Penthera Webinar leaderboard - 7-3-20

Analysis for 'Weather'

  • Making Programmatic Payoff in Mobile Video [SHIFT VIDEO]

    As wireless carriers ramp up promotion of unlimited data and video viewing, mobile is poised to account for a bigger share of video viewing. As a result, understanding how mobile video will be fully monetized is becoming a more critical topic. The recent SHIFT // 2015 Programmatic Video & TV Ad Summit featured a session on programmatic’s role in mobile video advertising.

    As the panelists explained, programmatic is a really good fit for mobile in a lot of ways, including that mobile generates a lot of actionable data, mobile inventory can be volatile due to unexpected viral hits or weather events rendering traditional upfront sales sub-optimal, and that there’s a long tail of publishers that don’t necessarily have direct sales teams. The session explored all of these topics and others such as the technical challenges of delivering mobile programmatic video campaigns, the impact of VAST 4.0, how data is being used to drive improved campaign results and more.

    The panelists included Jeremy Hlavacek (VP, Programmatic, The Weather Company), Brian Rifkin (Co-founder and SVP, Video Sales, JW Player), Chip Schenck – VP of Programmatic Sales and Strategy, Meredith), Frank Sinton (CEO, Beachfront Media) and Gavin Dunaway (Editor, US, AdMonsters) as moderator.

    Watch the session video now

     
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  • Deep Dive Into Programmatic Video Advertising [AD SUMMIT VIDEO]

    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

     
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  • 1/3 Of Weather Company's Online Ad Revenue Now Comes From Programmatic

    Last week at Adap.tv's Worldwide Publisher Conference, Curt Hecht, The Weather Company's Global Chief Revenue Officer shared an eye-opening data point: 1/3 of the company's online ad revenue now comes from programmatic, though it only started selling ads this way around 18 months ago. And contrary to lingering concerns that programmatic reduces the value of inventory, Curt also said ads sold programmatically actually generate some of the company's best pricing, and that overall CPMs are up since programmatic was introduced.

    Programmatic is one of the biggest trends in advertising today, allowing ads to be bought and sold via marketplaces using data and specific audience targeting criteria. Real-time bidding is also a feature of programmatic, though not always. Programmatic also reduces some of the back-end friction associated with the exchange of RFPs and IOs.

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  • CNN Sets Pipeline Free

    News from CNN that it is jettisoning the subscription model for its Pipeline service. Smart move for them. Based on our recent report on the top 75 cable TV networks’ broadband video initiatives, I now count only 3 networks still using a subscription model (note, all in conjunction with free, ad supported video).
     
    Those 3 are:
    • Golf Channel “The Drive” Premium Membership - $29.95/year (lots of instructional video – makes sense to charge)
    • CourtTV “EXTRA” - $5.95/mo (feeds of multiple trials simultaneously, for the armchair criminologists among you)
    • Weather Channel “Desktop Max” $29.99/year – (really the ad-supported Desktop service, but minus the ads, and also more comprehensive than just video)
    In dropping its subscription charge, CNN is acknowledging that it’s too tough to get users to pay for news online. No doubt adding to their motivation is the red-hot broadband video ad market. For top tier content like CNN’s, I consistently hear CPMs in the $25-40 range. That’s too tempting to pass up. Credit though to CNN for giving subscriptions a try. Good evidence that experimentation still can find a home in the big media world.
     
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