Posts for 'Advertising'

I’m pleased to present the 404th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

This week we’re joined by Henry Embleton, who is the Head of Ad Products and Revenue at Ellation, which owns the Crunchyroll (focused on anime) and VRV (focused on aggregation and pronounced “verve”) streaming services. Ellation itself is wholly owned by Otter Media, the JV of AT&T and The Chernin Group, as of earlier this week. Together the services have over 2 million registered users.

Henry walks us through how he is optimizing the video ad experience on the services by extensively testing different models. As with all ad-supported services, Henry is looking to balance ad loads with viewing time and satisfaction. He relies on 2 key metrics, Minutes per User and Revenue per Hour to guide the testing.

Henry explains what he’s learned from his testing so far and what he’s still exploring. He also talks about which devices are working best and how all of his work supports the SVOD part of the business. Henry offers a ton of fascinating insights about how online video ad models are working and how to optimize them.

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On two separate sessions at AdExchanger’s Industry Preview conference last week, NBCUniversal’s Chairman, Advertising and Client Partnerships, Linda Yaccarino and CBS’s President and Chief Advertising Revenue Officer Jo Ann Ross made forceful cases that TV is still highly relevant for advertisers and its impact is essential in the overall marketing mix.

It’s no secret that TV networks are fighting a pervasive media narrative that traditional TV viewing is becoming anachronistic for younger audiences in particular, ad-free SVOD viewing is dominating and big digital platforms like Google and Facebook offer improved ROI to advertisers through targeting.

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I’m pleased to present the 403rd edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

First up this week Colin shares thoughts on a keynote session from CES he watched featuring Turner’s Chairman and CEO John Martin and Hulu’s CEO Randy Freer. Colin zeros in on the discussion around addressable/targeted ads and how vital they are to profitability and keeping TV competitive with SVOD. Turner has been among the most aggressive TV networks investing in data and segmentation and is clearly urging the industry forward.

We then transition to discussing Facebook’s News Feed algorithm change, which I wrote about earlier this week. Colin and I are struggling with how to synch up the de-prioritization video is now going to receive with CEO Mark Zuckerberg’s repeated assertion that he wants the company to be “video first” in all that they do.

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Activating video ad campaigns continues to be a complex process full of friction that results in many errors and much frustration, according to new research released by video ad workflow platform Extreme Reach and conducted by Advertiser Perceptions. In a survey and follow up interviews with 150 video ad ops professionals at agencies, 3 key pain points emerged: insufficient lead time, lengthy searches for appropriate assets and overwhelming variety of specs/formats required by media plan participants.

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Video ad tech provider SpotX has announced server-side ad insertion interoperability with Amazon Web Services’ Elemental MediaTailor service. This means that content providers which are joint customers of SpotX and AWS Elemental MediaTailor are able to use SpotX’s ad decisioning capabilities to dynamically serve targeted ads, using server-side ad insertion.

With server-side ad insertion (“SSAI”), which is also known as ad stitching, relevant ads are integrated with the content at the server level, providing a better viewer experience as compared with when ads are inserted by the player on the user's device. The latter model often results in buffering as the player transitions between content and ads and vice versa. Buffering is major challenge for content providers because it is the leading cause of abandonment, which in turn diminishes monetization.

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New research from video ad tech provider VideoAmp reveals that advertisers and agencies are bullish on planning and buying ads across linear TV, VOD and online video, but that challenges remain. Fully 85% of buyers believe that TV and online video ads are either somewhat or extremely complementary, something I’ve long-believed.  

66% of buyers said they are already leveraging digital data in their linear TV buys, while 57% said that they are targeting TV viewers across digital screens and devices. Meanwhile 74% cited accuracy in planning and execution across TV and video as benefiting from holistic buying.

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In 2017 Amazon continued launching into new businesses as it leveraged its massive scale and resources to disrupt the status quo. As we look ahead to 2018, online video adverting appears to be yet another juicy opportunity for Amazon to pursue, as all the pieces seem to be falling into place.

As background, Amazon is already investing heavily in ad tech and ad sales staff. Of course, ads and recommendations have long been a part of the Amazon shopping experience, with text and banner ads popping up following searches and on product pages. But video ads give the company a whole new opportunity.

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I'm pleased to present the 400th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

In this week’s podcast Colin and I discuss our top 10 online video stories of 2017. It’s been another incredibly busy year with tons of industry innovation and progress. As always, it has been a lot of fun to analyze all of this and report on it. Let us know what you think of our choices, whether you agree or disagree!

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Unless there’s some big news, this will be my last post for 2017.

Happy Holidays to all!

Coincidentally, while I was in Israel a couple of weeks ago for the Video Trends conference, the country’s Antitrust Authority opened an investigation into Google and its dominance of the Internet advertising market as a restraint of trade.

The investigation was prompted by a complaint from Artimedia, a global company that entered the Israeli online video advertising market 3 years ago. Artimedia is backed by Singaporean investors, mainly by Mr. Ching Chiat Kwong, chairman and CEO of Oxley Holdings, which is publicly traded in Singapore Exchange market (SGX:5UX). I interviewed Artimedia’s CEO Gal Turjeman to learn more about the investigation. Following is an edited transcript.

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Below are the final two session videos from our recent SHIFT // Programmatic Video & TV Ad Summit.

First up is “Bringing the Precision of the Digital Age to Television” which was kicked off with a short presentation by Scott Ferber (Chairman and CEO, Videology) showcasing research on key challenges to accelerating programmatic TV. Following his presentation, Scott joined a panel I moderated, with Larry Allen (VP of Ad Innovation and Programmatic Solutions, Turner Ad Sales) and Andrew Feigenson (CEO, Simmons Research) also participating.

The second session is “Trending Now: What’s Ahead for Programmatic Video and TV?” which included Paul Alfieri (Chief Marketing Officer, Cross MediaWorks), Rob Byrnes (VP, Digital Planning, National Geographic), Rob Cukierman (VP, Sales Strategy & Partnerships, Vevo), Stephen Strong (Head of Revenue, Newsy), Tore Tellefsen (VP of TV Solutions, DataXu), with Chris Karl (CEO, VertaMedia) moderating.

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At our SHIFT // Programmatic Video & TV Ad Summit a couple weeks ago we had two sessions that were connected: one that focused on executing the roadmap for success in audience buying and one that focused on maximizing data’s ROI.

Panelists for the audience buying panel included Gabe Bevilacqua (SVP of Product Management, Advanced Advertising, Viacom), Jason DeMarco (VP, Audience and Data Solutions, A+E Networks), Anupam Gupta (Chief Product Officer, 4C Insights) and Adam Hecht (VP, Monetization, SintecMedia), with Mary Ann Halford (Senior Advisor, FTI Consulting), moderating.

Panelists for the maximizing data’s ROI panel included Scott Ashby (Sr. Director, Advanced Ad Products, Fox Networks Group), Judith Hammerman (SVP, Data Solutions & Programmatic Solutions, Time Inc.), Mark Risis (Head of Global Data Partnerships, IBM Watson Advertising), Damian Garbaccio (Global Chief Revenue Officer, Nielsen Marketing Cloud), with Brian Leder (Partner and Chief Strategy Officer, Promatica), moderating.

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Our afternoon keynote interview at the recent SHIFT // Programmatic Video & TV Ad Summit was with Mike Rosen, EVP, Portfolio Sales and Strategy, NBCUniversal. Mike was interviewed by Matt Prohaska, CEO and Principal, Prohaska Consulting and shared a fantastic insider’s look at how the TV industry is evolving.

Mike discussed a range of topics including how NBCUniversal has organized itself around audiences instead of verticals with content a key focus, how he defines the term “programmatic,” why data comes up in every single meeting and how it feeds NBCU’s optimization platform, what the “new” currency is and the challenge of giving up legacy approaches, which industries are adopting custom segmentation approaches first, how to overcome attribution challenges and much more.

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At our recent SHIFT // Programmatic Video & TV Ad Summit, we had a great session focused on how devices and distribution are contributing to advertising paying off in new ways. Topics included how to improve audience targeting, creating value in a multi-touch world, how to unify analytics across all distribution points, why more premium content is flowing through connected TV devices, the role of ad ops and yield management, plus lots more.

Panelists included Youssef Ben-Youssef (Head of Ad Platform, Roku), Stephen Bach (SVP, Partnerships and Business Development, Vemba), Keith Grossman, Global Chief Revenue Officer, Bloomberg Media Group), Anthony Laurenzo (SVP, Non-Linear Video Strategy & Investment, Amplifi), with Tim Hanlon (Founder and CEO, The Vertere Group) moderating.

(Apologies, there was a problem with the primary audio source, so there's a little background noise)

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I’m pleased to present the 399th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

This week we’re joined by Ross McCray, co-founder and CEO of VideoAmp, a leading video ad tech platform. VideoAmp positions itself as the “TV operating system for advertising,” working primarily with the buy side to unify linear TV and online video advertising.

Ross shares his thoughts on a range of key industry issues including how the TV networks are increasing their competitiveness relative to Google and Facebook, how friction in the buy side is being reduced as agencies revamp their organizational structures, the role of 6-second ads in driving new value, how data from tens of millions of TV viewers is now helping create targeted segments, big trends for 2018 and much more.

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Connected TVs and set-top box delivered VOD together accounted for 49% of premium video ad views in Q3 ’17, according to FreeWheel’s newest Video Monetization Report. The combined share is roughly stable over past year. However, STB VOD grew 54% year-over-year (with its share now up to 20%), while connected TV gained 47% YOY (with its share now 29%).

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SpotX has revealed that ad spending on its platform for OTT inventory increased by 18x for the 12 months ending October 2017. SpotX defines OTT inventory as including broadcast-quality inventory from TV networks, pay-TV operators and other live, linear and VOD streaming services delivered via connected TVs, desktop and mobile. SpotX said the portion of ad budgets spent on OTT inventory increased from 8% in Oct. ’16 to 26% in Oct. ’17, with 30% expected by end of the year.

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Our morning keynote interview at the SHIFT // Programmatic Video & TV Ad Summit was with Jon Stimmel, Chief Investment Officer, Universal McCann. Jon was interviewed by Matt Spiegel, Managing Director, Marketing and Technology Solutions, MediaLink about a range of topics including unified measurement, data fragmentation, changes to UM’s planning and investment process, integrated buying, CMOs’ outcome targets and much more.

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At our recent SHIFT // Programmatic Video & TV Ad Summit, one of our sessions focused on innovation in programmatic video and TV, with many topics discussed including header bidding, AI, brand safety, mobile, role of data, syndication and much more.

Panelists included Paul Bannister (EVP, CaféMedia), Dvir Doron (CMO/BDO, Cedato), Joe Lospalluto (Head of Sales, Americas, Smart), Chip Schenck (VP of Audience and Programmatic Solutions, Meredith), Frank Sinton (President and Founder, Beachfront Media) with Brian Ring (Principal Analyst, Ring Digital LLC) who moderated.

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I’m pleased to present the 398th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. Many thanks to Brightcove, our podcast sponsor, which, with SpotX and the IAB Tech Lab, shared a great presentation at last week’s SHIFT event about how server side ad insertion complements programmatic (session video is here).

First up on this week’s podcast, Colin shares his thoughts about why programming costs are likely to continue rising for pay-TV operators, counter to Charter’s CEO Tom Rutledge belief that they’ll moderate. Colin details his reasoning, which could portend higher subscriber bills and therefore more cord-cutting.

Next, we discuss Netflix’s surprised reaction to the popularity of downloading among its subscribers. I had a laugh out loud moment reading about it earlier this week, since Netflix was steadfastly against downloading until a year ago, when, having been leap-frogged by Amazon, it finally began offering the feature. Netflix’s bias against downloading has been really bizarre and showed a real disconnect in understanding its subscribers.  

Speaking of reversals, Facebook has had a change of heart about running pre-rolls and now plans to introduce them in Watch. Colin and I discuss why Facebook made the change and what it means for the industry.

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Click here to listen to the podcast (21 minutes, 57 seconds)

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