I’m pleased to present the 367th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Once again, we’d like to thank our podcast sponsor Akamai Technologies, which will show its Media Acceleration capabilities and range of cloud-based solutions at the NABShow in Las Vegas, in booth SL3324. There's still time to schedule a meeting.
First up on this week’s podcast we discuss Netflix’s Q1 earnings which were released earlier this week. Netflix came up a bit short of its own forecasts for both domestic and international subscribers. Colin provides his analysis of what happened and what might be ahead for Netflix in 2017.
Then we shift gears to discuss how TV advertising is increasingly about data-enablement. I share further details on my post yesterday on Videology’s research, and also explain iSpot.tv’s new conversion solution. TV is in a race to provide improved targeting and better ROI to advertisers who are being avidly pursued by Google, Facebook and other digital competitors.
Listen in to learn more!
Click here to listen to the podcast (24 minutes, 26 seconds)
iSpot.tv has introduced a new analytics solution that allows advertisers to measure in real time the effectiveness of their ads across metrics including web site visits, registrations and purchases. The solution is the latest in an ongoing series of technology initiatives bringing enhanced attribution, targeting and ROI potential to traditional TV ads.
iSpot.tv’s CEO Sean Muller told me in a briefing that the conversion analytics solution directly addresses TV advertisers’ pain point of not being able to accurately or quickly measure and attribute how TV ads translate into specific actions. The challenge has been exacerbated by consumers’ shift to on-demand viewing across devices on services that are sometimes ad-free as well.
iSpot.tv has announced it is now measuring TV ad performance in linear, time-shifted, VOD and OTT video across 10 million connected TVs. iSpot is tracking TV ads’ view rates, impressions and unduplicated reach, providing unprecedented granular insight into actual TV ad performance.
iSpot’s founder and CEO Sean Muller explained that the new measurement system is enabled by deals the company has made with select TV manufacturers to integrate its technology with newer connected TVs automatic content recognition. As the ads viewed are anonymously relayed to iSpot, they are checked against the company’s database of ads, gleaned from its core platform which tracks the entire media schedule in linear TV. The ads are then sorted as linear national, linear local or VOD/OTT as well as live vs. time-shifted. The length of each ad’s play is tracked to provide the view time metrics.
iSpot.tv, which monitors ads in over 100 national TV networks and then correlates real-time digital actions such search, social and video viewing, has raised a $21.9 million series B round, led by Insight Venture Partners, with participation from existing investor, Madrona Venture Group. The new funds will be used for product development and increased staff.
In a world where ads are everywhere, with TV viewing becoming more fragmented, and viewers distracted by mobile devices, iSpot.tv's value to advertisers is that it helps them understand the TOTAL impact of their TV ads, including "earned" subsequent digital actions.