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Analysis for 'Hearst'

  • Keynote Interviews with GroupM’s Brian Lesser and Hearst’s Troy Young [AD SUMMIT VIDEO]

    We had 2 terrific keynote interviews at our recent 7th annual Online Video Advertising Summit, with Brian Lesser (CEO, GroupM North America), which was conducted by Matt Spiegel (Managing Director, Marketing & Technology Solutions, MediaLink) and with Troy Young (Global President, Hearst Digital Media), who I interviewed.

    Taken together they provide invaluable insights from both the buy and sell sides about how to succeed in the rapidly changing video industry.

    Each interview is a little over 30 minutes. Links to all of the session videos from the Ad Summit are included at the bottom of this post. Enjoy!

    Watch the keynote interviews

     
  • Hearst's Co-President Neeraj Khemlani Shares Insights On New Video Landscape [AD SUMMIT VIDEO]

    Neeraj Khemlani, co-president of Hearst Entertainment & Syndication shared his insights on the new video landscape and how to succeed in it during his keynote interview with me at the recent Video Ad Summit. Neeraj has a great perspective on the topic given his role at Hearst and the company’s investments in video leaders like AwesomenessTV, Roku, BuzzFeed, Vice and others.

    Neeraj sees this as a time of huge experimentation, with Hearst looking to place bets on brands that will resonate with younger audiences. The key here is for talent to be authentic and build their audiences. When this happens, they’re “earning” their distribution organically, rather than trying to establish it formally as in traditional media distribution models. That’s a huge shift.

    Among other topics, Neeraj discusses “CosmoBody,” the company’s new SVOD service and why it’s ad-free, why news is a perfect fit for video and mobile, why having a strong editorial point of view is critical, how Facebook is changing video viewing and lots more.

    Watch the interview now (33 minutes, 51 seconds)

     
  • Technology and Culture Are Critical to Driving Video Success

    Last week I attended AdExchanger's Industry Preview 2015 conference in NYC, a gathering of 500+ digital marketers. I attended mainly to gain insights about the larger digital marketing landscape, of which online video advertising is an increasingly important part for advertisers, content providers and technologists.

    While there was only one video-specific session, video weaved its way into a lot of what happened on-stage. One session in particular that generated numerous valuable video-related insights was titled, "This is Digital Publishing in 2015" and included Zazie Lucke (Head of Global Media Marketing, Bloomberg), Dao Nguyen (Publisher, BuzzFeed), Troy Young (President, Hearst Digital), Jon Steinberg (CEO, Daily Mail, North America) and was moderated by Wenda Harris Millard (President and COO, Medialink).

    continue reading

     
  • Broadcasters' New Mobile DTV Joint Venture Offers Potential

    One of the more interesting things coming out of the NAB Show this week was the announcement by a dozen local TV station groups of a new mobile direct TV content service intended to reach 150 million Americans. The service, which is still unnamed, is backed by Belo, Cox, E.W. Scripps, Fox, Gannett, Hearst, ION, Media General, Meredith, NBC, Post-Newsweek and Raycom. No details on programming were revealed except to saying local and national news, sports and entertainment would be included.

    For the last several years, it's felt as if local broadcasters have been on the short end as online and mobile delivery have gained steam. One looming threat has been from broadcast network partners, who have increasingly embraced online distribution, which threatens to shift audiences from consuming programs through local affiliates' stations to consuming at the networks' web sites and aggregators like Hulu.

    More recently, the FCC's  National Broadband Plan, with its "voluntary" spectrum reclamation would transfer valuable bandwidth to mobile carriers - a move that was quickly perceived as further marginalizing local broadcasters' role in the digital ecosystem. If this wasn't enough, the launch of Apple's iPad highlighted the growing role that consumer electronics devices - and the apps that are built for them - will play in empowering users to search and access content from many new sources, further fragmenting traditional broadcast audiences. All of this has unfolded against the recession's backdrop, which has suppressed consumer spending and local ad spending.

    Now, with the new joint venture, local broadcasters seem to have the beginnings of a cohesive plan to show that they too have an important place in the digital era. Throughout the NAB Show various industry executives repeated the mantra that local broadcasters play a vital role in news, weather and emergency information, a not-so-subtle reminder to policy-makers that broadcasters shouldn't be shunted aside in favor of shiny new gadgets.

    Still, it's early days for the venture and for mobile DTV in general. Next month a big DTV trial in Washington, DC is scheduled using the ATSC-M/H technical standard. The new JV doesn't have any agreements yet to put DTV tuners in handsets or with carriers for integration. Larger questions of governance still loom as well. Broad industry initiatives like this often suffer from members' differing goals, tactics and motivations. An even larger question is consumers' desire for the mobile DTV format. With countless viewing options already, and more coming every day, local stations' DTV efforts will be in a competitive battle for attention.

    Big questions remain about what the new JV's ultimate impact will be, but at a minimum it at least appears to show that local broadcasters are getting serious about how they fit into the digital video ecosystem.

    What do you think? Post a comment now (no sign-in required). 

     
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