• Pay-TV Revenue On Downswing; OTT Rising Up
    The tide is turning. Once considered merely an "early adopter" offering, over-the-top services are poised to come into their own and earn some big bucks. Pay TV revenues peaked two years ago and are now on the drop, at the same time that over-the-top revenues have begun to significantly grow, according to a study from Digital TV Research.
  • Ad Council Campaign Embraces Diversity Through Love
    The Super Bowl is a huge event for advertising, and online video in particular. Campaigns associated with the 2015 Super Bowl have generated more than 460 million views. But brands don't need a major event like the Super Bowl to create major viewership. On March 3, the Ad Council released "Love Has No Labels," which aims to overcome bias and embrace diversity through love. It has surpassed all 2015 Super Bowl campaigns to be the most-watched campaign of the year, to date.
  • New Pricing Model Could Drive User Attention For Multiscreen Online Video
    Brands and publishers are increasingly turning to online video advertising across multiple screens to earn the attention of users and monetize content. While the industry has looked hard at measurement and effectiveness, it has not asked itself whether the current pricing models incentivize participants appropriately. For example, cost per thousand (CPM) pricing ignores the value of engagement, while cost per engagement (CPE) ignores the value of the teaser. Both have their strengths, but still stifle creativity and targeting advances. I believe developing a new hybrid pricing model that combines the incentives of CPM and CPE pricing may be a good ...
  • Sundays Drive Video Commerce, Videos Drive Sales
    Sunday is the best day of the week for consumers to watch videos about your product. So says the latest benchmark study from e-commerce technology company Invodo, analyzing the performance of online video in driving sales. Shoppers were most likely to view or engage with a product video on a Sunday than any other day the week.
  • Intel Harnesses Viewer Interaction In Video Series
    On Wednesday, Intel released the trailer for the fourth installment of its Inside Film series. In this year's video, "What Lives Inside," Intel partners with Dell for the first time and dives into a new genre, fantasy.
  • Is 'Programmatic' The Right Word For Automated T/V Advertising?
    Language certainly matters. In recent industry conversations, I perceive a hesitancy to use the word "programmatic" in the emerging T/V supply-side space. Instead, I am hearing more and more companies use the phrase "automated ad sales" rather than "programmatic." Is this euphemism necessary?
  • The Rise Of The Solo TV: New Report On Mobile Video
    TV is becoming more personal. A new report from research firm TDG says that mobile video viewing is poised for big growth over the next ten years -- and as it takes off, more consumers will watch TV solo, rather than as part of a group or family centered about the set. While consumer behavior has, of course, been morphing over the last few years with the advent of new devices and time-shifted viewing, the rise of the mobile device as a handheld TV could signal the greatest shift in social viewing patterns.
  • 'Me'-Centric Video Strategies For The 'Me' Generation
    While the debate rages on about what exactly drives Millennials' infamous "me, me, me!" reputation, it's still necessary for brands to acknowledge this attribute. Regardless of the why, we know that Millennials as a whole are more acutely aware of (and vocal about) their inherent value as consumers than previous generations. Here are three basic rules for creating video strategies with a "me"-centric audience in mind:
  • Online Video Gobbles $ From TV
    Online video continues to win ad dollars with its promises of efficiency and targeting, and it is also nabbing money from a softening TV market. The newest media spend report from agency giant Magna Global said that digital media claimed 30% of the ad market in the U.S. in 2014, or $49 billion. That's up 15% over the year before. Digital video ad spend increased 39%, playing a big role in fueling overall growth in digital media. In fact, the agency predicts that digital media spend will reach parity with TV spend by 2016.
  • I'm Always Going To Need My TV Ad Buy -- Right?
    In the throes of planning upcoming campaigns, any major marketer may well utter the following phrase about his or her media mix: "I'm always going to need my TV. It gives me invaluable reach." Sure, TV still gives you reach. But this argument will become less persuasive as we enter the final frontier of the digital media disruption, where precision targeting becomes paramount, and must-see prime-time TV programming become a thing of the past.
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