifully lit, long-form, in-depth, intimate fireside chat with the president, shot by at least 4-5 cameras and edited into a tight, visually compelling piece.

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