Posts for 'Advertising'

A critical challenge facing video providers is how to balance distribution of their content on platforms vs. on their owned & operated properties. At the recent VideoNuze Online Video Ad Summit, we dug deeply into this topic in a session featuring Trevor Fellows (EVP, Digital Sales and Partnerships, NBCUniversal), Paul Kontonis (Chief Marketing Officer, WHOSAY Viacom), Blake Sabatinelli (CEO, Newsy E.W. Scripps) with Lorne Brown (CEO, Operative) moderating.

Each of the panelists did an excellent job articulating the specific benefits they seek out in platform deals such as incremental reach, enhanced branding and stronger monetization. They talk about how platform distribution deals work and why advertising is central, the role of data and demographic fit, why producing compelling, premium content is paramount, how they choose to allocate finite resources among various platforms and why scale matters so much, among other topics.

For anyone considering how to monetize video everywhere, while maintaining a strong O&O presence, the session is really valuable.

Watch the session video now!

CBS has been one of the most innovative big media companies pursuing OTT initiatives. At the June 12th VideoNuze Ad Summit, we were privileged to have David Lawenda, CBS’s EVP, Digital Sales and Sales Strategy as our keynote guest, interviewed by Mike Shields, Business Insider’s Advertising Editor.

David addresses many interesting topics including how CBS is catching up to Facebook and Google in data-enabling its ad inventory, the benefits of its direct-to-consumer services like CBS All Access in understanding viewer behavior, how ready agencies really are to buy beyond age and gender today, whether TV networks reducing their ad loads will meet with success, the impact no holistic measurement capability, the role programmatic TV will or won’t play in the future, how CBS’s upfront is going so far and much more.

For anyone interested in learning how CBS and network TV are adapting to the vastly changing video landscape, the interview is must-see.

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How data is being used to improve monetization and user experiences is one of the hottest industry topics these days. But is data living up to its potential? At our recent VideoNuze Online Video Ad Summit, we focused a session on this question, with panelists including George Musi (EVP, Data, Analytics, Insights, Blue 449/Publicis Media), Lance Neuhauser (CEO, 4C), Bre Rosetti (SVP, Director of Strategy and Innovation, Havas Media), Vikram Somaya (SVP, Global Data Officer and Ad Platforms, ESPN) and Dan Punt (Managing Director, FTI Consulting) moderating.

The session explored the value of data for brands, using data to uncover what’s meaningful to consumers, how to deal with limitations imposed by walled gardens, how data can power subscription models, when does value of data actually start to diminish, the importance of having the right infrastructure and talent in place, evolving to data-driven decision-making, complying with GDPR and much more.

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Everyone understands that being able to seamlessly run and measure cross-screen video ads is the holy grail. But behind the scenes there are all kinds of challenges, which were explored in the opening session of our recent VideoNuze Online Video Ad Summit, which included Mark London (VP, Ad Operations, Advanced Ad Products, Fox), Greg Lubetkin (Executive Director of Sales Operations, Disney ABC Digital) and Bunker Sessions (VP, Business Development, Extreme Reach) moderating.

The panelists discussed buyers’ expectations for unified analytics, optimizing monetization of all video streams, brand safety, maintaining strong user experiences with ad insertion, the role of AD-ID, how to manage programmatic across platforms and much more.
 

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At our recent VideoNuze Online Video Ad Summit, we had a great session focused on succeeding with mobile video which included Chris Carey (Head of Sales, Strategy and Business Development, Verizon Digital Media Services), Amy Mbagwu (Head of Branding Sales, Taboola), Jeremy Sigel (Global SVP of Content and Innovation, Essence), with Keith Grossman (Global Chief Revenue Officer, Bloomberg Media, moderating.

The session explored user behavior in mobile, why scale and premium content matter most to ad buyers, the role of brand safety, how mobile contrasts with OTT delivery, cross-device IDs, the impact of social media / walled gardens, how to use data effectively in mobile and much more.

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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.

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Tomorrow is the 8th annual VideoNuze Online Video Advertising Summit in NYC. So if you've been on the fence about whether to attend, this is your last chance!

The Video Ad Summit program includes over 40 speakers from Bloomberg Media, Bonnier, Dentsu Aegis, Disney ABC Digital, Ellation, ESPN, Essence, FOX, Group Nine Media, Havas, Hulu, IAB, Initiative, Meredith, Microsoft, NBCUniversal, Newsy, Pluto TV, Publicis, Roku, Vevo and many others to network with and learn from.

Our keynote guest is CBS’s EVP, Digital Sales and Sales Strategy David Lawenda, who will be interviewed by Mike Shields, Advertising Editor at Business Insider on how CBS is creating new brand value and revenue streams through its numerous digital initiatives.

Reminder that as a bonus, all paid registrants are included in the drawing to win a 55-inch 4K Roku TV.

Many thanks to our 11 sponsors, including Premier partners Extreme Reach and Verizon Digital Media Services; Headline partners 4C, AppNexus, Beachfront Media, Operative and Taboola; and Branding partners Brightcove, Cedato, Gamut Media and Roku.

Join us by registering now!

I’m pleased to present the 422nd edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

This week Hulu’s CEO Randy Freer said in a CNBC interview that the company had “surpassed 800,000 subscribers” for its Hulu with Live TV service. It was the first time Hulu has revealed subscribers for its skinny bundle service which was launched just over a year ago.

Colin and I are both impressed with the number, which represents 4% of its overall 20 million subscribers and probably puts it in fourth place in the category behind YouTube TV, Sling TV and DirecTV Now. Based on rough calculations, the Live TV service is likely generating almost $300 million in run-rate revenue now (whether its profitable is another question). That’s a strong start and more evidence Hulu has found a winning formula.

Back on the SVOD service, we also discuss James Murdoch’s comment that about half of Hulu’s subscribers are taking the ad-supported option, (which Hulu said is actually more than 60%), but that would still be down from “the vast majority” which Hulu has consistently said in the past. Finally, we discuss the pros and cons of either Comcast or Disney taking control of Hulu due to the battle over 21st Century Fox assets. I wrote last week Comcast would benefit more.

(Note, Hulu’s VP of Ad Sales Jim Keller will be on Colin’s panel “Connected TVs' Ad-Supported Future” at the VideoNuze Online Video Ad Summit on June 12th)

Listen in to learn more!

 
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The VideoNuze podcast is also available in iTunes...subscribe today!

Our 8th annual VideoNuze Online Video Advertising Summit is fast approaching on Tuesday, June 12th in NYC. The Video Ad Summit program includes over 40 speakers from Bloomberg Media, Bonnier, Dentsu Aegis, Disney ABC Digital, Ellation, ESPN, Essence, FOX, Group Nine Media, Havas, Hulu, IAB, Initiative, Meredith, Microsoft, NBCUniversal, Newsy, Pluto TV, Publicis, Roku, Vevo and many others to network with and learn from.

Our keynote guest is CBS’s EVP, Digital Sales and Sales Strategy David Lawenda, who will be interviewed by Mike Shields, Advertising Editor at Business Insider on how CBS is creating new brand value and revenue streams through its numerous digital initiatives. For more info about other sessions, see the In Focus series of posts here, here, here and here.

Reminder that as a bonus, all paid registrants are included in the drawing to win a 55-inch 4K Roku TV.

Many thanks to our 11 sponsors, including Premier partners Extreme Reach and Verizon Digital Media Services; Headline partners 4C, AppNexus, Beachfront Media, Operative and Taboola; and Branding partners Brightcove, Cedato, Gamut Media and Roku. 

Learn more and register now!
 

One of the most popular sessions at our annual VideoNuze Online Video Advertising Summits is our fireside chat with senior agency executives debriefing the NewFronts and Upfronts and what’s ahead for the year.

At our 8th annual Video Ad Summit on June 12th, this 2:45pm fireside will include Maureen Bosetti (Chief Partnerships Officer, Initiative) and Mike Law (EVP, Managing Director of Video Investment, Dentsu Aegis Network U.S.) with Matt Prohaska (CEO and Principal, Prohaska Consulting) as interviewer. In this “In Focus” session preview, I share what I hope you’ll learn and why I think the session is important.

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I’m pleased to present the 421st edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

On this week’s podcast we cover 3 different topics. First up is Comcast’s announcement this week this it plans an all-cash offer for the Fox assets Disney has agreed to buy. We don’t have time to fully analyze the move, but both of us see it as a bold doubling-down by Comcast on the traditional multichannel TV model. We speculate about whether Comcast should diversify with a skinny bundle offering, as I described yesterday in taking control of Hulu.

Next up we discuss new research from ACSI focused on the lagging role of movies in SVOD and Netflix specifically (which is being addressed with 86 releases in 2018). Lastly, we turn to data from Advertiser Perceptions showing ad buyers are only willing to pay a small premium to be in lighter ad load environments. I’ve previously speculated about whether the math would work for TV networks by reducing their ad loads.

Listen in to learn more!

 
Click here to listen to the podcast (24 minutes, 1 second)

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The VideoNuze podcast is also available in iTunes...subscribe today!

Continuing our “In Focus,” series, in which I preview one of the sessions at our 8th annual VideoNuze Online Video Advertising Summit, coming up on Tuesday, June 12th, including what I hope you’ll learn and why I think the topic is important.

In focus today is our 11:05am session, “Platforms vs. Owned & Operated: Monetizing the Video Everywhere Strategy” which includes Trevor Fellows (EVP, Digital Sales and Partnerships, NBCUniversal), Rob Gregory (President of Sales and Marketing, WHOSAY, part of Viacom) and Blake Sabatinelli (CEO, Newsy, part of E.W. Scripps) with Lorne Brown (CEO, Operative) moderating.

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Today I’m continuing our “In Focus,” series, in which I preview one of the sessions at our 8th annual VideoNuze Online Video Advertising Summit, coming up on Tuesday, June 12th, including what I hope you’ll learn and why I think the topic is important.

In focus today is our 1:35pm session, “Is Data Living Up to Its Potential?” which includes George Musi (EVP, Data, Analytics, Insights, Blue 449/Publicis Media), Lance Neuhauser (CEO, 4C), Bre Rosetti (SVP, Director of Strategy and Innovation, Havas Media) and Vikram Somaya (SVP, Global Data Officer and Ad Platforms, ESPN), with Dan Punt (Managing Director, FTI Consulting) moderating.

Data has become the most important ingredient in the advertising ecosystem, driving how tens of billions of dollars of annual spending are distributed by advertisers eager to micro-target their desired audiences and achieve the highest return on ad spend. It is no secret that Google and Facebook in particular, have used their massive troves of user data (sometimes to their detriment), to help advertisers’ quest for targeting and efficiency in the digital world.

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Video ad tech provider Extreme Reach has released its Q1 ’18 Video Advertising Benchmark Report, which shows improvements in video ad viewable completion and fraud rates. The video ad completion rate increased 10% YOY in Q1 to above 75% for the first time. Premium media sites saw an 88% viewable completion rate, with media aggregators achieving a 69% rate. Extreme Reach attributed the improvement in the premium media rate to unskippable connected TV ads.

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Our 8th annual VideoNuze Online Video Advertising Summit is coming up on Tuesday, June 12th. In the next few weeks leading up to it, I’m going to do something new - a series of posts called “In Focus,” each of which will provide a preview of one Ad Summit Session, including what I hope you’ll learn and why I think the topic is important.

There is a ton going on in the video industry these days, and as an analyst, I’m constantly trying to identify and write about the most critical trends and news. I use the same approach in programming the Ad Summit. Hopefully the result is an outstanding day of learning for Ad Summit attendees.

This first “In Focus” post looks at our 2:10pm session, Connected TVs’ Ad-Supported Future, which includes Rich Calacci (Chief Revenue Officer, Pluto TV), Jim Keller (VP, Sales, Hulu), Frank Sinton (Founder, Beachfront Media) and Seth Walters (VP, Demand Partnerships, Roku), with Colin Dixon (Principal Analyst, nScreenMedia) moderating.

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Today is the LAST day to save $100 on registration for the 8th annual VideoNuze Online Video Advertising Summit on Tuesday, June 12th in NYC. Reminder that as a bonus, all early bird registrants double their chances of winning a 55-inch 4K Roku TV.*

The Video Ad Summit program includes over 40 speakers from Bloomberg Media, Bonnier, Dentsu Aegis, Disney ABC Digital, Ellation, ESPN, Essence, FOX, Group Nine Media, Havas, Hulu, IAB, Initiative, Meredith, Microsoft, NBCUniversal, Newsy, Pluto TV, Publicis, Roku, Vevo and many others.

Our keynote guest is CBS’s EVP, Digital Sales and Sales Strategy David Lawenda, who will be interviewed by Mike Shields, Advertising Editor at Business Insider on how CBS is creating new brand value and revenue streams through its numerous digital initiatives.

As always, the Video Ad Summit will be a premier day of learning and networking for industry professionals.

Many thanks to our 10 sponsors, including Premier partners Extreme Reach and Verizon Digital Media Services; Headline partners 4C, AppNexus, Beachfront Media, Operative and Taboola; and Branding partners Brightcove, Cedato and Roku. 

Don’t miss out - learn more and register now!

(*Early bird registrants get 2 entries for the Roku TV drawing.)

Connected TVs like Roku, Chromecast, Fire TV and others were originally used mainly for watching ad-free SVOD services on the big screen. But as the sheer number of ad-supported premium video apps available on CTVs has exploded, consumption has broadened considerably. All of that viewing is creating a growing volume of highly-desirable CTV ad inventory. Monetization of this inventory is starting to show up in public company financials and is likely to continue for the foreseeable future.

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Early bird discounted registration ends this Friday for the 8th annual VideoNuze Online Video Advertising Summit on Tuesday, June 12th in NYC. All early bird registrants save $100 and double their chance of winning a 55-inch 4K Roku TV.*

The Video Ad Summit program includes over 30 speakers from Bloomberg Media, Bonnier, Dentsu Aegis, Disney ABC Digital, Ellation, ESPN, Essence, FOX, Group Nine Media, Havas, Hulu, IAB, Initiative, NBCUniversal, Newsy, Pluto TV, Publicis, Roku, Vevo and many others.

Our keynote guest is CBS’s EVP, Digital Sales and Sales Strategy David Lawenda, who will be interviewed by Mike Shields, Advertising Editor at Business Insider on how CBS is creating new brand value and revenue streams through its numerous digital initiatives.

As always, the Video Ad Summit will be a premier day of learning and networking for industry professionals.

Don’t miss out - learn more and register now!

(*Early bird registrants get 2 entries for the Roku TV drawing.)

A reminder that you can double your chances of winning a 55-inch 4K Roku TV by registering early for the 8th annual VideoNuze Online Video Advertising Summit on June 12th in NYC*. And you can save $100 on each ticket as well!

The Video Ad Summit program is up on the conference site now, and includes over 30 speakers from Bloomberg Media, Bonnier, Dentsu Aegis, Disney ABC Digital, Ellation, ESPN, Essence, FOX, Group Nine Media, Havas, Hulu, IAB, Initiative, NBCUniversal, Newsy, Pluto TV, Publicis, Roku, Vevo and many others.

Our keynote guest is CBS’s EVP, Digital Sales and Sales Strategy David Lawenda, who will be interviewed by Mike Shields, Advertising Editor at Business Insider on how CBS is creating new brand value and revenue streams through its numerous digital initiatives.

As always, the Video Ad Summit will be a premier day of learning and networking for industry professionals.

Don’t miss out, learn more and register now!

(*Early bird registrants get 2 entries for the Roku TV drawing.)

Viacom’s EVP, Data Strategy Bryson Gordon said the TV industry must overcome an “activation gap” relative to big digital players, which prevents advertisers from easily planning and executing campaigns targeted to specific audiences. Gordon said this is the key challenge the TV industry’s OpenAP initiative is seeking to overcome. Gordon made the comments in an interview at the IAB Video Symposium in NYC yesterday, which I attended (and where I also moderated a session on skinny bundles and the future of TV).

Gordon illustrated the issue with a hypothetical example of a product marketing executive at an auto company preparing to launch a new crossover vehicle. In the example, the executive would have dedicated tons of time to researching and identifying highly specific segments of prospective buyers who would value the features of the new vehicle. But Gordon noted that when the time came for the executive to approach TV networks with the campaign’s targeting goals, the best the networks could offer up was a generic “We can give you 25-54 year-olds.”

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