In this week’s Week in Review: Periscope dominates Meerkat in initial sign ups, Google tries to win back newspaper trust and YouTube announces it’s producing unique content. For a weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.
Google Pledges €150m to Win Trust of Europe’s Media Owners
Google has pledged to give €150m to news publishers and journalism-focused start-ups in Europe over the next three years, admitting that it had made mistakes in its development of Google News. The company wants a less conflicted relationship with newspaper owners who believe that Google is taking their content, displaying it free, and stealing their advertisers, according to Business Insider.
Google also reported higher quarterly revenue and profit for Q1 as rising online ad volume offset a hit from the strong dollar. The number of ads, or paid clicks, rose 13 per cent, while the average price of online ads, or ‘cost per click’, declined 7 per cent. Google’s ad revenue has been pressured as more consumers access its online services on mobiles devices such as smartphones and tablets, where ad rates are typically lower.
Facebook Introduce Video Functionality to Desktop App Ads
Facebook have introduced video functionality to desktop app ads. The company hopes it will attract more people to install and play Facebook desktop games. The video unit has similar functionality to mobile app ads, including autoplay.
Periscope Dominates Meerkat in Initial Sign-Ups
Periscope attracted more than one million users during its first ten days, while its competitor, Meerkat, saw 120,000 users in its first three weeks. While the initial numbers are impressive, it is unknown whether it will maintain the momentum moving forward.
AOL Blends Programmatic and Storytelling With New Ad and Video Offerings
AOL has launched a new series of year-round video offerings in conjunction with its new One by AOL ad platform. AOL has shifted to what the company calls a “Content 365” strategy by expanding its partnerships with celebrities as well as forming a new partnership with NBC Universal. AOL is also angling for more strategic advertising partnerships by launching its new video offerings on the heels of One by AOL.
Twitter Buys TellApart, Largest Acquisition To Date
Twitter will pay $532.6 million – all in stock– to acquire digital ad platform TellApart. It is suggested the move will strengthen Twitter’s mobile ad targeting capabilities.
YouTube’s Brandcast Pitches Millennial Reach to Advertisers
YouTube’s tenth birthday celebrations took place this week, and the platform was shouting about its millennial reach. YouTube CEO Susan Wojcicki noted that YouTube now reaches more 18-49 year olds on mobile alone, than any single cable network reach on TV and claimed that four out of ten of the top trending videos in 2014 were actually ads, rather than content.
YouTube will also partner with Multi-Channel Network and AwesomenessTV, a subsidiary of DreamWorks Animation, to create exclusive feature length content, starring YouTube stars.
Digital Video Ad Spend Increasing at Expense of Traditional TV
A report by the IAB has revealed that more than two-thirds (68 per cent) of marketers and agency executives expect to see their digital video ad budgets increase in the next 12 months. The second annual “Digital Content NewFronts: Digital Video Spend Study,” reports that greater investment in digital video will come from rising advertising budgets in 2015, and a shift in funds away from broadcast and cable television.
TV Advertisers Failing to Connect With Millennials
Millennials are more likely than average to watch a TV show if they have watched a promo shared with them online, but are less likely to share TV promo content than the average TV viewer. The research from Unruly also suggested that TV marketers are failing to create content that resonates with Millennials. However, NBC is leading the way when it comes to social video in the television realm, with a 48 per cent share of online promo views and 39 per cent of promo shares
Satellite TV to remain robust despite OTT threat
Despite increasing concerns about OTT video, the linear TV via satellite market will continue to show solid growth says a report from research and consultancy firm NSR. The proliferation of Ultra-HD, HD and SD channels, along with limited global impact from OTT platforms, enable linear TV via satellite to continue upwards over the next decade.
Yahoo to Concentrate on Video For Magazines, Not ‘Yahoo Screen’
Yahoo plans to produce more original video content, tied to its growing stable of digital magazines and will stream more live concerts and music festivals, according to its NewFront sales pitch to advertisers. However, the company will not be taking on Netflix, instead focusing on creating original content that meshes well with its core content categories.
Roku and Nielsen Strike OTT Measurement Deal
Nielsen and Roku have announced an agreement that enables Nielsen to measure video advertising delivered to Roku players and Roku-powered smart TVs. Roku reported that over 100 of the most-watched channels on the Roku platform are ad-supported.
Blinkx Unveils Unified Platform, RhythmOne
Blink has announced that it has unified its brand advertising trade entities under a single brand – RhythmOne (“1R”). It has also announced RhythmGuard, a filtering technology that, it claims, eliminates suspicious, underperforming or fraudulent traffic before it enters the advertiser marketplace.
Delivery Agent and Sony Embed T-Commerce Capabilities
Sony TVs and Blu Ray players will now be fitted with t-commerce technology from Delivery Agent. The technology gives consumers the ability to engage with, and shop for, products via their TV.
GfK: 4K TV sales up 1759%
The value of the UK Consumer Electronics market fell back in March in almost every sector, except for large-screens and just about anything with 4K on its label, says GfK.
BrightRoll Expands Suite of Mobile Video Solutions for Advertisers
BrightRoll is expanding its mobile offerings to enhance its media agnostic DSP. It is also deepening integration with DoubleVerify to make the company’s fraud protection solution available on a managed basis through the BrightRoll DSP.
STV Reports 9% Rise in National Advertising Revenue
STV Group has reported its national advertising revenues have risen by 9 per cent over Q1, despite a 13 per cent dip in the Scottish advertising market.
Atresmedia and Mediaset Fined for Breaking Spanish Ad Laws
The Spanish Competition watchdog, CNMC, has imposed fines on the country’s two largest TV groups, Atresmedia and Mediaset, for breaking the law for commercial breaks. Both companies have been fined for inserting adverts in the middle of shows interrupting them and not respecting “the integrity of programmes”.
Kantar Media and comScore Announce Joint Offering for Cross-Media Audience Measurement
comScore and Kantar Media have announced their first joint offering for cross-media audience measurement. Spain has been identified as the pilot market.
Vevo appoints Erik Huggers CEO
Vevo has appointed Erik Huggers, formerly of Intel’s Web TV, as its new chief executive officer (CEO).
Tremor Video Announces Sue Hunt as New EMEA MD
Sue Hunt is the new EMEA Managing Director at Tremor Video. Her main role will be to drive the company’s increased focus on programmatic.
James Upson Joins Teads as UK International MD
Teads has announced the appointment of James Upson as UK Managing Director International.
Pixability Executives Co-Author Definitive Book on YouTube Strategy, Execution and Analytics
“YouTube Channels for Dummies,” co-authored by Pixability CMO Rob Ciampa and VP Professional Services Theresa Moore has been announced this week. The guide encompasses the elements needed to build a successful YouTube strategy.
ThinkAnalytics Reaches Over 20m OTT Subs
ThinkAnalytics has revealed it now serves over 20 million OTT subscribers worldwide, a figure that has doubled in the last 12 months. The company’s growth follows contract wins with OTT providers.
This Week on VAN
NewFronts Day Two: AOL A-Listers, Maker to Sell Ads Across All of YouTube, Condé Nast Has VR Series in the Pipeline, read more on VAN
NewFronts Day One: Yahoo, the New York Times and Buzzfeed Kick Things Off, read more on VAN
Save the Dates: New Video Frontiers Goes Global with Events in NYC, London and Munich, read more on VAN
Ad of the Week, LG, ‘The Science Behind Goat Videos’, M&C Saatchi
Whilst the world of consumer tech gets ever more complicated, our internet tastes get ever sillier.