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Recapping All of the Product and Partnership News from ELEVATE
At the ELEVATE conference on Tuesday a number of our partners made product and partnership announcements which I mentioned were coming in a teaser last Friday. Each helps move the online video advertising market forward in different ways. A brief recap of each follows:
Categories: Advertising, Events, Technology
Topics: Adap.TV, AdoTube, Conviva, ELEVATE, EyeView, Grab Networks, Innovid, Ooyala, Panache, RAMP, Tremor Video, Undertone, YuMe
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ELEVATE - 700 Registrants, 55 Speakers, 24 sessions, 27 Sponsors and 1 Amazing Day
ELEVATE: Online Video Advertising Summit is a wrap and I'm pleased to report
it was a huge success with over 700 registrants, 55 speakers, 24 sessions and 27 sponsors participating. We covered the online video advertising world from every conceivable angle, with plenty of time also spent on larger online video industry drivers.
There were tons of great insights on the market from our opening session with Akamai's president David Kenny and News Corp's chief digital officer Jon Miller, to our keynote from Disney/ABC's EVP, Digital Media, Albert Cheng through to our closing session with TED's Head of Global Partnerships Ronda Carnegie and Google's Head of Creative Innovation John Militello.
I have lots of pictures I'll post shortly and we video-recorded all the sessions which I'll post over the next couple of weeks. I'll also be posting some of my key takeaways over the next few days so stay tuned. There are also lots of tweets from the day at #EL8CONF.Categories: Events
Topics: ELEVATE
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See You At ELEVATE!
Categories: Events
Topics: ELEVATE
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Panache Introduces Interactive Ads in HTTP Live Streaming (HLS)
Video ad technology provider Panache is introducing the ability to insert interactive ad overlays in HTTP live streaming (HLS) content delivered to iOS and Android connected devices. Panache is announcing the capability at ELEVATE: Online Video Advertising Summit. Panache CEO Steve Robinson, who briefed me last week on the capability, sees this as primarily supporting dynamic ad insertion into live television streams that would be simulcast to devices.
Panache believes this capability is significant because it bypasses the need to separate TV programs streamed online into segments, with video ads inserted between them, which is a cumbersome process. Steve reports that pay-TV operators and TV technology providers are excited about Panache's offering because it moves them closer to their vision of convergence between TV and other devices. Many premium content providers are recognizing the value of live streaming for audiences, especially to newer mobile devices. Categories most often mentioned are sports or music, but entertainment programming is also a priority.
Categories: Advertising, Technology
Topics: Panache
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Last Call for ELEVATE Conference Tomorrow
Online pre-registration for the inaugural ELEVATE: Online Video Advertising Summit will close today at 6pm ET. Walk-in registration will be available on-siteon June 7th, but payment will only be accepted by check or cash. ELEVATE will be held at New World Stages, 340 West 50th Street, New York, N.Y.
Pre-registration has topped 600 industry executives, from brands, agencies, content publishers, technologists and other stakeholders in the industry. A sample list of companies attending is here.
In addition, the ELEVATE printed program is now available for viewing here.
Hope to see you there!Categories: Events
Topics: ELEVATE
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Red Sox to Produce It Gets Better Online Video
Cracking open the Boston Globe yesterday (yes, I still read a physical newspaper on weekends!), I was pleased to read that our home town Red Sox will be the latest major league baseball team planning to create an online video in support of the "It Gets Better Project." If you're not familiar with It Gets Better, it's an organization started last fall by columnist Dan Savage to show support for lesbian and gay youth who often suffer harassment.
It Gets Better has quickly become a textbook example of how powerful user-generated video can be when directed toward a particular goal. Thousands of It Gets Better videos have been produced, including many from celebrities. I've watched a sample of them and they range from the amateur level all the way to some very slick productions. The key is that the videos convey the producer's passion and authenticity in a way no other medium could.
As the Globe article describes, in the Red Sox case, a petition was started by a 12-year-old fan who collected over 10,000 signatures to help spur the Red Sox on. It's a great story, and further shows how omnipresent online video has become in our society. No doubt many other organizations will be trying to emulate It Gets Better's success with video to help raise awareness for their cause as well.Categories: UGC
Topics: It Gets Better, Red Sox
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Teaser: More Video Ad Innovation Coming Next Week
A little teaser for this Friday morning: next week is going to bring a number of announcements of new video advertising innovations, particularly for mobile devices. The announcements will be synched with ELEVATE: Online Video Advertising Summit, coming up next Tuesday, June 7th. This week I've been getting a preview of some of the news from various technology providers and it's exciting stuff that will no doubt help accelerate the market.
A key underlying theme I am continually hearing from technology providers for online and mobile video advertising is their desire to help move ad dollars over from TV (or at a minimum to have online and mobile become complimentary media buys). But, as I wrote a couple of weeks ago, TV advertising is still a "known" commodity, whereas it's still early for online and mobile and there are a lot of question marks. Technology providers are united in their goal of helping premium video content providers improve their monetization and are innovating at a furious pace in order to demonstrate the advantages over TV.
Stay tuned next week for some cool updates.Categories: Advertising, Mobile Video
Topics: ELEVATE
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Clearleap Looks to Power More Cable iPad Apps
Large cable operators like Comcast, Time Warner Cable and Cablevision have launched popular iPad apps over the past 6 months, and now technology provider Clearleap is looking to help get other cable operators into the iPad app game (as well as apps for other connected devices). This morning Clearleap is announcing a set of APIs for its Stream On Demand product that allow developers to quickly create an app's front-end user experience while having the back-end processes fulfilled without any custom development.
iPad and other connected device apps are a critical part of cable operators' larger TV Everywhere strategies of unlocking cable programming from the set-top box and allowing subscribers to watch programming anytime, anywhere and on any device. However, the proliferation of devices, and the need to have programming delivered securely, has created significant complexity and cost to accomplish this goal. Underscoring the challenges, even the largest operator, Comcast, only just last week announced its Xfinity TV app would support video streaming to iPhones/iPod Touches, and it has yet to release this for any Android device. For mid-size and smaller operators who don't have the same resources, iPad and other apps are out of reach.
Categories: Cable TV Operators, Devices, Technology
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