Posts for 'Advertising'

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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Hulu had a lot of updates at its NewFront/Upfront presentation this morning, but among the most interesting for me was that Hulu will offer downloading of its content, but with ads included. Since the vast majority of Hulu’s 20 million+ subscribers are on the ad-supported plan, this means Hulu is going to be breaking some new ground in downloading, relative to its ad-free SVOD peers Netflix and Amazon, both of which have been offering downloading for a while.

VideoNuze readers know I’ve been a huge fan of downloading for years since TiVo first offered it, seeing it as way for time-starved viewers to gain full access to the compelling content available on SVOD or DVR when they’re either not online (e.g. in airplanes), enduring spotty carrier connections (e.g. in trains and cars) or on expensive capped mobile data plans (as most wireless subscribers still are). Since many of us are in these modes very frequently, downloading is essential for allowing us to maximize the value of our monthly subscriptions, which in turn leads to higher satisfaction and reduced churn.

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In another sign of how important connected TVs are becoming for ad-supported content, supply-side platform SpotX announced this morning that it is offering advertisers enhanced audience measurement for ad campaigns on connected TV devices using Nielsen data.

Advertisers will be able to measure the unduplicated and incremental reach of their campaigns across SpotX campaigns on CTV alongside their traditional linear TV ads. Campaign measurement will include data on reach, frequency and GRPs of CTV ads. The Nielsen data will also be used for insights on CTV ads relative to desktop and mobile ads as well as linear TV.

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I’m excited to share that David Lawenda, EVP, Digital Sales and Sales Strategy at CBS, will be our keynote guest at the 8th annual VideoNuze Online Video Ad Summit on Tuesday, June 12th in NYC. David will be interviewed by Mike Shields, Advertising Editor at Business Insider about how CBS is extending its brand and tapping into new ad revenue streams through multiple digital initiatives. Prior to his role at CBS, David was Head of U.S. Global Marketing Solutions at Facebook and President of Ad Sales and Marketing at Univision.

In addition to David, over 25 other industry executives are already on board to speak, from Bloomberg Media, Bonnier, Dentsu Aegis, Ellation, ESPN, Essence, FOX, Group Nine Media, Havas, Hulu, IAB, Initiative, Newsy, Roku, Vevo and many others.

You can save $100 on early bird discounted tickets now and double your chances* of winning a 55-inch Roku TV, generously provided by Roku.

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

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

Some good news this morning for advertisers and content providers trying to navigate the shift from linear TV to on-demand viewing on connected TV devices. Roku has released data from research it did with MAGNA, IPG Media Lab and 4 advertisers (Applebee’s, H&M, McCormick and Truvia), finding that video ads run on Roku were 67% more effective per exposure in driving purchase intent than those on traditional broadcast and cable TV.

The study also found that to drive comparable brand lift, only 7 exposures were needed on Roku, vs. 10 on linear TV. Also interesting is that advertising on Roku appears to have a halo effect, with consumers considering brands that ran video ads on Roku to be twice as innovative as those just on linear TV.

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Marketing technology provider 4C has launched Scope, a platform for unifying cross-channel advertising across digital and TV. Scope allows marketers to gain audience insights, execute campaigns across screens and gauge performance, all via a self-service workflow. Scope spans premium content in Apple News, Facebook, Instagram, LinkedIn, NBCUniversal, Mediaocean, Pinterest, Snapchat and Twitter.

Scope is aimed at helping marketers succeed with audience-based campaigns managed through 4 modules. First is 4C’s “Brand Compass,” a new tool which lets marketers access persona-based insights which are based on 4C’s Affinity Graph that combines TV, social and digital data on how people are connected to media, technology and each other.

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Ad tech provider AppNexus grew Microsoft’s video ad revenue from instream video inventory in Q1 ’18 by 201% vs. Q1 ’17, according to an announcement by the companies. In addition, Microsoft’s eCPMs increased by 29% in Q1 ’18 vs. Q1 ’17. Microsoft said it had expanded its partnership with AppNexus from 1 ad format in 1 market to 3 ad formats in 65 markets, including Europe and emerging markets.

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You can save $100 now on registration for the 8th annual VideoNuze Online Video Advertising Summit on Tuesday, June 12th at the Westin Times Square in NYC. On top of saving $100, you also double your chances* of winning a 55-inch Roku TV, generously provided by Roku.

The Video Ad Summit is the premier event of the year for anyone in the industry seeking insights and data about online video advertising and how it’s converging with traditional TV advertising, mobile and connected TV advertising and the broader digital landscape. The program includes a compelling mix of keynotes, panel discussions and research presentations covering the hottest topics in the industry. Detailed program info will be posted soon.

Last year's Video Ad Summit drew over 400 attendees and 50+ executive speakers. The 2018 Video Ad Summit will once again be a must-attend event.

I'm grateful to the 10 industry-leading companies on board as initial 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.

If you'd like to learn more about speaking and sponsorship opportunities, please contact me.

Learn more and register now!

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

In the hubbub of NABShow last week, Comcast Technology Solutions made several announcements, including one for a new product called AdStor, which caught my attention. AdStor is a cloud-based platform that hosts ads in a centralized library. Josh Arensberg, VP/GM at CTS told me in a briefing that the main goal of AdStor is to streamline how ad buyers and sellers interact, to accelerate ad delivery across multiple platforms. The result is reduced operating expenses and new revenue opportunities.

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VideoNuze readers are invited to attend 4C’s closed-door VIP breakfast session in New York this Thursday, April 19th, “The Modern Microscope: Using Data to Predict Marketing Success.”

At the event, executives from global brands and agencies, along with press & analysts, will gather to hear from industry experts including:

- Terry Kawaja - Founder & CEO of LUMA Partners, who will discuss how technology is changing to empower marketers to reach their audiences

- Susan Bidel - Senior Analyst at Forrester Research, who will share research and insights about where marketers are on this journey

- Seth Stephens-Davidowitz - New York Times columnist and bestselling author of Everybody Lies, who will explain how data and audience insights is helping marketers get there

- Other speakers include Krishan Bhatia (EVP Business Operations & Strategy, NBCUniversal), Marni Walden (former EVP and President, Global Media, Verizon), Lance Neuhauser (CEO, 4C) and Anupam Gupta (Chief Product Officer, 4C).
 
The VIP breakfast will be at The Ace Hotel New York, 20 W 29th Street, on Thursday, April 19th, 8am – Noon.
 
Learn more about attending here.

One of the biggest challenges all ad-supported video providers face these days is how to optimally balance the viewer’s and the advertiser’s experiences. Given the range of non-ad-supported outlets (e.g. Netflix, Amazon, etc.), viewers are getting more accustomed to the pleasure of uninterrupted consumption. Meanwhile, advertisers are more challenged than ever to have their messages seen and their spending optimized.

There’s probably no better example of how to achieve the balance than YouTube’s TrueView ad format, which all of us have no doubt encountered and acted on, since its launch 6 years ago. With the choice to skip the ad after 5 seconds of countdown, viewers feel like they’re in control. And because advertisers don’t pay unless a minimum of 30 seconds of the ad has been watched, the TrueView format is highly cost-effective.

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