Posts for 'VEVO'

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.

Watch the session videos now!

Watch the session videos now!

Even as online video advertising booms, questions of trust continue to loom large in the industry. Whether it’s brand safety, misreported and unaudited metrics, viewability or fraud, the industry as a whole is grappling with how to instill a greater sense of trust among all parties.

At our recent Online Video Ad Summit we had a really thoughtful session, “Putting Trust First in Online Video Advertising” in which panelists explored all of the above issues, starting with the most fundamental question, “How do we define brand safety?” It was a really illuminating discussion of all the cross-currents in play and the difficulty of resolving them cohesively, given a multitude of priorities.

The session included Natalie Gabathuler-Scully (VP, Revenue Operations, Vevo), Jonathan Katz (VP of Demand Platforms, Trusted Media Brands), Steve Rubel (Chief Content Strategist, Edelman) and Ben Versh (Director, Media Team, Pfizer), with Eric John (Deputy Director, Video, IAB) moderating.

Watch the video (36 minutes, 41 seconds).

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VEVO has announced that it delivered 10.3 billion video views globally in January, 2015, up 86% from 5.4 billion views in January, 2014. VEVO's January, 2015 views also show how global the site has become, with over 80%, or 8 billion of its views, coming from outside the U.S.

Compared to January, 2014, U.S. views rose by over 800 million in January, 2015, to 2 billion. Mexico, the second-largest of 14 territories VEVO operates in, accounted for over 1 billion views in January, less than a year after its 2014 launch.

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Last week's Video Ad Summit program included two sessions on programmatic video advertising, one of the biggest trends in the business today. The morning session focused on the buy/agency side and included executives from Harmelin Media, TubeMogul and Xaxis. The afternoon session focused on the sell/publisher side and included executives from Google, LiveRail, VEVO, Videology and Weather. Both were moderated by Ashley Swartz, CEO and founder of Furious Minds. Videos of both sessions are below.

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VEVO released its U.S. Music Video Viewership Report for 2013 this morning, revealing that the site generated 55 billion video views last year, up 33% vs. 2012. In the second half of 2013, VEVO had 165 million videos viewed daily worldwide, up 40% vs. 2H 2012. In December, 2013 alone, VEVO had 243 million unique viewers and 5.5 billion video views, up 45% vs. the 3.8 billion in December, 2012 and up 140% vs. the 2.3 billion views in December, 2010.

Behind all of the growth is the dramatic surge in mobile usage. As the chart below shows, global mobile/tablet and connected TV views grew 176% to 17 billion streams in 2013 vs. 2012. In the U.S. alone, views on mobile/tablet and connected TVs grew 118% and in December, 2013 accounting for a whopping 60% of all views. That's among the highest rates of mobile usage I've heard about; by comparison, YouTube says it gets about 40% on mobile, while PBS Kids says it gets almost three-quarters.

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Yesterday's VideoSchmooze drew 230+ attendees for a full morning of deep dives into the hottest topics in the industry. One of the sessions focused on mobile video and featured executives from ESPN, PBSKids and VEVO, which are already achieving huge mobile viewership, plus technology provider Beachfront Media, which is powering many popular mobile video apps. While I was moderating, my partner Colin Dixon took notes and he shares his observations below.

Mobile Video Experts Share Insights at VideoSchmooze
by Colin Dixon

At the VideoSchmooze event in NYC Tuesday I sat in on a panel moderated by my podcast partner, Will Richmond, entitled Mobile Video Rising. And according to the panel participants, it is rising indeed. We were treated to a host of eye-popping data showing just how far video to tablets and smartphones has come.

Damon Phillips, VP of Watch ESPN and ESPN3, said that two thirds of smartphone viewing occurred outside of the home. This is very different from other data I heard in June of this year that said that 64% of smartphone viewing and 82% of tablet viewing occurred in the home. Mr. Phillips went on to say that he was very surprised at the length of time people watched. On a smartphone, 15 minute viewing periods are common, while tablet viewing can go the whole length of a game. With respect to the smartphone, this led Mr. Phillips to comment that ESPN targeted shorter subject matter at the devices. The long viewing times on tablets, however, suggest it is being used as a TV replacement.

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YouTube is now getting nearly 40% of its views from mobile devices, up from 6% in 2011. That nugget was shared by Google's CEO Larry Page in its Q3 2013 earnings call yesterday. YouTube is the latest content provider to share strong mobile viewership data; in the past several weeks BBC said its iPlayer mobile views are now up to 32% of total, VEVO said 50% of its views are mobile and PBS Kids said 75% of its are mobile.

These are clearly leaders in mobile and their viewership shows mobile's potential. More often these days, I'm hearing content providers say 20-30% is the range for their mobile views. Note, if you want to learn more about mobile video, both VEVO and PBS Kids (along with ESPN and Beachfront Media) will have executives speaking on the mobile video session at VideoSchmooze on Dec. 3rd (early bird discounted registration is now available).

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I'm pleased to present the 195th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. Colin patched in from Amsterdam, where he's attending the big IBC show. Colin sat in on an interesting session with Keith Hindle, CEO of FremantleMedia's Digital & Branded Entertainment Division. For those not familiar with Fremantle, it is one of the biggest producers of TV shows in the world, with credits like American Idol and The X Factor.

Colin shares some of Hindle's key observations about how the TV landscape is shifting, the powerful role of 2nd screen apps in attracting advertisers, the paradigm of "paid/owned/earned" media and how to balance TV distribution vs. online (Fremantle is the 12th-ranked YouTube content partner). Lots of great insights.

We then shift our focus to the plethora of data this week quantifying the surge in mobile and tablet viewing. I have covered new reports from FreeWheel, Ooyala, VEVO and TubeMogul this week, all supporting this trend. VEVO in particular is capitalizing, with 50% of its views now on mobile, tablet and connected TVs (note, the success of VEVO TV has been a huge contributor on the latter).

Still, as we agree, it's important to remember that TVs and desktops are where the vast majority of video viewing currently occurs, per Nielsen and FreeWheel data respectively. This is changing each quarter, but it's an evolutionary, not revolutionary shift.

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(Note there is a 3 second drop-out in the audio mid-way. Apologies, we're not sure what happened. During it, I am referencing VEVO TV.)

There was an eye-opening data point in VEVO's viewership report for the first half of 2013, published this week: 50% of its U.S. video views now come from mobile, tablet and connected TV devices. In fact, in an interview on Bloomberg in late August (see below), VEVO CEO Rio Caraeff said non-desktop U.S. views are now over 500 million per month, more than half of its approximately 1 billion U.S. monthly views. He also characterized non-desktop as the fastest growing part of VEVO's business.

The 50% non-desktop number is the highest I've seen disclosed by any online video content provider. Over the past year, when I've informally asked content providers about mobile/connected TV views, I've typically heard 25%-30%. By comparison, YouTube (note, VEVO is the largest partner) says on its site that mobile is 25% of its global watch time.

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One of the big trends in the online video world these days is big independent video providers seeking to expand their distribution and monetization beyond YouTube while controlling more of their own destinies. The trend is gaining further momentum as the WSJ is reporting that VEVO intends to launch its music app on Apple TVs and Samsung Smart TVs, and AllThingsD is reporting that Maker Studios is acquiring Blip.

According to comScore's July online video rankings, VEVO was the top-ranked YouTube partner, with 47.6 million unique viewers and 581.9 million videos, while Maker Studios was ranked third, with 28.6 million unique viewers and 530.7 million videos.

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I'm pleased to present the 171st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. Leading us off today, Colin digs into Nielsen's new "zero-TV" homes data, part of its Q4 '12 Cross-Platform report. When Colin crunches the numbers, he concludes that the  U.S. pay-TV industry may have lost 1.1 million subscribers last year, who moved into the zero-TV category.  That would be above other estimates, which range from flat to down about 500K.

Of course one of the industry's key initiatives to add value has been TV Everywhere, and on that front, there were refreshingly candid admissions this week from both David Levy, head of Turner's sales, distribution and sports, who said he was "embarrassed" at TV Everywhere's progress, and Lauren Zalaznick, NBCU's chairman, entertainment and digital networks, who said it's too confusing. Both are right, and there are other reasons as elaborated in the recent Ultimate Guide to TV Everywhere (free download).

Contributing to the pressure on pay-TV providers is the ever-expanding range of quality content available online, and 2 more efforts surfaced this week, Conde Nast's new digital video network, and VEVO TV, a 24x7 music video network.

Separate, Colin has released his excellent new white paper, "Second-Screen Apps for TV" (free download here)

And a reminder to sign up for "Sizing Up Apple TV" a free video webinar on April 2nd featuring Brightcove's Jeremy Allaire and me.
    
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Click here to listen to the podcast (20 minutes, 42 seconds)

Click here for previous podcasts

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

Here's the pitch: string together 24 hours a day of curated music videos, hire hip experts to act as on-air hosts, broadcast it all to audiences wherever they can watch, and support it with ads and fees from pay-TV operators. Sound familiar? It should, because that was essentially MTV's business plan in 1981 and it worked brilliantly. And now, in a classic "what's old is new again" play, it's also the plan for VEVO TV, a new network that VEVO announced yesterday.

But wait, haven't viewers moved on from linear broadcasts to all on-demand behaviors? Yes and no. While on-demand's surging popularity is indisputable, the world isn't monolithic. There are times and situations where a good old curated broadcast stream is actually quite valuable to audiences. That's the bet that VEVO is making with VEVO TV and it seems pretty smart.

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