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YouTube: By 2015, 50% of Video Ads Will Include Cost-Per-View Video
At WPP Group's Global Video Summit yesterday afternoon, hosted by Kantar Video, GroupM and WPP Digital, Baljeet Singh, YouTube's product manager for video monetization reiterated a bold assertion YouTube has made periodically
over the past 6 months: by 2015, 50% of video ads will include cost-per-view video.
Baljeet defines "cost-per-view" as an engaged view of a video ad where "engaged" means the user chose to watch that video in some way. The vast majority of today's in-stream pre-rolls, mid-rolls and post-rolls that auto-play during the content experience wouldn't qualify under the definition. If YouTube is right, then massive change is coming in how online video ads are created, purchased, valued and measured.
Categories: Advertising
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5 Lessons AOL CEO Tim Armstrong Has Learned About Online Video Success
At WPP Group's Global Video Summit yesterday afternoon, (hosted by Kantar Video, GroupM and WPP Digital), AOL CEO Tim Armstrong shared 5 lessons he's learned for online video success:
1. Dedicated teams for video are required; it's too important to share resources
2. Video assets must be organized and catalogued; most companies don't even know how much or what they own as he found when he arrived at AOL 2 years ago
3. A great video player is needed; it's at the center of the user experience
4. Video should be put everywhere; distribution is crucial
5. Collecting data on video performance is essential; data is particularly useful in determining the optimal ad formats and user experience
Categories: Indie Video, Portals
Topics: AOL
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Survey: 65% of Media Buyers Plan to Shift Spending from TV to Online Video
Online video ad network BrightRoll has released results of its Q1 '11 survey of media buyers' attitudes towards online video, and no surprise, they are yet again quite bullish. Several data points highlight online video's growing appeal; in particular the survey found 65% of respondents said they plan to shift campaign dollars from TV to online video. Beyond TV, as the chart below shows, display advertising is actually the spending bucket likely to see the biggest shift to online video, with 86% of buyers planning to move some of their display budget to online video.
Importantly, 28% of media buyers forecast online video will see the largest increase in spending in 2011, with mobile video right behind at 27%. Online video is also becoming a more common component of all ad campaigns, with 27% of media buyers saying that over half of their request for proposals included an online video component. 41% of buyers reported targeting as the most valuable aspect of online video advertising to their clients. Within targeting, the most beneficial form is behavioral, followed closely by contextual and demographic.
Categories: Advertising
Topics: BrightRoll
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PBS Enhances Video Search for Thousands of Its Videos
PBS is announcing this morning that users of PBS.org can now search transcripts of 7,000 free videos available on the site using filters such as program title, producer, local PBS station, airdate and content format across a range of programs including Nova, Frontline, American Experience, PBS Newshour and others. Users will be able sort and share their search results with others. The search feature is enabled by RAMP, which is creating and managing the videos' metadata.
Categories: Broadcasters
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HBO GO Launches on iOS and Android Devices: A Necessary But Insufficient Step
Today marks the "official" launch of HBO GO - the premium cable network's authenticated TV Everywhere service - on mobile devices running iOS (iPad, iPhone, iPod) and the Android OS, although it has been technically available since late last week in the iTunes App Store and Android Market. HBO signaled May 2nd as the date of availability in a teaser video posted last month on YouTube, and I'm guessing a press release will be forthcoming.
With the iOS/Android rollout, HBO has taken a necessary, but insufficient step toward improving its standing in a world that has grown dramatically more competitive in a very short time. HBO GO, which is only available to HBO subscribers, and even then, only to those whose pay-TV operator has a deal to authenticate HBO GO, is narrowly focused on delivering more value to those who have already chosen to subscribe to HBO. As HBO co-president Eric Kessler told the NY Times in February, "It's about enhancing the satisfaction and continuing the life cycle of the subscriber."
Categories: Cable Networks, Devices
Topics: Android, HBO, iOS, Netflix
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5 Unexpected Things That Happened This Week in Online Video
Happy Friday! Each day this week seemed to bring another unexpected head-scratching moment related to online video. I suspect I wasn't the only one reacting this way. Following is a recap of the week's top 5 (actually 4, plus 1 tongue-in-cheek). Read on and see if you agree.Categories: Miscellaneous
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1. Time Warner CEO Jeff Bewkes Flip-Flops, Now Admires Netflix
Certainly top on this week's unexpected list was Time Warner CEO Jeff Bewkes' newfound affection for Netflix, expressed in an interview with Charlie Rose at the Tribeca Film Festival (see below video, starting at the 4:40 point). Until now Bewkes has been withering in his derision for Netflix, famously comparing them to the Albanian army, and all but saying HBO would only offer its programs for streaming on Netflix when hell froze over.
But this week Bewkes totally flip-flopped, saying things like he looks at Netflix with a certain sense of "fondness," "Welcome brother" to the subscription business, "You've gotta admire them," "They've done a bold thing, a good thing in many ways," "They're offering a subscription service that is very valid and effective" and "They've got a lot of interesting stuff on there mostly that's available in other places but that's no criticism."
Categories: Aggregators, Cable Networks
Topics: HBO, Netflix, Time Warner
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2. Netflix Tamps Down Cord-Cutting Fears
Another unexpected item this week was Netflix dedicating a section of their Q1 '11 report to tamping down fears of cord-cutting that have been aroused due to Netflix's own staggering growth. To my knowledge, Netflix has never suggested in the past that it would prompt cord-cutting, but it has periodically positioned itself as a competitor to pay-TV services. Now however, Netflix is firmly embracing a "we're supplemental to pay-TV" positioning.
Categories: Aggregators
Topics: Netflix
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