Posts for 'Analytics'

Late last week Conviva launched a new, free data portal which provides a range of video experience metrics. Data for the last 4 quarters are available and are sorted by 4 tabs: General, Content, Region and Device. Each tab provides 5-6 graphics with key metrics. The data is drawn from a large sample as Conviva is monitoring 4 billion streams per month across 180 countries, with 2 billion devices reporting per month.

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One of the highlights of the recent VideoSchmooze: Online Video Leadership Forum was the Best Practices in Video User Experiences session, which featured Mike Green (Brightcove), Anne Hunter (comScore), Paul Marcum (Bloomberg) and Steve Minichini (Assembly), with Jesse Redniss (BRaVe Ventures) expertly moderating.

The session included discussion of how viewers' video use cases vary by device (e.g. day-parting, information vs. entertainment content, etc.), the role of custom video in driving engagement, the effectiveness of auto-play video and ads (by Facebook and other content providers), how to combat bots/fraudulent traffic (estimated at 36% of all ads by comScore), appropriate buying criteria for video ads (GRP/reach, engagement, etc.) and lots more!

The full session video is included below.

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I'm pleased to present the 251st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

First up this week we dig into Nielsen's new plan to measure viewership on SVOD services. Both Colin and I believe this holds a lot of potential for TV networks and studios, though we're cautious until we learn more about the data that is produced (for more, Nielsen's SVP, Client Insights Dounia Turrill will be speaking at the Dec. 4th VideoSchmooze and this will be a topic of discussion).

We then transition to talking about specific OTT initiatives underway in Europe. Colin was in London this week attending a conference where he had a number of valuable conversations with broadcasters and pay-TV operators. He shares some specifics.

(Apologies - our recording quality is a little shaky this week due to connection issues)

Listen in to learn more!

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The WSJ reported last night that next month Nielsen will begin measuring viewership of programs on Netflix and Amazon. This would represent the first time that any sort of granular viewing data by program would be available, offering potentially huge benefits to the ecosystem. According to the WSJ, Nielsen will use its people meters to analyze the audio components of programs. A key caveat is that mobile viewing would not yet be measured.

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Discovery and analytics provider Rovi has announced its acquisition of Fanhattan, a startup offering cloud-based discovery solutions as well as the innovative Fan TV connected TV device. Fanhattan combines live TV, VOD and OTT in one search experience powered from the cloud, which is available to viewers either through the web, an iOS device or the Fan TV.  

Omar Javaid, SVP/GM of Rovi's Discovery group told me the primary motivation for the deal was Fanhattan's cloud-based unified discovery technology, its team and the products. Fanhattan augments Rovi's existing next-generation discovery products. Rovi's customers include many pay-TV operators (Charter, Dish, etc.), device manufacturers (Apple, Samsung, Sharp, etc.) and online entertainment services (Shazam, Facebook, MTV, etc.).

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Extreme Reach has announced a single workflow solution to execute and measure TV and online/mobile video ad campaigns. The solution unifies traditionally disparate buying and operational functions, as advertisers seek to reach consumers across multiple screens. Extreme Reach asserted the new solution could reduce workflow by up to 50%.

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EchoStar, which is DISH Network's main technology partner, has selected Conviva to guarantee video quality of DISH Network's 2 main TV Everywhere services, DISH Anywhere and DishWorld. The former provides live and on-demand access to DISH's programming while the latter is focused on international programming delivered online.

EchoStar will use Conviva's Intelligent Control Platform to optimize streaming video quality in real-time, on a per user basis. Conviva's platform monitors stream quality at an the individual user level, anticipating problems and preemptively optimizing by adjusting the bitrate, content delivery network and other parameters. An analytics suite gives content providers insight into the performance and viewership of their video.

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Late last week, YuMe announced that it was implementing Nielsen's mobile Online Campaign Ratings (OCR) to support cross-screen video ad campaigns for clients Toyota and GSK.  With Nielsen's mobile OCR, YuMe is able to measure audience segments by demographics, thereby improving its targeting capability across screens.

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Nielsen is touting momentum for its mobile Online Campaign Ratings (OCR), citing adoption by over 20 different agencies, content providers and video ad platforms including Adap.tv, AdColony, BrightRoll, Collective, Defy Media, Digitas LBi, Drawbridge, Evolve Media, Freewheel, GroupM, Innovid, LiveRail, Lotame, Rocket Fuel, Rhythm NewMedia, Torrential, Tremor Video, TubeMogul, Twitch, Vdopia, Verve, Videology and YuMe.

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Video analytics provider BrandAds has released a survey showing that 60% of advertisers believe they can’t adequately measure the impact of their online video ad campaigns using currently available data and tools.

More than 50% of those surveyed also said that existing online video measurement tools are too expensive and create too much operational overhead. Over 80% said they must wait more than 24 hours before getting campaign data results, making it almost impossible to make real-time changes.

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Startup BrandAds is announcing availability of its BrandAds Bridge product this morning, aiming to provide universal, real-time video advertising analytics. As Avi Brown, co-founder and CEO of BrandAds told me last week, the company is looking to solve the problem of ad buyers having to use multiple analytics solutions, with each one tied to a particular ad buying platform. Ultimately these need to be synched up in order for a buyer to understand a campaign's total results.

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Video ad tech provider Dynamix has rolled out advanced reporting and analytics in its STREAMx platform, enabling advertisers and publishers to track at a deeper level the performance of dynamically-created video ads.  Dynamix's core capability is creating and delivering unique in-stream video ads and engagement opportunities based on data such as location, device, user behavior, etc.

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Visible Measures is unveiling its "Certified Publisher Program" (CPP) this morning, to help establish standardized MRC-accredited online video campaign metrics for publishers to report to advertisers and agencies. The program, which is free to publishers and advertisers, is meant to enhance consistency and transparency. This in turn reduces the friction of agencies needing to expend resources normalizing self-reported and highly variable publisher results.

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Yesterday Nielsen made its Cross-Platform Campaign Ratings commercially available, following trials by GroupM, ESPN, Facebook, Hulu and Unilever. Cross-Platform provides, for the first time, "unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising." Cross-Platform brings together Nielsen's Online Campaign Ratings (OCR) with its longstanding national TV panel.

The Cross-Platform launch follows Nielsen's announcement two weeks ago that 15 leading video and digital ad platforms have integrated OCR, plus last week's news that the CW Network will use OCR to measure its online viewership and offer demographic guarantees for online advertisers for the 2012-2013 TV season. As I explained last week, Cross-Platform is so critical to online video advertising because it helps align the ecosystem with media buying expectations of the multi-billion dollar TV advertising industry.

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Talk to anyone involved in the business of online video advertising and they will quickly say that the number one challenge to increased spending is better audience measurement. If only advertisers and agencies had a TV-style Gross Rating Points (GRP) metric - not just impression and clickthrough levels - to gauge the effectiveness of their spend, then traditional TV ad dollars would flow more freely into online video campaigns. Inevitably, the online measurement discussion focuses on Nielsen, the undisputed king of TV ratings, whose measurement standard is the common currency for billions in brand advertising dollars.

And that's why Nielsen's announcement yesterday, that 15 leading video and digital ad platforms - which together deliver thousands of online video ad campaigns and billions of impressions - are integrating Nielsen's Online Campaign Ratings (OCR) for use by their clients in campaign planning and analysis is a big milestone. As Amit Seth, Nielsen's EVP of Global Media Products explained to me late yesterday, these new partners will help cement OCR as an "online GRP" helping them to establish accountability and ROI quantification, two pre-requisites for traditional TV advertisers.

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Independent online video production is flourishing, helped along by investments from major players like YouTube, Yahoo, AOL and others, and the enthusiasm of thousands of mom and pop creators looking to carve out a valuable niche audience. But unlike the pay-TV business, where content is supported by advertising and distributor fees, virtually all online video relies solely on advertising. Independents face the acute challenge of conveying the value of their content and audiences to media buyers who are increasingly overwhelmed by the choices in front of them.

To address this problem, this morning Outrigger Media is announcing the beta launch of OpenSlate, a marketplace for online video that uses a proprietary "SlateScore" to consistently measure the value of over 10,000 different video productions. SlateScore measures a video's reach, engagement, influence and consistency - attributes that buyers look for when assessing "premium content" - by ingesting and analyzing thousands of data points about the videos' viewer behavior.

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This week's eye-popping $2.15 billion acquisition of the Dodgers officially makes Los Angeles ground zero for the most egregiously anti-consumer aspect of today's pay-TV multichannel bundle: the massive annual subsidization by non-sports fans of hyper-expensive sports programming.

This is a topic I have written about previously in "Not a Sports Fan? Then You're Getting Sacked For At Least $2 Billion Per Year" and "Why Albert Pujols is Over-the-Top's New Best Friend." A confluence of factors, some particular to L.A.'s sports market, is bringing this little-understood issue into the spotlight, in turn raising the question of whether non-sports fans will revolt, seeking out less expensive over-the-top alternatives.

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Last Thursday night, a Bloomberg headline, "Online Film Viewing in U.S. to Top Discs in 2012, IHS Says," caught my eye. The article reported that media research firm IHS Screen Digest is forecasting that "legal online viewings of films will more than double to 3.4 billion this year from 1.4 billion in 2011." Meanwhile IHS is forecasting that DVD/Blu-ray viewing will decline from 2.6 billion viewings in 2011 to 2.4 billion in 2012.

Over the weekend, as I kept seeing other publications essentially reiterating the Bloomberg story, I started wondering how IHS arrived at its forecast, the details of which I haven't seen. Doing a little back of the envelope analysis, as I show below, it's awfully hard to see how streaming movies in the U.S. will more than double from last year, unless some very unexpected things happen with Netflix (IHS notes that 94% of streaming movie volume was subscription-based, and of course, Netflix massively dominates this segment). Rather, it seems likely DVD/Blu-ray will hold on for another year.

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