Below is the full video of last week's VideoSchmooze session, "Cracking the Code on Multiplatform Success," which included Peter Dolchin (VP, Viacom Media Networks), Jason Forbes (EVP, zeebox), Ran Harnevo (SVP, AOL On Network), Chris Smith (VP, Collective), with Olivier Manuel (Principal, Accretive) moderating.
The group covered a lot of ground, sharing insights on what their companies are doing with multi-platform and how they view multi-platform unfolding. Among the specific topics they discussed included:
- What is the definition of a "TV" in the online video age?
- What do marketers want - unified measurement for media buying, or separation by platform? And what do incumbent linear networks and upstart online-only programmers want?
- What is the difference between "TV Everywhere" and "Video Everywhere?" How are new programmers challenging incumbents to force more audience fragmentation and how is the ad community valuing this programming?
- Can online-only originals be financing solely on ads or do they need a dual revenue stream with subscriptions, like cable?
- Does premium content that was produced for the web get TV-style premium CPMs or will it be considered low-cost web content? How important is targeting matter and what other factors matter?
- Do ad formats need to be different on TV, mobile and online?
- How can business models align with user behaviors, and who's succeeding in doing this today?
- What lessons does mobile, with the dominance of iOS and Android, offer to connected TV space? Will a "connected TV operating system" emerge and if so, who will drive that?
- How does social help the discovery process and combat DVR usage?
And much more!
Colin Dixon, senior partner at The Diffusion Group and I are back for the 149th edition of the VideoNuze-TDG Report podcast. This week Colin kicks things off discussing zeebox's entry into the U.S. market, plus its new partnerships with Comcast, NBCU and HBO. Colin has used zeebox in the U.K. (where it has over 1.5 million users) and has been very impressed. zeebox falls into the general category of "second screen apps" but Colin notes its current focus on live TV was likely the hook for its new partners. With a sizable segment of viewers having shifted their viewing to on-demand, an app that helps drive some back to live would have lots of positives for TV networks.
We then shift to discuss new research released by NPD Group this week that 45% of consumers reported the TV as the main screen for viewing online video, up from 33% a year ago. Those identifying the PC as the main screen dropped from 48% to 31%. As I explain, this is noteworthy because it shows how online video is in fact moving to the living room, becoming a more mainstream behavior. As online video finds itself on more of an even footing with traditional TV, it raises the stakes for cord-cutting and shaving, along with shifting ad dollars from TV to online video.
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 31 seconds)