In his upcoming book "The New Digital Age," Google Chairman Eric Schmidt predicts that the "massive swell of low-grade reporting and information" in journalism will cause elite publishers to rely on "more established news organizations" where they can trust the validity and value of the content. According to Schmidt, this influx will also cause major media outlets to "report less and validate more." I believe this trend will also affect the digital video industry.
In the pantheon of popular buzzwords of 2013, "branded content" might very well have already staked its claim at the top. Sure, there's "second-screen" giving it a run for its money, as well as "mobile-social" and "cross-platform measurement." But brands, publishers and technologists seem most intrigued with branded content, and, in turn, branded video. However, branded content both bedevils and excites advertisers, and with good reason.
DSPs have increased their commitment to video, but so far there has been very little insight into an impression beyond an audience profile and a general content category. This lack of insight presents a challenge to both buyers and publishers, lending momentum to the rise of private, transparent content-focused exchanges, where publishers can control access and create clear, standardized business rules.
As video consumption moves increasingly to mobile and tablet devices, so should the advertising created to monetize it. We've been saying that for years, so it's encouraging to see that philosophy backed up by the research and actions of others now coming to that same realization.
f Hollywood sometimes believes that it's the center of the world, then Silicon Valley is a firm believer that it's the center of the universe. That's why the storyline that is happening in the storytelling business is fascinating to watch, because Silicon Valley (broadly speaking, the technology world) believes that to grow revenues and keep shareholders happy, it needs to be in the content business.
Of late, executives and pundits in the digital video industry have been discussing the rise of mobile video at numerous industry conferences and in many publications. Of course, consumers are already watching video on mobile devices. Walk on any plane or train, and you'll see numerous people watching movies, TV shows, or user-generated video content on their tablets and phones. We think that mobile video consumer use is poised to skyrocket even further (we're talking true hockey stick growth here). What will drive that growth?
Consumers are multitasking and using their phones or tablets while watching TV, and at first blush this sort of companion activity may seem like a boon to TV. But multitasking carries a number of pitfalls. According to second-screen app Zeebox, about 40% of consumers in the United States use their smartphones while watching TV, but they're often emailing or posting on Facbeook or Twitter rather than looking up information related to the show or the ads in it. That's not ideal for networks or advertisers.
There is a difference between intrusive/interruptive and invited T/V (Television/Video) advertising. And this difference will play a major role in determining the next-generation T/V business model.
As someone who's been round the block a few times, having seen and rated hundreds of wonderful Super Bowl spots, I was flabbergasted after having seen the Tide "Miracle Stain" commercial. Now that I've had a few weeks to reflect, it wasn't just that it was one of the better spots in the game. I ranked it #1 on my list and it missed the top slot in the USA Today Ad Meter by 0.01%. I also got some inside scoop from the creative team responsible for the ad -- fascinating and instructive for anyone involved in video advertising. As ...
Are teens spending less time on Facebook? Likely. Ultimately, the problem with being the latest shiny toy in techland is that eventually a shinier toy comes along. That, in a nutshell, is the dark cloud looming over Mark Zuckerberg's Facebook: if it's not Twitter, it's Instagram. Tomorrow, it could be Crapstr.