All posts by perukel

OTT video ad spend up 18-fold

Findings from video ad serving platform SpotX, reveal explosive growth in global OTT video advertising spend across its platform. The OTT video category includes broadcast-quality inventory from TV networks, Multichannel Video Programming Distributors (MVPDs) and other live, linear and VoD streaming services delivered via connected TV devices as well as desktop and mobile screens.

SpotX’s data revealed that the portion of overall ad budgets spent with OTT inventory owners increased from 8 per cent in October 2016 to over 26 per cent of total spend for October 2017. This equates to nearly 18x growth in advertiser dollars spent on OTT inventory owners year over year in October. As the holiday ad spend push continues, OTT is expected to account for around 30 per cent of video ad spend by the end of 2017, pointing to a macro-level growth trend that shows budgets adjusting in favour of OTT streams as consumers increasingly view content across devices.

“We’ve seen DSP partners increasing their focus on OTT in response to a shift in consumption habits,” said Kelly McMahon, VP of Global Demand Operations at SpotX. “By making addressable OTT inventory available to buyers through their platforms, they’re placing themselves ahead of the curve in terms of innovation and enabling advertisers to reach audiences across multiple screens at scale.”

Of the 65+ DSPs buying through SpotX’s platform, Adobe Advertising Cloud, dataxu, The Trade Desk, VideoAmp and ZypMedia are leading growth as the top platforms transacting on OTT inventory. Since January of this year, their collective daily spend on the category has grown by more than 675 per cent.

“The key to buying across video channels, including OTT audiences, is taking a holistic view of the data that can be made available; specifically: linking consumption behaviour, or what people watch, to digital activities, or what they do online, along with ad exposure data,” said Jay Prasad, Chief Strategy Officer, VideoAmp. “As a purpose-built platform for the converging linear and digital worlds, we are enabling these data assets to work in concert to deliver better scale and efficiency for advertisers.”

“Streaming live TV is now mainstream behaviour, opening the door for advertisers to capture today’s young, affluent, hard-to-reach consumers who aren’t subscribing to traditional cable TV,” said Adam Lowy, Head of Advertising Sales for Sling TV.

How To Use YouTube For ECommerce Sales

Video marketing works for every sector and especially eCommerce sector can go with the better results by concerning the video as their key in marketing strategy. YouTube platform is more than the social for networking platforms which provides the marketers with a possibility for the interaction and reach the customers.

YouTube video ranks at the top place in search engines. So, being an eCommerce YouTube marketer itself brings advantage to the eCommerce marketers online. eCommerce is a growing sector of the web.

There is a huge competition across the various marketing places like Amazon, Flipkart and many other e-commerce shopping sites. It becomes challenging to grab the consumers’ attention towards your new e-commerce site from this competition.

Ways To Use YouTube For ECommerce Sales
YouTube is the best destination to increase the visibility of your eCommerce store online. YouTube videos has good ranking on major search engines especially on Google search engine. Here are some best ways to get more sales leads using the YouTube for eCommerce.

Go with short video content:

YouTube platform provides the eCommerce marketers with various types of ads such as TrueView ads, Banner ads and much other type of ads which can helps your eCommerce business to drive sales.

The short video content has the better engagement with the audience as the audience doesn’t like to watch the long form of content.

Create YouTube channel for your brand:

Create branded YouTube channel with perfect logo and design of the channel along with the attractive and interesting Metadata which plays a great role in achieving good exposure and reach. So, always go with best keywords to get good exposure.

Make frequent uploads and cross promote your eCommerce site:

Upload the videos frequently and get impressive impression from the viewers. Cross promote your eCommerce video link on to the various social media platforms like Facebook and encourage the audience to get connected with your YouTube video.

The Shoppable videos:

Shoppable videos are the new trend today. YouTube was allowing the marketers in creating the Shoppable videos which has greater demand and good results on YouTube platform.

The Shoppable videos can increase the sales of your eCommerce as they can directly take the customer to your site landing page after the user clicks on to the product in the video itself.

How To Increase YouTube Visibility For Your ECommerce Store

YouTube curates quality videos for its users basing on the relevancy and the quality as the main considerations. So, it is important to maintain the relevancy and the quality of your videos to get identified among the millions of YouTube videos on the YouTube platform.

eCommerce YouTube marketing was in practice by some millions of eCommerce stores with a variety of videos and ads. So, here are some ways to increase your visibility for your eCommerce stores. Here are the Ways to increase visibility using the YouTube.

Create a Channel for your eCommerce stores:

Create a separate channel for your eCommerce store by creating best background, titles, description of the channel while creation. This will have an impact on the visibility on Youtube.

Use Google paid advertising services:

By using the Google AdWords, you can make your video searchable in the search engines which can helps you to increase the visibility levels. Include appropriate AdWords in the description and the video titles and tags which can helps you more.

Create and upload product related or services related videos with the name of your eCommerce stores:

Create product videos by explaining your products and the services to the viewers in a different interesting ways and capture their attention.

Include your eCommerce stores URL in videos:

The audience can click on to the URL to know more about your eCommerce store if they like your videos on Youtube. So, there are good chances to get visibility.

Increasing Of Sales With ECommerce YouTube Channel

Ecommerce companies were looking forward to raise their sales. an official channel of the business can help them towards their target in which they can approach with the trailers of their channel innovatively to attract the audience towards the trailer which can leads to brand awareness in the people.

The channel helps the eCommerce to market their products with different types of videos to increase the branding and sales.They can also add different YouTube channel art along with the graphical content for the explanation of their brands on YouTube.

The channel description also very helpful for the marketers, YouTube can give the options to share towards the cross platforms which is a good opportunity for the marketers to share their trailers and product related videos to the wide range of audience on the web.

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Nextdoor raised about $75 million to connect neighbors

Nextdoor, the Dutch/American neighborhood social network site raised about $75 million in a funding round, The Information reported, estimating that the valuation is $1.5 billion. The round was confirmed by TechCrunch.

This adds to the over $200 million that the San Francisco-based company has raised, dating back to 2010. Its last reported round was in early 2015 at a $1.1 valuation.

The report says that the funding comes from undisclosed new investors. Benchmark, Greylock Partners, Kleiner Perkins and Insight Venture Partners led the rounds previously.

Nextdoor has not responded for comment, but the new capital will likely help the business expand to more communities. In June, CEO Nirav Tolia told TechCrunch that the service was being used in 160,000 neighborhoods in the U.S., the U.K. and the Netherlands.

In August, he told TC told that he’d like the platform to be in 85 percent of U.S. neighborhoods by the end of this year. He also said that he’d like to continue its international expansion in Germany, India, Japan and Brazil.

The company recently began rolling out its real estate listings feature, bringing in new sponsorship revenue for the business. In-feed advertising accounts for the rest of the top line.

Nextdoor is used as a platform to communicate with neighborhoods about anything from new restaurants to local crime. In major cities, Nextdoor divides the platform into various sub-neighborhoods.

I personally use it to find out what’s going out in my local community within the South of Market neighborhood in San Francisco. My own neighbors have more recently been venting about our 20-block hood having been coined The East Cut last summer (an alleged improvement over its name of Greater Rincon Hill Community Benefit District, though we were satisfied to call it Rincon Hill).

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Study: Consumers resist paid live streaming

Despite predictions that live streaming television was going to be one of the hottest features in 2017, interest in this service has fallen flat. StreamOn, a new Cogent Reports study by Market Strategies International, has found that only 11 per cent of all streamers pay for live streaming television.

Nearly a dozen new name-brands entered the video streaming market in 2016, and virtually all of them offer and highlight live video streaming. With the exception of sports and news, Market Strategies International research shows that viewing live content is not in high demand as it is currently offered.

“TV providers are failing to recognise that the habits and needs of the viewer have dramatically changed, and the old rules of television no longer apply,” noted Greg Mishkin, vice president of research and consulting at Market Strategies. “TV providers must evaluate and revise the business model to fit the needs of the consumer, because if they don’t they are setting themselves up to fail.”

This customer experience research shows that nearly three-quarters (73 per cent) of the population use streaming services and nearly one-third (29 per cent) of those who stream have either cancelled or downgraded their traditional TV services. According to Market Strategies International, this signals a dramatic change in how television is sold. The most successful streaming companies are the ones that have gone outside the components of the traditional pay-TV format: broadcast channels, scheduled live programming, and programming guides, with Netflix currently the leader in the video streaming industry, setting the bar for other streaming providers.

“While Netflix has the highest use rate and share of wallet by a long shot and is the provider to beat—there is not a clear winner yet. None of the current providers has cracked the code on what consumers want,” continued Mishkin. “However, the research clearly shows that the strength of the leaders is due to their ability to break free from the old rules of TV.”

Snapchat is The Next Must-See TV Network

by Anupam Gupta

Snap was recently in the headlines with disappointing financials for its second quarter in a row, but the company is already one step ahead thinking of ways to overhaul the app to make it easier for consumers to engage with and use. Rethinking the way Snapchat works could open up a huge audience of new users – or, even better, a new purpose for the platform.

Today’s marketers (and investors) are looking at Snapchat as a social media platform versus taking into consideration Snap’s advancements in other areas of technology, such as augmented reality and original content. These characteristics resonate best with TV, so why aren’t we comparing it more to the big screen? Recent deals with top TV networks, such as Turner, NBCU and Discovery Communications, suggest there is a strength beyond what meets the social-media eye.

I’m not the only one seeing this angle. Industry experts from Forrester suggest that Snapchat could compete with the likes of Viacom’s networks, including VH1, Nickelodeon and Comedy Central, which generated $4.8 billion in ad revenue last year. And recently, the Television Academy signed a three-year contract to expand coverage by creating Snap Stories that capture personal and behind-the-scenes moments at the Emmys.

To put Snap in the proper context, think back to the era of “Must-See TV” where families sat down at the same time each night to tune in to the most-watched, most-popular TV show of the time. It was much easier then for brands and advertisers to operate. Brands could showcase their new product or service to people who were fully engaged in one program for a specific amount of time, and they could do so without multiscreen distractions. It was the era of putting great creative in front of a large audience, in an attempt to convince some of them to add the product or service to tomorrow’s shopping list.

We’ve gone a little off course since then, thanks to the evolution of multi-screening, streaming and recording and on-demand services. These advancements have been great for consumers, but have in turn made the jobs of many TV buyers a lot harder, nearly stripping them of the control they once had. Until now.

With Snapchat, everyday users, publishers or celebrities can post their own content in real time to millions of global viewers who are constantly scrolling through their feeds searching for their next unwatched story. It’s addicting. And it’s keeping users’ attention on the small screen at a time when 47% of millenials and Gen Xers are unreachable by traditional TV measurements.

So what does this mean for advertisers? Don’t treat Snap like a social network. The same creative that works on Facebook and Twitter will not work here. The ad format is different. The audience is different, and the context is different. Think about what engages people on the big screen. It’s about storytelling. Brands must bring their best sight, sound and motion, and pack it in under 10 seconds.

Furthermore, measurement of Snap Ads should be more akin to television. Think about reach and frequency against the target audience. Track engagement rates and benchmark against video ads on other channels.

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Blokchain-browser makes its way into Youtube

Brave, the blockchain-based browser initiative that raised $35 million in an ICO earlier this year, is making its first major move to build an ecosystem that rewards publishers in a new kind of way.

One of the selling points of Brave is that it uses its token (BAT, Basic Attention Token) to disrupt the current financial norms of online publishing. The company wants to reward users for browsing the web, while also helping to make advertising less intrusive and more relevant. In another important focus, it wants to use BAT to let readers reward content makers whose websites they visit.

That’s where its new push this week is focused on. Brave is giving its users a total of 300,000 BAT tokens — worth around $60,000 — over the next 30 days. Users typically earn tokens by using Brave, but this promotion will put additional credit in there, which can then be given directly to publishers or YouTube channel operators.

That’s a fairly major move given that Brave claims to have one million monthly users and, on the publisher side, over 1,100 websites and 600 YouTube channels as content partners. YouTube was added to the platform last month.

Users will get a maximum of $5 in BAT over the next 30 days — or until the token allocated is reached — which will be added to their Brave payment wallet. That wallet can be used to ‘tip’ websites that they visit based on time spent on the site.

The default, for example, allocates the total tip jar based on the percentage of time that a Brave user has spent on Brave-verified websites and YouTube channels. It can be overridden, however, to allow a user to tip whatever they like to whichever website they like.

In effect, Brave is boosting the wallets of its users with this offer giving them greater potential to tip their favorite content creators, who can convert the BAT into fiat currency.

“It is one of many steps toward dealing users back in for a fair deal, and dealing out the toxic middle players,” Brave CEO Brendan Eich, who was formerly in charge of Mozilla, told TechCrunch in a statement.

“We are moving from good-will contributions to user grants to private ads that share the bulk of the gross ad revenue with the user, without any targeting or tracking by remote parties (including Brave),” he added.

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Disney is about to go to war with Netflix

Disney may be closing in on a media-industry-rocking deal to acquire a collection of assets from 21st Century Fox. CNBC reports that a deal, which would include Fox’s movie studios, could be announced as soon as next week.

The deal comes as media companies look for ways to survive as consumers shift their attention to ad-free streaming services from Netflix and Amazon, cut the cord in increasing numbers and spend an inordinate amount of time glued to mobile screens and social media.

Disney’s already declared that it is going to war with Netflix by launching its own streaming service. Already Disney has some big assets to offer subscribers to this potential service, including movies made by its own studios and the rights to mega-hits like Star Wars. But it’s going to need as many big guns as it can get in that fight. If the future is less about cable bundles and classic TV advertising, and more about bringing content directly to paying subscribers, giants like Disney can’t stand pat. That’s where Fox comes in.

As one industry observer put it, “nobody knows what the business model of the future is. But if you have a lot of content, you’re either going to get people to pay for it, run ads in it, or license it to somebody. So this is a pretty good hedge for Disney.”

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Netflix will spend $8 billion next year on content

Ted Sarandos, chief content officer at Netflix, said his company’s hugely expanded slate of 80 original films for 2018 is about growing hours of engagement on Netflix’s platform.

Speaking today at a UBS investors’ conference, Sarandos said that one-third of all viewing on Netflix is movies.

“People do look to us for movie entertainment,” Sarandos said, pushing back against the idea that movies that don’t receive a theatrical release aren’t really films.

“For most movies, the theatrical release is a lousy experience,” said Sarandos, adding that those movies lose money at a very fast pace.

Sarandos also argued that it would be difficult for anyone to say that Netflix’s upcoming film “The Irishman,” directed by Martin Scorsese and starring Al Pacino and Robert De Niro, is not a film.

Netflix is also increasing its commitment to animated features. The company currently has two in the pipeline and is hoping to do four to five animated features per year. Those films are in addition to the 60 original kids series Netflix is producing.

Looking ahead at long-tail revenue possibilities for Netflix’s film content, Sarandos said it was possible that the company could pursue less-exclusive distribution deals for its movies.

“Right now we find a lot more value in exclusivity than we do in the revenue stream that would come from long-tail licensing,” Sarandos said.

Netflix announced in October that it will spend between $7 billion and $8 billion next year on content.

“We spend disproportionately in the U.S. to generate media and influencer awareness for our programming which we believe, in turn, is an effective way to facilitate word of mouth globally,” the company wrote in a letter to investors.

But Netflix is also growing its focus on international markets. Sarandos said that next year the company will produce 30 local language series in international markets.

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The Holy Grail of TV Advertising – Are You Missing Out?

Digital advertising is exploding across screens. The associated growth of digital attribution models used to measure performance has led to the idea that linear TV advertising is not as effective as it once was. However, TV IS still driving sales. I see it every day and I experience it myself in my own purchase decisions. Linear TV advertising is still the most effective way to reach consumers at scale, is proven to be a major sales driver and is the fuel for lower funnel conversion activity.

A recent study published by Neustar found that for a $1 million investment, TV’s lift is consistently seven times better than paid search and five times better than online display advertising. That’s pretty significant, and as such, it’s top of mind for advertisers to make sure they are leveraging TV advertising to increase their sales.

Direct attribution – especially for linear TV – has always been tough to achieve, but it’s not impossible. In fact, I posit that the “Holy Grail” of TV advertising is finally upon us, and advertisers can (and should) plan, manage and measure TV with the precision traditionally expected of digital screens.

Here I outline the top three things you should incorporate into your advertising strategies if you want to achieve the “Holy Grail” in TV advertising.

1. Greater TV Advertising Automation

Automation in TV is fairly new. Many in the business aren’t even aware it’s being done. It definitely can and is being achieved by leading players in our space, but very few have true clarity on what can be done and how best to apply it. As companies continue to innovate and advance, we’re going to start seeing automation in TV advertising being implemented more and more.

So, why is it important? Automation is especially important in that it brings additional data to TV. With the amount of data that is being applied to TV advertising, it would take ages to process it without using technology. Automation speeds up the entire TV advertising process, allows for the creation of custom strategic targeting – leading to more accurate targeting, provides in-depth reporting and also allows for increased transparency and control.

2. Linking Your Digital Investments to Your TV Investments

Once you’ve applied the data to your investments, you can link it across screens. As an advertiser looking to target specifically on TV, you know how important it is to invest in both TV and digital advertising, but do you realize the importance of linking both investments together?

Just last year, the Advertising Research Foundation (ARF) released an in-depth research study analyzing the state of advertising, based on over 5,000 campaigns, 12 years of data, $375B in advertising spend in 41 countries, across over 100 categories. The study revealed that spending across multiple platforms delivers greater ROI than any single platform. And in turn, the study found that “silo-investing” – too much frequency via a single platform—can lead to diminishing returns.

It’s important to link your digital investments to your TV investments; doing so will allow you to measure how your digital investment is performing, and then use that data to better inform your TV strategy – ultimately, having both investments working more closely together. As an advertiser, you should start tagging your campaigns on digital to see who is converting online, then utilize that data to focus your TV buying strategy. Linking both investments together yields the best results time and time again.

3. Closed-loop Attribution Across TV and Digital

Now this is arguably the biggest piece of the pie in achieving the “Holy Grail” in TV advertising. The ability to identify which TV ads drove conversions, is a concept many advertisers don’t even realize exists, but it’s here. For example, pixeling your website to understand conversions and activities can be directly tied back to TV’s exposure, showing us what’s most effective in driving consumer engagement.

To determine the true ROI of your advertising, it’s critical to measure your investments holistically across devices. In other words, closing the loop on attribution across your TV and digital investments to ensure that they are truly measuring how TV is contributing to overall performance; then, combine the results for true measurement, using a common metric. This is the only way to see what your advertising campaigns are really achieving, and in turn, improve your marketing strategy in future campaigns.

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Meet THEA, Atlanta’s OTT Service Highlighting Local Creators And Community

THEA isn’t your typical video network. It’s a place where you can journey through engaging, inspiring work from Atlanta’s real-life creators — whether that be documentaries or mini-series or music videos. It’s a local platform, but it’s also a community for creative talent.

A play on “The A,” a popular nickname for Atlanta, THEA includes familiar Atlanta brands, such as TechStars, How Stuff Works, ReImagineATL, Serenbe and Ideas United, plus content creators such as Motion Family, Friendly Human and Blossom. New videos will be uploaded regularly, and new channel partners will continue to grow a robust catalog of content for THEA’s official launch in 2018 and beyond. THEA currently includes 15 channel partners with more than 150 videos in categories like entertainment, music, food and technology. TheA is a great example of a local OTT station.