VideoNuze Posts

The Interactive Advertising Bureau (IAB) will be presenting the final session of the June 25th VideoNuze Online Video Advertising Summit in NYC. The session title is "Viewability: Addressing the Elephant in the Room."

As the title implies, if there is one major hiccup in the rapid growth of online video advertising, it's that a significant percentage of online video ads are either not immediately viewable by audiences, are fraudulent or are both. Over the past year, the topic has gained a lot of attention, creating a widening credibility gap for the industry.

However, a ton of work has been done to remedy this and in this session, you can expect a deep-dive discussion of specific initiatives, 3MS, the roles of all players in the ecosystem and what comes next. The timing is perfect since the "gating period" for the new video viewability standard will lift on June 30th.

We're very fortunate to have as panelists David Gunzerath, SVP and Associate Director of the Media Rating Council, which has been a leader in solving the viewability challenge, Tal Chalozin, CTO and co-founder of Innovid, one of the first 5 companies to participate in OpenVideoView ("OpenVV"), created to open source video viewability measurement, and Julian Zilberbrand, EVP at Zenith Optimedia, who has been deeply involved in moving viewability forward. We'll likely have one more panelist, and Matt Prohaska from Prohaska Consulting will be the session moderator.

The IAB has had a leadership role on this critical industry issue, and worked closely with other leading industry organizations. I'm thrilled they've chosen to collaborate and present this timely session at the Video Ad Summit, adding to a jam-packed program covering the hottest industry topics. IAB members receive a $100 savings on registration using the Media Partner ticket type and code IAB14.

Learn more and register now!

It's no secret that measuring true video usage across screens is currently impossible. And with viewing continuing to fragment across multiple screens, advertisers' ability to allocate campaign spending and optimize their ROI is getting harder all the time.

To address this situation, comScore has published a white paper, proposing a new viewer-centric, integrated approach called "Total Video," which it began discussing last month at the NewFronts. Aiming for a holistic video measurement approach, Total Video has 5 goals: (1) a single, unduplicated audience metric, (2) unified demography across platforms, (3) holistic accounting of all video viewing, (4) scalable measurement of platforms and audiences and (5) flexibility for the future.

continue reading

Here's a new measure of how deeply online video viewing, and Netflix in particular, have penetrated the living room: 49% of all U.S. households now have at least one TV connected to the Internet, slightly over double the 24% level from 2010. For Netflix, 49% of its subscribers report watching online video on their connected TV weekly vs. 8% weekly use among all non-Netflix subscribers. 78% of Netflix streaming subscribers watch Netflix on a connected TV.

TVs are connected either through game consoles, Blu-ray players, Smart TVs or devices like Roku, Apple TV, Chromecast, etc. The data is according to the 8th annual Leichtman Research Group's Emerging Video Services study.

continue reading on VideoNuze iQ

I'm pleased to present the 230th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

This week found Colin at the BroadbandTV Con event in Santa Clara where he was impressed by the 2 keynotes, by Eric Berger, EVP, Digital Networks, Sony Pictures Television (Crackle) and Roy Sekoff, President and Co-Creator of HuffPost Live. Eric and Roy provided insights about their strategies and the audiences they're pursuing. Both services are highly successful in their own ways. Colin shares his observations, and compares and contrasts the two.

One commonality is that both services are free to viewers and ad-supported, which brings us to our next topic, PwC's growth forecast for online video advertising, which I covered this week. We dig into the details and other PwC numbers. Even though PwC projects video ad spending will more than double, to $6.8 billion in 2018, Colin actually believes the forecast is too conservative. He explains why and what would really impress him.

Listen in to learn more!

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!

PwC released its Entertainment & Media Outlook for 2014-2018 yesterday, forecasting that online video advertising in the U.S. will hit nearly $6.8 billion in 2018, more than double the projected 2014 level of $3.3 billion.

PwC sees video advertising as achieving a 19.5% compound growth rate from 2013-2018, trailing only mobile Internet advertising, forecast at 22.1% CAGR. Video advertising's share of all wired Internet advertising is projected to jump from 8.7% in 2014 to 14.5% in 2018.

continue reading

Adobe has released its Q1 2014 U.S. Digital Video benchmark report, finding among other things, that 21% of U.S. pay-TV subscribers use TV Everywhere, up from 16% in Q3 '13. The 21% usage rate is exactly what research firm NPD found in its separate research released last month.

(Note, in a NY Times article today, Adobe said that the Q1 data excludes the Sochi Olympics TVE usage.)

Adobe also found that the number of TVE authentications jumped by 246% vs. Q1 '13, with iOS devices taking a 43% share of views, followed by browser (36%), Android (15%) and gaming consoles (6%). The latter experienced the strongest growth rate, up from a 1% share a year ago.

continue reading on VideoNuze iQ

The Internet has been a boon to sports fans, with the new "Know the Fan" report from Sporting News Media, Kantar Media Sports and SportBusiness Group revealing that approximately 2/3 of U.S. sports fans follow sports online. In particular, 38% of fans who watch sports video online cited live-streaming of games/events as their top activity (up from 33% in 2013), followed by short highlight clips (31%) and videos of sports news (27%).

continue reading on VideoNuze iQ

Binge-viewing is surely one of the most notable cultural phenomena of the past few years. Barely registering as a concept less than 3 years ago, many recent research reports now cite binge-viewing as having been adopted - if not regularly practiced - by a majority of TV viewers (examples here, here, here, here, here, here).

The shift toward binge-viewing has immense implications for the TV and video industries, touching everything from the creative process to programming/distribution decisions to monetization approaches. Some companies are fully embracing binge-viewing and riding its wave, while others are taking a more cautious approach.

Stepping back though, how exactly did binge-viewing become such a cultural phenomenon? I believe there are at least 5 key contributing factors, with the relationships among them creating a perfect storm of growth.

continue reading