Advertising in mobile video is an important revenue stream for many content providers, so understanding how to optimize the viewer experience is essential.
At the 9th annual Video Advertising Summit on May 29th, mobile video advertising was the subject of a panel including Henry Embelton (Head of Ad Products and Revenue, Ellation), Dan Hurwitz (Chief Revenue Officer, Penthera), Bobby LaCivita (VP of Research and Measurement, Group Nine Media), and Colin Dixon (Founder and Principal Analyst, nScreenMedia) moderating.
Among the topics discussed were mobile video distribution in social vs. owned and operated properties, which video ad units work best in mobile video, how offline ad-supported mobile video experiences are being enabled, how mobile drives video consumption for younger audiences and key challenges in mobile video given the fragmentation across many different apps/services.
At the recent VideoNuze Online Video Ad Summit, I did a really interesting fireside interview with Hayden Lynch, SVP of Ad Solutions and Innovation at Group Nine Media, which owns well-established passion brands like NowThis, Thrillist, The Dodo and Seeker. Collectively these brands drive over 6 billion video views per month, though just around 50 million are on owed and operated properties.
As Hayden explains, this creates huge challenges and opportunities for Group Nine, and he estimates approximately 10-20% of its current views are monetized. Hayden articulates why the distributed approach makes long-term business sense and what the company is doing to improve its monetization, especially with Facebook. He also describes the company’s strategy to move into linear, why it’s launching a half dozen shows on Snap, and the goals of its recent NewFront, among other topics.
Topics: Group Nine Media
I’m pleased to present the 424th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
At this past Tuesday’s VideoNuze Online Video Advertising Summit, Colin moderated a session, “Connected TVs’ Ad-Supported Future,” with Rich Calacci (Pluto TV), Jim Keller (Hulu), Frank Sinton (Beachfront Media) and Seth Walters (Roku) participating. In the first segment of this week’s podcast, we discuss the reasons panelists cited for why ads on connected TVs are so appealing to advertisers, among other topics.
We then transition to some of the highlights of the keynote interview with David Lawenda (EVP, Digital Sales and Strategy, CBS), with particular focus on his comments about advertisers’ reluctance to pay more just because ad loads are lighter. A range of TV networks are lightening their ad loads to provide a better experience compared to ad-free SVOD, but the benefits are uncertain according to David.
Finally, we touch on interesting data that Group Nine Media’s SVP of Ad Solutions and Innovation Hayden Lynch made in my interview with him around the difficulties of monetizing video distributed on platforms. Group Nine’s properties generate around 6 billion views/month, but only 10-20% of them are being monetized, which is pretty eye-opening.
Listen in to learn more!
Click here to listen to the podcast (24 minutes, 45 seconds)