Why “in-stream” placement of branded video is a Win, Win, Win

Why “in-stream” placement of branded video is a Win, Win, Win

Branded video campaigns provide publishers with an opportunity for significantly higher revenue as brands pay a premium to access the targeted audience of a publisher. According to recent studies, quality branded content has proven to outperform pre-roll advertising. Like all forms of inventory, the challenge is achieving reach and engagement. The most common end-points publishers have for fulfilling branded video campaigns have been dedicated landing pages on their owned & operated properties and social media. Landing pages are not ideal placements for publisher, brand, or user. Why? Because they are neither organic nor native to the user experience. read more

ReThink: Verizon fined by FCC – Are privacy laws too severe?

Excerpt from ReThink Research Faultline

Verizon has been fined $1.35 million by the FCC this week for violating privacy laws. While this penalty is barely a drop in the ocean for the US operator, this is part of a wider problem facing not just operators, publishers, and content providers, but also the technology vendors that work with them.

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The FCC deemed that Verizon’s ad targeting technology, or “supercookies”, had infringed its Open Internet Transparency Rule, as Verizon had been collecting customers’ data and sharing this with third parties without the consent of users, and with no option to opt out. Following the small fine, Verizon has now agreed to a three year FCC plan in which it is required to notify its customers about ad programs, and gain full consent before sharing this data with outside companies.

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Shifting Video Viewing Behavior Is Forcing Publishers To Revamp Their Cross-Device Programming Strategy

Originally published on the StreamingMedia blog Data from Adobe has shown that tablet and smartphone viewing accounted for nearly 40 minutes of daily viewing in 2015. This growth has not come at the expense of desktop or connected devices as mobile will continue to be a major story in 2016 as it drives overall growth in video consumption. While this is good news overall, it does present a number of new challenges that will face publishers in 2016. read more

IRIS Insights: Maximizing Video Revenue from Known Viral Events

IRIS.TV enabled publishers that adopted these best practices saw their video ad revenue double during awards season. When it comes to video virality, as a publisher, there is much that is out of your control. Timing and Context can be everything. But there are certain events that you know are breeding grounds for that viral moment. While there will always be an element of luck, there are best practices that can be employed to ensure that video publishers are always prepared to maximize the value of high traffic, viral events. Awards shows are great examples of a known viral events. With the Grammys and Oscars approaching, publishers will be streaming their own coverage or syndicating video. From Patricia Arquette's Oscar's acceptance speech to Common and John Legend performing ‘Glory,’ digital video has the ability to extend the life of these special moments. read more

IRIS Insights: Dynamically Updating Previews Increase Pre-Roll Completion Rates

According to data reported from IRIS.TV Adaptive Stream™, video players utilizing dynamically updating UpNext preview screens and playlists have observed an additional 15% increase in video views per viewing session. Publishers that have integrated Adaptive Stream™ already observe an average lift of 54% in monthly video views. Many publishers insert a pre-roll ad before each video in the stream and manually curate playlists. According to this new data, the significant increase in performance is a direct result of dynamically updating these playlists to the tastes, preferences, and behavior of the individual viewer, in real-time. This is further evidence that one-to-one curation via machine learning not only outperforms manual play listing in scale but also in real monetary value. To the engaged viewer, pre-rolls ads become the much more acceptable mid-rolls. read more

Forbes: Why Online Video Is The New TV And CMOs Should View It That Way

The media industry is facing its largest sea change since the advent of television. New players have entered the content market, cable is unbundling, advertisers are flocking to digital buys and everyone is scrambling to attract online viewers and keep them engaged. It’s a new, still evolving ecosystem, and if marketers and publishers want to succeed, they need to be ahead of the curve on how they think about, develop and improve their online video offerings. read more