Category: QCC Blog

Native Video Presents New, Creative Challenges to Agencies and Publishers

While publishers like Dailymotion, and big advertising agencies like Digitas are getting fast-increasing demand for native or branded video projects from agencies and brands, the creative direction, or the "brief" on these opportunities, are generally open ended. Saraofian suggests that some of the most effective solutions around branded advertising must happen in real-time, often in reaction to breaking news. Also in this segment are Kevin Gentzel, of NDN and Digitas SVP Stephanie Sarofian. This is an exciting challenge and opportunity says Joe Tartaglia, SVP of Sales in this on-stage conversatin with moderator Ashley Swartz. The segment was from the Beet.TV executive retreat in Vieques earlier this month.

Publishers Racing to Produce More Video; Top Sites Generate $40 to $50 CPMs

PHOENIX – Demand for digital video among marketers is strong and top publishers are commanding CPMs as high as $40 to $50, says Brett Wilson, Co-Founder and CEO of TubeMogul, a real-time media buying platform, during an interview with Beet.TV at the recent IAB Annual Leadership Meeting. "Generally, there is a scarcity of digital video. The CPMs for digital video at [top publishers] is quite high so publishers are racing to produce more content," Wilson says.He adds that buying models are migrating to the programmatic variety. Agencies can customize the campaigns by the data they include in the buy, Wilson adds. "We are seeing a big shift from buying media via paperwork to buying through software or programmatically, and there are a set of avant-garde agencies that are embracing that technology." That's because programmatic buying enables audience buying, but it also lets marketers launch scaleable campaigns across devices quickly. Sites in the mid-tail with decent content may be earning $8 to $15 CPMs, while lower-end sites are likely only garnering $2 to $7 CPMs, he says.

Data is Huge, but Knowing How to Use it is Vital, Neustar Exec Says
We spoke with him at SXSW where he was a panelist at a private session about digital video organized and hosted by Videology."We try to add value and insight to brands in particular, and more commonly at the top of funnel, in terms of helping create engagement and awareness with consumers, but you also have other companies interested in inducing actions, which our data can be used for as well," he explains.
AUSTIN — Data is the watchword in the digital marketing business these days, and the key to success is knowing when and how to employ data in ad campaigns, says Ken Barbieri, VP Business Development Ad Advisor at Neustar, a real-time information provider, during an interview with Beet.TV. Barbieri adds that marketers are increasingly relying on deeper and more specific data to make better decisions about targeting consumers. "We see a massive influx of information about consumer household in the U.S. and we can overlay interesting attributes about consumers and we push that out to our partners," Barbieri says. Beet.TV's coverage of this event at SXSW is sponsored by Videology. For more insight into how marketers are using data and the privacy implications, check out this video interview.More videos from the session and interviews with the speakers to come.

LiveRail Expands Into Europe, Boosted by Nearly 300% Revenue Growth
"Publishers are seeing advertisers look for a guaranteed audience..our tools give insights into which portions of their inventory will deliver that desired audience and that helps reduce waste and improve efficiency."For more insight into new developments in real-time bidding and programmatic buying, check out this video interview. LiveRail is also building out its measurement tools, in tandem with Nielsen and Facebook, so that publisher partners can deliver ads exclusively to certain segments of their inventory.
PHOENIX — On the heels of its nearly 300% revenue growth in 2012, real-time online video platform LiveRail is opening an office in the United Kingdom and rolling out across Europe in the coming months, say Mark Trefargne, CEO at LiveRail, in an interview with Beet.TV at the annual IAB Leadership Meeting. In addition, LiveRail is updating its Xbox, iPhone and iPad integrations so those devices are real-time bidding capable as well. "That way publishers can get a seamless experience," he tells us.

Opt-In Ads Deliver 90% Completion Rates, Jun Group CEO
The incentivized views can build loyalty. In addition, Jun Group can target videos via age, gender or interest, he says. "We work with a lot of pet food companies and we can target just cat owners," he says, as an example. About 65% of users say they stay longer on a publishers' site after watching because they've received some sort of reward from the advertiser.Mining new ad opportunities is vital, especially as publishers seek ad formats that keep users on a site, rather than clicking away, adds David Payne, Senior VP and Chief Digital Officer with the Gannett Company.Interactivity can drive time spent on a site and with ads, says Tal Chalozin, founder and CTO of Innovid, an interactive online video advertising platform.
Interactive and opt-in ad formats can drive engagement substantially, and that's why publishers and technologists are testing a range of new digital ad formats. Targeted, interactive ads can often double the time a marketer spends in front of a consumer, he says.This segment was taped at the Beet Retreat 2013 in Vieques, Puerto Rico. He says viewers watch two- to three-minute ads to completion 90% of the time, because of the opt-in approach. Jun Group, for example, delivers opt-in video views and has been profitable since its founding five years ago in part because of the opt-in, reward-based approach, says Mitchell Reichgut, CEO of Jun Group, during a panel discussion with Ashley Swartz, CEO and Founder of Furious Minds.

Video Simulcasts Rising Fast, Boosted by “TV Everywhere,” Adobe’s Noah Levine

PHOENIX — Several programmers are already delivering live TV content for Internet simulcast and many more will this year, predicts Noah Levine, Senior Manager of Product Evangelism at Adobe Video Solutions, in an interview with Beet.TV at the annual IAB Leadership Meeting. "The industry is moving beyond video-on-demand to simulcast streaming," he explains. Bringing programming to digital devices involves new workflows, and media companies are looking for ways to avoid duplicative processes, he says. Adobe is aiming to help with its Adobe Pass tool that integrates with multichannel video providers to help them deliver TV Everywhere services."There are over 100 cable companies and some are quite large, but in order to scale across the nation, a media company needs to form an integration with each cable company." Fox News is doing interesting things as well as Major League Baseball." That includes bringing live content to Internet-connected devices. "By the end of the year, we are going to see more simulcast content through Internet-connected devices than ever before."The challenge, though, will be in achieving scale and ubiquity. "We are seeing interest in simulcast and ESPN is one of the trailblazers.

Nielsen, Twitter Moving Forward on Social TV Rating
The Nielsen Twitter TV rating is slated for availability for the Fall 2013 TV season."The point is to make it actionable and have a real currency for a programmer," he says.
AUSTIN — The next vital step in digital video measurement will be in the development of a more holisitic rating for video across platforms, including tablets and mobile devices, predicts David Gill, VP at Nielsen, during an interview with Beet.TV. Beet.TV's coverage of this event at SXSW is sponsored by Videology. More videos from the session and interviews with the speakers to come. In addition to video measurement, Nielsen is working on a social TV rating via its partnership with Twitter, inked late last year. We spoke with him at SXSW where he was a panelist at a private session about digital video organized and hosted by Videology. Under that relationship, Nielsen is studying the connections between earned media and tune-in to develop industry standard metrics around that behavior that would help marketers understand whether tweets drive viewership and by how much, he says.

Video Sites Need to Diversify Ad Formats, Types of Brand Videos
"Video content creators have to start looking at a nuanced content strategy in order to survive," she says. But you will look at what the brand can offer in terms of expertise or anything the consumer can find truly useful, shareable, giftable," she says.Then there are sponsorship models, which can provide a solid return on the investment as well. While pre-rolls and mid-rolls will play a part, she urges publishers and video creators to look into branded video and native video ad experiences on their sites.
There may not be enough ad dollars to go around for video sites, so they should aim to diversify the type of advertising they rely on, says digital video consultant Joanna Breen during an interview taped at the recent Beet.TV executive retreat. For more insight into types of videos and the ad models that suit them, check out this video interview. Creators should bear in mind that very targeted, niche videos may often do well if they can attract specific products or services as advertisers. By contrast, creators making broad, lifestyle-centric content may not be able to command high CPMs. "Native video doesn't mean you will give the brand the ability to script its own video.

Videology’s Collider Unit Touts “Confirmed vs. Inferred” Mobile Advertising Targeting

PHOENIX — Most mobile targeting strategies are inferred, rather than confirmed, but the latter is much more precise, says Peter Hagerty, Senior VP of Strategic Partnerships at Collider Media, a mobile data management platform owned by online video technology company Videology, during an interview with Beet.TV at IAB Leadership Meeting. As an example, confirmed targeting could help a car maker reach an individual whose car lease is expiring at a specific time with a pitch for a different car. "We are layering data on top of the publishers' inventory that tells a demand source a little bit more about that end user."Most mobile marketing now is direct response focused, by contrast. For more insight on mobile targeting, check out this video interview.Disclosure: Beet.TV’s coverage of the IAB Leadership Meeting is sponsored by Videology He explains that Collider's strategy is to use its technology to precisely reach consumers in market for different products. "Our goal is to make the impressions they see on a daily basis more valuable and to connect those impressions with brand advertisers who want to reach those users when they are about to make a decision." Hilton, for instance, might want to target a Westin user to try to draw them to Hilton Hotels based on confirmed data to target those users, Hagerty explains. "We are enabling brands to deliver messages to users and enable them to interact with or respond to that message and track the effectiveness of it," he says.

GM is Focused on “Addressable” Video Delivery; “Programmatic” is the Future
Beet.TV's coverage of the this event at SXSW is sponsored by Videology.
AUSTIN – Delivering video directly to consumers of specific interests is becoming part of the media buying strategy of General Motors, explains Phl Rzepka, VP/Group Director, at Carat for General Motors, in this interview with Beet.TV In addition to the move to "addressable" advertising, GM is bullish on programmatic buying, which Rzepka says is "the future" of the advertising marketplace. We spoke with him on Sunday at SXSW where he was a panelist at a private session about digital video organized and hosted by Videology. More videos from the session and interviews with the speakers to come.