In this week’s Week in Review: Sky opens VR studio, Pinterest moves into video advertising and Facebook and Twitter compete for live TV rights. To receive a weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.
Pinterest To “Get into Video Advertising”
Promoted video pins are being tested among a small group of users and internally at Pinterest, according to sources. The platform plans to roll out a video ad unit, with exact format yet unknown, although reports suggest Pinterest will build their own native video ads.
Facebook and Twitter Compete for Live TV Rights
Social media giants Facebook and Twitter are competing to buy the rights to stream conventional TV programming, according to sources. Both companies have approached programmers to discuss a deal, and Facebook has been in meetings with numerous TV executives over the past few weeks.
Sky Opens VR Studio
Sky has opened a dedicated Virtual Reality production unit, signalling its commitment to VR in the future. The telecommunications company has also mentioned it has plans to distribute the VR content through a branded app. Sky have said that, over the coming year, Sky VR Studio will drive the creation of cinematic, fully immersive VR content, producing more than 20 individual films, across a range of Sky content.
TV Viewers Who Use Twitter Are More Likely to Buy Into Brand
Viewers who emotionally engage with a TV show via Twitter are 48 per cent more likely to recall an ad, according to new research from Twitter, Canvs and Starcom. The report also showed that 61 per cent of those who reacted emotionally said they were likely to purchase from that advertiser.
comScore and Viacom Sign Cross-Platform Deal
The newly merged comScore and Rentrak have inked a multi-year partnership for cross-platform measurement deal with Viacom, in their first deal as a combined company. The data collected by comScore’s linear TV, video-on-demand, digital, and over-the-top platforms, will be translated by Viacom’s data-driven Vantage advertising products and available for use as a currency for transacting for marketers.
NBC Opens New Original Content Studio
NBC has pledged to help advertisers become original programers and publishers with the creation of The NBCU Content Studio. The studio will serve as a developer and producer of original content on behalf of its advertising partners, and the content will be distributed on NBCUniversal and outside platforms.
Snapchat Appoints Advertising Experts
Snapchat the messaging service has hired Ali Rana from Millward Brown and Gunnard Johnson, formerly of Google. Rana will become Snapchat’s head of audience and brand solutions, whilst Johnson has been appointed head of quantitative ads research.
Digital Drives Economic Growth
The digital and tech sector has overtaken the financial and retail sectors in terms of driving growth in the UK, according to the latest study from Centre of Economics and Business Research (CEBR). The so-called ‘Flat White’ economy accounts for the driving of economic and employment growth and it’s predicted that the tech and creative sectors are expected to add jobs in Central London at rate of 1.8 per cent a year on average.
Internet Advertising to Overtake TV
Internet advertising is the main driver of global adspend growth, with predictions for it to grow at more than three times the global average rate this year, a new report from ZenithOptimedia has found. The report has forecast that Internet advertising is to overtake television advertising globally in 2017, with mobile advertising accounting for 92 per cent of new advertising dollars added to the global market by 2018.
Adobe and comScore Agree a Video Measurement Deal
In a busy week for comScore, the analytics company has agreed a deal with Adobe that will allow comScore to port digital census data powered by Adobe Analytics, Adobe Certified Metrics, into its cross media, audience and advertising product suites for the first time. Adobe has also said that it is launching a data co-op, announced at its Summit.
NYT SVP of Advertising Joins Simulmedia
Michael Zimbalist, most recently SVP of advertising at the New York Times, has taken the post of Simulmedia’s CMO. Zimbalist’s priority will be to lead the company’s efforts to transform television advertising toward a people-centric model, bringing outcome-based targeting and verifiable attribution to brand marketers who use linear TV, with the outcome of dramatically improving the return on their investment.
CBS Increases Native Programmatic Advertising
CBS Interactive, online content provider, has signed a deal to increase native programmatic advertising on the majority of its websites. Bidtellect, a native advertising exchange, has an exclusive contract to backfill in-feed native ad inventory across 18 of CBSi’s properties on desktop and mobile.
Quantcast and the 4As Aims to Educate About Programmatic
Big Data specialist, Quantcast, and 4As, are partnering to bring 4As members access to customised training and education resources for programmatic advertising. Despite the rise of programmatic advertising, Quantcast claims that knowledge of how it works needs to be more widespread, and hopes this deal will assist this.
Le Figaro Adopts AppNexus Publisher Suite
French publisher, Le Figaro, has signed an agreement to implement the entirety of AppNexus’ Publisher Suite (APS), in the same week as it participated in a multi-publisher trial in France that will see refuse to serve ad blocker users with content. Le Figaro Group will adopt the full AppNexus Publisher Suite, including its ad server, supply-side platform (SSP), plus its forecasting tool Yieldex Analytics.
Time Inc. Appoints Future’s Keith Walker
Future Plc’s Keith Walker has been appointed to the role of digital director for Time Inc.’s Innovation Group, which includes NME, Look, Now and listforlife.net. Walker’s role will be to will drive audience growth for brands across all platforms, while overseeing the Innovation Lab’s initiatives to launch new products and develop new customer and commercial solutions.
Over Half Have Experienced “Buffer Rage”
Two-thirds of respondents have claimed to feel frustration when a video buffers, with one-in-five citing severe levels of irritation, according to new research from IneoQuest Technologies. The survey has found that 52 per cent of people who watch online/streaming video have experienced rage as a result of their video buffering.
70 Per Cent of British People Have a VoD Subscription
Nearly two-thirds of global respondents in 61 countries say they watch some form of VOD programming, which includes long- and short-form content, the Nielsen’s Global Video-on-Demand Report has found. Globally, 31 per cent each of Generation Z and Millennial respondents say they pay an online-service provider for content, with 69 per cent of Britons online now reporting their household pays a subscription to watch live broadcast or on-demand programming.
Programmatic Will Be €2 Billion Industry
By 2020 more than half of all online video advertising revenue in Europe will be generated programmatically, SpotX has predicted. The infographic from SpotX has shown how the programmatic industry has grown almost twenty-fold from €22m in 2012 to €375m in 2015 and will grow at a rate of 38.7 per cent between now and 2020, to become a €2bn industry in 2020.
60 Per Cent Are Still Not Aware of TV Everywhere Services
60 per cent of pay-TV subscribers are still not aware of TV Everywhere apps allowing TV viewing on mobile devices, the Digitalsmiths quarterly Video Trends Report 2015 has shown. The Q4 2015 report has found that 21.5 per cent of pay-TV subscribers have their pay-TV provider’s app on their mobile device, a decrease of 3.7 per cent since 2013 and 4.5 per cent since 2012.
Interactive Adverts Increase Attention
Interactive ad features significantly increase attention, recall and message breakthrough, according to a study by researchers from YuMe and Ipsos. The results also showed that the more interactive the ad units, the greater the impact on conviction across all brand associations. As a result, the level of interaction can potentially create stronger brand associations and connections.
Pay-TV in Central America Sees Biggest Growth
The region covered by Costa Rica, El Salvador, Guatemala, Honduras, Panama and the Dominican Republic reached 3.7 million pay TV subscribers at the end of 2015, according to new data from Dataxis. Currently, the main driver in terms of subscribers is Costa Rica, and along with Panama they are the most mature markets.
Apple TV Leads Streaming Market in Europe
Apple TV has more than 23 million active users globally, with approximately 7 million out of these in Europe, according to Dataxis. Roku is the most popular streaming platform in the U.S, with 9 million active accounts worldwide by end of 2015.
Freesat Uses TVBeat For Real-Time Audience Insights
Freesat is using TV Beat to be able to gain insights into how its customers are using the connected TV service. Using the TVBeat platform, Freesat will be able to analyse the real-time user behaviour of viewers who opt-in to allow collection of their data.
German Court Rules Against Apple In Streaming Case
A German court has ruled against Apple in a case over video streaming patents, handing Kudelski’s OpenTV unit a victory in its ongoing intellectual property licensing campaign against major technology companies.
Mediaset CEO Jailed
Mediaset CEO, Pier Silvio Berlusconi, has been sentenced to 14 months in jail for alleged tax evasion at the Italian group’s broadcast rights arm Mediatrade, overturning a previous acquittal. The court also handed down the same jail sentence to Mediaset Chairman Fedele Confalonieri, finding both him and Berlusconi guilty for one of three tax years considered for the case.
TV Industry Must Evolve To Stay Relevant
Streaming video and non-linear viewing will be the most disruptive forces the TV industry has ever experienced, according to ‘The Digital Revolution Is Disrupting the TV Industry’ from The Boston Consulting Group (BCG). The report shows that in 2015, in the US and the UK, more than 50 per cent of entertainment programming was viewed on-demand, not according to a schedule fixed by a network or distributor.
TV Growth in Latin America to Be Slow
Market maturity and economic issues are likely to be the factors contributing to slow growth in the pay-TV market of Latin America, according to research for Digital TV Research. Brazil ($7.3 billion in 2021) will remain the top country by pay TV revenues by some distance, followed by Mexico ($3.4 billion) and Argentina ($2.2 billion), however revenue is expected to fall in Brazil, Puerto Rico and Venezuela.
Spending on Cable Broadband Dips in 2015
Spending on cable broadband infrastructure dipped by 3 per cent year-on-year in 2015, new research from SNL Kagan has revealed. Despite this fall, global cable operators took advantage of low downstream channel prices and boosted shipments of converged cable access platforms (CCAP).
TV Ad Retention Boosted by Creative Factors
Ads featuring live filming of real people, emotion and humour performed far better than ads emphasising hard facts and scientific information, according to a study by consumer neuroscience market research specialist Neuro-Insight and commissioned by Thinkbox. The report showed that memory encoding levels were on average around 15 per cent higher, when content tapped into emotions.
Young Canadians Embrace Streaming TV
Millennials in Canada are leading the way with streaming TV, a new Insights West poll has found. The report showed that Canadians spend on average 21 hours a week watching television. Men are watching more TV than women, watching 22 hours compared to 20 hours for women.
New Head of BBC Studios Appointed
Mark Linsey has been appointed as the new director of BBC Studios, following the sudden departure of Peter Salmon. Linsey will oversee a plan to move some of the BBC’s biggest shows, including Top Gear and EastEnders, into a new £400m commercial company.
Dedicated Object-Based Broadcasting Platform Launched by Axonista
Axonista has opened its cloud-based Software-as-a-Service platform, Ediflo Pro. The system enables broadcasters to deliver new dynamic and innovative video services to their audiences through Object Based Broadcasting.
Global Average Connection Speed Up By 23 Per Cent
The global average connection speed has risen by 23 per cent, according to the Akamai Technologies “Fourth Quarter, 2015 State of the Internet Report”.
Direct to Consumer Has Become Mainstream
OTT subscription net additions have overtaken pay-TV additions in 2014, a report from Ampere Analysis has found. The report also shows that SVoD revenue is looking set to pass public TV revenues sometime in the next decade.
Over 80 Per Cent of Smartphone Users Stream On Mobile
Eighty-one percent of all U.S smartphone users now stream video on their devices, according to a report from The NPD Group. This usage is being driven primarily by users who are 25 and younger, who spend twice as much time watching video content on YouTube and Netflix mobile apps compared over 25s.
Almost a Quarter of UK Homes Have Netflix
1.4 million joined Netflix in 2015 alone, according to a BARB survey. Almost a quarter of UK homes subscribe to Netflix and more than five million households, or 24 per cent, subscribed to Netflix at the end of 2015.
Channel 4’s Future “Sustainable”
The future of Channel Four has been labelled “sustainable”, provided it retains the commercial and regulatory flexibility to respond to market developments and short-term change, a report commissioned by Channel 4 and produced by Ernst & Young has found. The report said that Channel 4 has adapted well to market change in recent years.
Facebook Drops Support For Blackberry App
Blackberry users will have to use the mobile version of the website to log on to the social network, after Facebook announced it had withdrawn its support of the Blackberry Facebook app. Facebook-owned WhatsApp has also announced that it would only continue to support Blackberry’s Android-powered Priv handset.
70 Per Cent of U.S Consumers Binge-Watch
Almost one-third of U.S broadband consumers binge on a weekly basis, according to Deloitte’s 10th Digital Democracy Survey. The survey found that seventy per cent of U.S consumers now binge watch an average of five episodes at a time.
StickyADS.tv Expands Team For Worldwide Expansion
Federico Benincasa has been appointed as the Product Director of StickyADS.tv. Benincasa’s appointment follows the recent expansion of StickyADS.tv’s London office, where a head of publisher services and head of agency partnerships were recruited to strengthen the company’s presence globally.
Ad Sales Show Huge Growth in Engagement and Branding Campaigns
Rich media, engagement and content marketing formats now account for two fifths (40.84 per cent) of campaigns booked through Vibrant Media’s UK head office, according to Vibrant Media’s latest figures. Traffic driving remains Vibrant Media’s primary business, accounting for 52.11 per cent of International revenue.
IP Group Leads Mirriad Investment
London-based video advertising company, Mirraid, has raised $15 million in a funding round led by IP Group PLC. The funding was also supported by Parkwalk Funds, with a minority investment from Unilever Ventures, the venture capital and private equity arm of Unilever.
Unruly’s Outstream and Native Video Available on Videology
Video ad tech company, Unruly, is partnering with Videology, giving Videology’s platform users in the United States access to Unruly’s outstream In-Article and native In-Feed video formats across hundreds of websites that receive more than a billion monthly video impressions via UnrulyX, the viewable video SSP.
SpotX Expands Publisher Team for UK and Southern Europe
SpotX is looking for expand its supply-side operations for UK and Southern Europe with the appointment of Robert Greaves as Supply Operations Manager and Julian Strutt as Business Development Manager. Both Greaves and Strutt have come from Brightroll, and will be working with publishers and broadcasters in the UK and Southern Europe to maximise their video advertising revenue.
VideoElephant and IRIS.TV Partner For Personalised Content
IRIS.TV and VideoElephant have joined forces to offer publishers personalised streams of syndicated content. Publishers using IRIS.TV’s video programming platform have been able to maximise ROI from their existing library through personalisation as monthly video views typically increase by an average of 54 per cent.
This Week on VAN:
Global Publisher Focus: Distribution Continues to Be the Biggest Challenge Facing Publishers Today, read more on VAN
Q&A: RNTS Media’s CEO Discusses His Company’s Rapidly Growing Mobile Ad Tech Stack, read more on VAN
Mediengruppe RTL Deutschland to Acquire Smartclip, read more on VAN
Ad of the Week: The Garden Bridge Trust, Across the Pond, Our London
An emotive video that captures London at its finest.