Posts for 'Videology'

I'm pleased to present the 299th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

This week there was a lot of industry data released that Colin and I covered. To streamline things, on this week’s podcast we highlight and discuss our 5-6 top takeaways. These include rising TV Everywhere usage, the shift in viewing from tablets to smartphones, how SVOD appears to be complementing pay-TV, why younger viewers are more tolerant of lower video quality, and how technology is defeating bots in online video advertising.

Here are links to some of our coverage of this data:

FreeWheel’s Q3 Video Monetization Report Shows Continued Industry Growth

Conviva Survey Shows High Abandonment Rates for Lower Quality Video Experiences

Survey: OTT Usage is Up, But Pay-TV is Still Hugely Popular, Even Among Millennials

Videology - White Ops Study Details Cost of Bots on Video Advertising

12-fold Increase in Mobile Video Volume by 2021, Led by Smartphone

Listen now to learn more!

Click here to listen to the podcast (23 minutes, 7  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!

Fraud in video advertising is a significant problem causing billions of dollars in losses throughout the industry. To help drive a common understanding and gain consensus around what should be done, last Thursday Videology and White Ops released a valuable new white paper, “Eradicating Bot Fraud: The Path to Zero Tolerance.”

The paper explains all the different causes of video ad fraud, focusing on bots, or non-human traffic, which are considered the most pervasive type of fraud. Bots distort the market because they trigger an ad view even though no human being ever actually saw the ad. Bots are active in all types of video, from long-tail to premium. Videology and White Ops found that a higher percentage of traffic at night contains bots and that users age 65+ are 69% more likely to be hosting bots through an outdated browser.

continue reading

Videology and Nielsen released a case study showing a 6x improvement in brand lift for a group of 9 CPG campaigns as compared with Nielsen’s normative scores from thousands of campaigns using the Nielsen Digital Brand Effect platform. Videology integrated the platform into its player in order to measure the 9 campaigns’ brand lift.

Videology believes better targeting, optimization and fraud protection, at scale, drove the improved results. Videology used an integration with White Ops fraud detection to filter bots and other non-human traffic. It also relied on data from 40 different providers for accurate targeting and enhanced optimization.

continue reading

Tremor Video released data gleaned from 40 billion ad calls in its premium video marketplace, finding, among other things, that 7 out of 10 advertisers are now buying multi-screen campaigns. That’s a bit higher than the 58% Videology reported for Q1 ’15 back in May based on its data.

Both data points illustrate how aggressively advertisers are embracing both online video and mobile video advertising. Mobile in particular now accounts for 50% or more views on many popular sites, including YouTube, making a mobile component mandatory.

continue reading on VideoNuze iQ

The leadoff session at the recent Video Ad Summit focused on the topic of whether TV and video advertising are converging or diverging. In other words, are advertisers going to opt for converged, multiscreen campaigns that incorporate TV, or is ad spending a zero sum game with advertisers shifting spending from TV to video?

With tens of billions of dollars of annual TV and video ad spending, obviously this is a pressing question. Scott Ferber, Chairman and CEO of Videology, kicked off the session with a compelling presentation that made the case for convergence, with data playing a key role in making this happen.

Then Scott moderated a discussion with Andrew Feigenson (Managing Director, Digital, Nielsen), Kris Magel (Chief Investment Officer, Initiative U.S.), Melissa Roberts (GM, Enterprise Solutions, FreeWheel) and Brian Wieser (Senior Analyst, Pivotal Research Group). The group dug into the convergence-divergence question from all angles.

Watch the session video now 42 minutes, 33 seconds

I'm pleased to present the 278th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

This week Colin and dig into why data is taking center stage for video content providers and advertisers. We completely agree with the point Videology Chairman and CEO Scott Ferber made in his opening presentation at this past Tuesday's Video Ad Summit, that "The One With the Data Rules" in the converged world.

There is growing recognition that data is the glue that will guide multiscreen strategies and executions, in both content development and advertising. We discuss how companies like Netflix, Hulu, Sling TV and others are already capitalizing on data. Yet, it's still early days for exploiting data's full potential.

As our Video Ad Summit morning keynoter, David Cohen, Chief Investment Officer of Universal McCann said very well, we're in a phase where advertisers are trying to re-aggregate audiences across platforms and services at a scale comparable to what was available on TV not that long ago. Doing so is incredibly difficult, but data is the key to ultimately enabling this.

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!

Hundreds of industry executives turned out for yesterday's 5th annual VideoNuze Online Video Ad Summit for a jam-packed day of learning and networking. I'll be posting all of the session video recordings over the next few weeks as soon as they're edited.

Scott Ferber, chairman and CEO of Videology (the Video Ad Summit's Title Partner), kicked off the day with a presentation titled "TV and Video: A Year of Convergence" in which he articulated why convergence is not about "either/or" but rather is about "more" - essentially good news for TV advertising. Scott shared a number of relevant data points supporting the case and then moderated a session which dug deeper into the issues.

For today, I have embedded Scott's slides below, which perfectly set the stage for the Video Ad Summit's program. As you'll see, Scott's "golden rule" for the converging world  is "The One with the DATA Rules." This was echoed throughout every session of the day, with participants repeatedly reinforcing this point, while observing a key challenge is distilling the key data that really matters into actionable insights.

I'll have lots more on the Video Ad Summit in the coming weeks. It was an amazing day and I'm incredibly grateful to our 55 executive speakers and 21 sponsors!

continue reading

Are TV advertising and online video advertising converging or diverging? With tens of billions of dollars of advertising spending at stake and soaring bets on original programming, this is a critical question for all players in the ecosystem.

There's a clear case for divergence, with spending shifting away from TV and toward online video. Linear ratings are down, viewers are taking more control over their experiences than ever, SVOD is booming, online originals are proliferating and online video offers superior targeting, ROI and programmatic options. A recent report indicated that in April 2015, TV spending was down 7% for broadcast and 8% for cable year-over-year, while online video was up 44% year-over-year.

continue reading

More evidence that video advertisers are embracing multiscreen strategies: Videology reports that in Q1 '15, 58% of all campaigns on its platform ran on more than one screen, up from just 17% in Q1 '14. Almost half (46%) of campaigns ran on Desktop/Mobile/OTT, vs. 40% on desktop only.

The most popular campaign objectives remained view-through rate and click-through rate, followed by audience verification and viewable rate. Another big shift was that 89% of campaigns ran on VPAID inventory in Q1 '15, up from 52% in Q1 '14. Videology believes this reflects brands' increased appetite for interactivity, creativity and measurability not possible in the VAST format.

continue reading

Media, finance and automotive brands continue to lead online video advertising adoption, according to new data from MediaRadar. In October, 2014 the product categories were first, second and third respectively, just as they were in October, 2013. MediaRadar found an increase in the number of brands placing online video ads in all 10 of the product categories it measures.

continue reading on VideoNuze iQ

Multiscreen video ad campaigns running on Videology's platform in the U.S. in Q3 '14 surged to 35% of total campaigns, up 59% from the 22% share multiscreen campaigns had in Q2 '14. Multiscreen includes campaigns running either on PC/mobile or PC/mobile/connected TV. Video ad campaigns running solely on PC dropped from 74% in Q2 '14 to 60% in Q3 '14.

continue reading on VideoNuze iQ

Video ad platform provider Videology has shared financial information including that it is on track to generate nearly $300 million in revenue in 2014, up from $135.5 million in 2012. In the past 12 months over 1,330 advertisers generated 17.7 billion  video ad impressions on Videology's platform across all devices.

continue reading

Video ad platform Videology has released case studies for 3 quick service restaurant (QSR) clients demonstrating how targeted online video ad campaigns can complement TV advertising to drive increased offline sales.

The key results of the 3 case studies are as follows:

- A regional restaurant generated an 11% increase in customer transactions using a geo-targeted online video campaign involving a 5% higher spend.

- A large fast food chain drove an 8% increase in customer visits and 9% increase in spend per customer on higher-priced family meal menu items using demo and advanced targeting.

- A family restaurant saw an 8.5% overall lift in lunchtime traffic using online video ads and a 13.3% lift for consumers who saw the ads 3+ times.

continue reading

Last week's Video Ad Summit program included two sessions on programmatic video advertising, one of the biggest trends in the business today. The morning session focused on the buy/agency side and included executives from Harmelin Media, TubeMogul and Xaxis. The afternoon session focused on the sell/publisher side and included executives from Google, LiveRail, VEVO, Videology and Weather. Both were moderated by Ashley Swartz, CEO and founder of Furious Minds. Videos of both sessions are below.

Watch the videos

Recently released data from online video ad platforms Videology and LiveRail reveal in-depth dynamics of the fast-moving online video ad industry.

First, in an analysis of 2.4 billion video impressions Videology delivered in Q1 '14, it found that 91% of advertisers bought video ads based on a guaranteed CPM (cost per impression), similar to how traditional TV advertising is bought. This was an increase of 6% vs. Q4 '13.

The desktop still dominates for online video ad campaigns, as 78% were for desktop-only, followed by 10% for desktop plus mobile, 6% for desktop/mobile/connected TV, 5% for mobile only and 1% for other connected TV. Videology found that 35% of campaign used some type of 3rd-party verification, including Nielsen's OCR or comScore's vCE.

continue reading on VideoNuze iQ

As people splinter their video viewing across multiple devices, reaching them across screens  with video advertising has become has become a growing imperative. Still, TV is tried and true, and the tools for planning, managing and measuring cross-screen campaigns are not yet widely understood.

To help illustrate early success of cross-screen advertising, Videology has published 4 case studies on different clients who augmented their TV campaigns with online video buys, resulting in significant improvements to audience reach, brand awareness, offline sales and market share.

continue reading

Videology released the findings of a Forrester Consulting survey yesterday, which studied attitudes toward video advertising among 150 executives at brands, agencies and media companies. There are many interesting findings in the report and one that stands out is that nearly 70% of brands and agencies think it's likely or very likely that agencies will unify the planning of video and TV campaigns within the next 3 years (though note only 52% of media companies believe so).

continue reading on VideoNuze iQ

I'm pleased to present the 197th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. At Advertising Week this week in NYC, the dominant theme I heard about was programmatic video advertising. Though it's an important and growing part of the larger video advertising space, it's still early days, so even the very definition of "programmatic" doesn't seem to have clear consensus.

In this week's podcast I explain the 3 main elements of programmatic as I understand them: automating certain buy/sell processes, using data to improve targeting and optimize yield/ROI, and using dynamic pricing models like real-time bidding. Depending on who you talk to, programmatic can refer to one or more of these elements.

One of the key topics of the week was how programmatic can be used by "premium" video content providers/publishers. In the podcast I also discuss this in-depth. I'm personally continuing to get my head around programmatic, so if I've misstated or mischaracterized anything, let me know and/or leave a comment!

Click here to listen to the podcast (19 minutes, 22 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!