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Archive for the ‘Online Video News’ Category

Brands Embrace Online Video, But Play It Safe

Posted by Mort Greenberg on July 25, 2008

Article Source: http://www.clickz.com

Article Link: http://www.clickz.com/showPage.html?page=3630320

Article Author: By Anna Maria Virzi

Are Big Brands Risk Averse?

Some brand advertisers are establishing microsites on the Web and developing their own YouTube channels. Others are running ads accompanying streaming television shows and movies appearing on Hulu, a joint venture between NBC Universal and News Corp.

“Most of my clients are fairly conservative,” explained Chris Allen, vice president/director of video innovation, Starcom USA. “We have not seen a rush to support user-generated content.”

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Posted in Ad Agencies, Ad Products, Brand Advertising, Branded Entertainment, Online Video News | Tagged: | Leave a Comment »

Web video advertising: awaiting the boom

Posted by Mort Greenberg on May 31, 2008

Article Source: http://www.reuters.com

Article Author: By Kenneth Li and Paul Thomasch, (Additional reporting by Kate Holton in London and Nicola Leske in Paris; Editing by Braden Reddall)

Article Link: http://www.reuters.com/article/reutersEdge/idUSN2249916320080522

Thu May 22, 2008 7:44pm EDT

NEW YORK (Reuters) – Any conversation about hot spots in advertising inevitably swings toward online video, with marketers anxious to reach a huge audience watching their favorite TV show or homemade videos on the Web.

Why, then, did U.S. marketers spend just $471 million on online video advertising last year, according to Forrester, representing only 2.6 percent of all interactive marketing?

Executives attending the Reuters Global Technology, Media and Telecoms Summit this week cite inexperienced creative and sales staff and fear of the unknown among the roadblocks for online video advertising.

They widely agreed, however, that it was only a matter of time before it takes off.

“You have some terrible ads which we could be ashamed of and you have some great ads,” Publicis (PUBP.PA: Quote, Profile, Research) Chairman and Chief Executive Maurice Levy said.

TO READ THE REST OF THE ARTICLE CLICK HERE: http://www.reuters.com/article/reutersEdge/idUSN2249916320080522

Posted in Ad Spending, Brand Advertising, Branded Entertainment, Marketplace Trends, Multi-Channel, Online Video News, Television & Video, Traditional to Online, UGC | Leave a Comment »

Endemol UK Debuts Branded Entertainment Arm

Posted by Mort Greenberg on May 25, 2008

Article Source: http://www.worldscreen.com

Article Link: http://www.worldscreen.com/newscurrent.php?filename=endemol052208.htm

LONDON, May 22: Endemol UK has launched New State, a new division dedicated to securing brand partnerships for the U.K. group’s programming output, to be helmed by Cody Hogarth as the managing director.

Hogarth was previously Endemol UK’s head of commercial partnerships. The new unit will work alongside Endemol UK’s production arms in pairing top brands with TV and digital-media content. New State is part of Endemol’s global strategy to increase its branded entertainment activities across all platforms, including TV, online and mobile. The launch of New State follows last week’s announcement that Marco Di Gioacchino has been appointed as the executive director of branded entertainment at the Endemol Group.

Endemol UK’s recent successes in the branded-entertainment arena include Channel 4’s flagship Vodafone TBA, which sees top artists performing free gigs in venues around the U.K. and The Vodafone Live Music Awards, a ceremony that celebrates the best of live music. Both of these have been commissioned for a third season on Channel 4, and will return later this year. Endemol UK has also secured sponsors for The Gap Year, its online reality series for social-networking site Bebo.

Other credits include ITV1’s music entertainment series Orange Playlist; international fashion event Armani One Night Only, which aired on Channel 4; Calling The Shots for Pepsi International and the charity event Soccer Aid for ITV1 and Unicef, which was sponsored by T-Mobile.

Lucas Church, the COO of Endemol UK, commented: “All the signs are that brand partnerships will play an increasingly important role in delivering quality content across TV and digital-media platforms. This is an area where we see significant opportunities for growth and one which we now plan to bring into the heart of Endemol UK’s business.”

Hogarth added: “Endemol UK already has one of the production industry’s longest and most successful track records in marrying content with leading brands. The launch of New State demonstrates how serious we are about further expanding our role in this rapidly growing part of the market.”

—By Irene Lew

Posted in Branded Entertainment, Online Video News, Television & Video, Traditional to Online | Tagged: , | Leave a Comment »

Web video advertising: awaiting the boom

Posted by Mort Greenberg on May 23, 2008

Article Source: http://www.reuters.com

Ariticle Link: http://www.reuters.com/article/reutersEdge/idUSN2249916320080522

Thu May 22, 2008 7:44pm EDT

By Kenneth Li and Paul Thomasch – Analysis

NEW YORK (Reuters) – Any conversation about hot spots in advertising inevitably swings toward online video, with marketers anxious to reach a huge audience watching their favorite TV show or homemade videos on the Web.

Why, then, did U.S. marketers spend just $471 million on online video advertising last year, according to Forrester, representing only 2.6 percent of all interactive marketing?

Executives attending the Reuters Global Technology, Media and Telecoms Summit this week cite inexperienced creative and sales staff and fear of the unknown among the roadblocks for online video advertising.

They widely agreed, however, that it was only a matter of time before it takes off.

“You have some terrible ads which we could be ashamed of and you have some great ads,” Publicis (PUBP.PA: Quote, Profile, Research) Chairman and Chief Executive Maurice Levy said.

“What you will see with online advertising and video advertising is what you have seen with print and TV advertising, which is a progressive improvement,” he added.

In an industry conditioned to lure consumers with 30-second and 60-second television spots, creating effective Internet spots has been difficult.

“Things can only grow as fast as TV advertisers will make them grow — and honestly these are guys who want to move very cautiously because they have historically held all the cards in the ad world,” Forrester analyst James McQuivey said.

Selling video ads is another big issue.

“I don’t think publishers are really clear on how to sell it yet or what formats work best for consumers and a lot of the ad serving technology, tracking and campaign management technology is still pretty immature,” said Saul Klein, partner at Europe’s top Internet venture capital firm, Index Ventures.

“Even the bigger players in the market, Google (GOOG.O: Quote, Profile, Research) with DoubleClick, etcetera, don’t really have a robust answer on how video is going to work,” he added.

TOO RISKY TO AVOID

Still, Forrester expects online video advertising spending to roughly double this year to $989 million, then roughly double again to $1.86 billion in 2009. It puts the compound annual growth rate at 72 percent from 2007-2012, far exceeding any other type of interactive marketing growth.

“In terms of the growth rates, the online advertising in terms of video I think has more than tripled in the last 24 months,” said Jason Kilar, chief executive of Hulu, a video website owned by Rupert Murdoch’s News Corp (NWSa.N: Quote, Profile, Research) and General Electric Co’s (GE.N: Quote, Profile, Research) NBC Universal.

“You’re working off of a small base, but if you can keep rates anywhere near that for a number of years, you’re looking at a big industry, and certainly the projections suggest that,” he said.

Whether more money will go toward ads with full-length TV shows like “Saturday Night Live,” professionally created clips or user-submitted video, which to date has generated the lion’s share of viewing on video sites, remains up for debate.

For now, 70 percent to 80 percent of ad activity has centralized around traditional TV shorts on the Web, although that only accounts for 10 percent of viewing, Fred McIntyre, senior vice president at AOL Video, said in an interview.

“Advertisers will tell you that there’s not enough usage happening there, and if we just get more people to watch TV on the Internet, it’ll work,” McIntyre said.

But bigger growth could come from the middle tier of video types — professionally produced clips tailored for Web viewing. McIntyre said the format does a better job of attracting higher usage and engagement with viewers than TV shows ported to the Internet.

WPP Group Plc (WPP.L: Quote, Profile, Research) Chief Executive Martin Sorrell predicted advertising for all three would take hold along the same timeline.

He dismissed those who say video advertising may simply not be suited for the Internet, calling them “moaning minnies.” He said advertisers must be willing to experiment because it was too risky to bet against it being a success.

“It may be the Beatles, it may not be the Beatles,” he said. “But we have to invest in some of these areas to understand what’s going on.”

(For summit blog: summitnotebook.reuters.com/)

(Additional reporting by Kate Holton in London and Nicola Leske in Paris; Editing by Braden Reddall)

Posted in Ad Products, Marketplace Trends, Online Video News, Television & Video | Leave a Comment »

YouTube Adds Demographics Tab to Analytics Tools

Posted by Mort Greenberg on May 18, 2008

Article Source: http://clickz.com

Article Link: http://blog.clickz.com/080515-141417.html

May 15, 2008

YouTube has added a demographics tab to its Insight analytics platform for video uploaders. The feature makes it easy for creators to break down viewer patterns by age, gender or a combination of the two. The data come from birthday and gender data people are asked to share when they set up YouTube accounts.

The feature addition was announced in a blog post today from product manager Nick Jakobi. That post also notes many creators are altering their upload schedules based on learnings from the analytics tools, including insights about exactly when users are tuning in. In previous conversations with marketers, ClickZ learned that many agencies have used the platform to glean some new insights from old videos.

Posted by Zachary Rodgers at May 15, 2008 2:14 PM

Posted in Ad/Behaviroral Targeting, Consumer Behavior, Demos & Audiences, Marketplace Trends, Online Video News, Social Media, Television & Video, UGC | Leave a Comment »

EconSM Video: Getting Real: Grown-Up Start Ups

Posted by Mort Greenberg on May 11, 2008

Article Source: http://paidcontent.org

 http://link.brightcove.com/services/link/bcpid1529573284/bclid1527680758/bctid1532920759

By Amanda Natividad – Sat 10 May 2008 05:05 PM PST

In our second video from EconSM 2008, Social Approach’s CEO Shawn Gold moderated Getting Real: Grown-Up Start Ups with Dalton Caldwell, imeem’s founder and CEO, Seth Goldstein, SocialMedia Networks’ co-founder and CEO, Keith Richman Break.com’s co-founder and CEO, and Toni Schneider, Automattic’s CEO. In this panel covering the topic of moving start ups past the early adopters phase and finding a lucrative exit, Caldwell pointed out the importance of taking time to “suck” in order to learn from mistakes. Meanwhile, Goldstein revealed his own motto to be to “hire slow and fire fast,” getting out the employees who just don’t work out, and not being afraid to hire under-experienced people with “a lot of hustle.” Check out our coverage of this panel and watch the video (RSS readers will have to click through). All of our EconSM 2008 videos will be posted here.

 

Posted in Marketplace Trends, Multi-Channel, News Highlights, Online Video News, Research, Resources, Site Development, Social Media, Start-Ups & Venture Capital, Television & Video, Traditional to Online, UGC, Uncategorized, Widgets/Distributed Content | Leave a Comment »

Revenue Grows 8.6%, Propelled by Digital

Posted by Mort Greenberg on May 10, 2008

Article Source: http://adage.com

Our Agency Report Finds the Business in Surprisingly Good Health

Published: May 05, 2008

CHICAGO (AdAge.com) — Revenue for U.S. agencies — advertising, marketing services and media — jumped 8.6% in 2007 despite a tepid ad market. And for that, you can thank digital.

Agency Report 2008

Ad Age estimates that the Big 4 ad firms — Omnicom Group, WPP Group, Interpublic Group of Cos. and Publicis Groupe — last year generated 12.3% of worldwide revenue from digital services.

Related Resources:

point bug Agency Report 2008
point bug Agency Family Trees 2008

While it comes as no surprise that revenue at digital specialty agencies rocketed last year (up 26.8% in the U.S.), it’s clear that digital services have become a way of life (or a way to avoid death) for agencies of all disciplines. In fact, U.S. ad agencies reported an average 10.2% of revenue from digital in 2007.

And in some cases, it was a lot more. Goodby, Silverstein & Partners — Ad Age’s 2008 Agency of the Year — said digital services last year generated 52% of its revenue. The San Francisco agency works for such digitally connected clients as Hewlett-Packard Co.

Of the more than 860 agencies that participated in the 2008 Agency Report, 60% broke out digital revenue.

Digital helps explain the solid growth experienced by major media agencies despite flat spending in traditional media. WPP Group said worldwide digital revenue for media unit Group M last year soared 53% to $238 million. Ad Age DataCenter estimates that digital accounted for more than 11% of 2007 revenue for Group M, the world’s largest media-agency group.

Digital has reshaped direct marketing, and that has turned top-tier direct shops such as Rapp Collins and Wunderman into some of the biggest digital agencies.

Ad Age estimates that the Big 4 ad firms — Omnicom Group, WPP Group, Interpublic Group of Cos. and Publicis Groupe — last year generated 12.3% of worldwide revenue from digital services.

Digital is about technology and platforms; it’s not a narrowly defined discipline. For the U.S. digital ranking, Ad Age tracked agencies’ digital revenue regardless of discipline, resulting in an eclectic list of agencies — digital pure plays as well as advertising, marketing-services and media shops — all dialing for digital dollars.

Digitas tops that digital list; Publicis bought Digitas last year and is moving fast to make it a global agency brand. Avenue A/Razorfish, acquired last year by Microsoft Corp., came in second. New to the list: IBM Interactive, a rebranded rollup of IBM’s digital-marketing services.

Last year’s U.S. revenue growth rate for agencies of all disciplines — 8.6% — was slightly below 2006 growth (8.8%). Agency revenue grew 7.2% in 2005 and 8.6% in 2004. Revenue for U.S. ad, marketing-services and media agencies in 2007 reached $31.1 billion, according to Ad Age estimates.

Marketing-services agencies — direct, promotion, branding, healthcare and public relations as well as digital specialists — accounted for 47.1% of U.S. revenue for marketing-communications agencies analyzed in this report. The rest came from advertising and media.

Key points from the report:

  • Omnicom’s BBDO Worldwide topped Ad Age’s new ranking of U.S. agencies across disciplines. The ranking shows how agency brands stack up regardless of whether an agency gets revenue from advertising, marketing services, media or a combination of the three.
  • WPP’s Group M ranks No. 1 in worldwide media revenue. Omnicom’s OMD Worldwide is the world’s largest media agency, while WPP’s MindShare is tops in the U.S., according to Ad Age estimates.
  • WPP’s CommonHealth leads the ranking of U.S. healthcare agencies. This is Ad Age’s first broad ranking of healthcare agencies since major holding companies opted to limit disclosure after passage of the 2002 Sarbanes-Oxley Act.

Posted in Ad Agencies, Ad Spending, Brand Advertising, Content, Data & Metrics, Demos & Audiences, Marketplace Trends, Media Company Stocks, Multi-Channel, News Highlights, Online Video News, Research, Resources | Leave a Comment »

NBC to Enter All-Local-News Arena

Posted by Mort Greenberg on May 10, 2008

Article Source: http://wsj.com

By REBECCA DANA
May 8, 2008; Page B10

General Electric Co.’s NBC Universal is starting a 24-hour local news network in New York, in what could be the first of several such channels around the country. NBC hopes the network will draw in new viewers and help the company weather a weak local TV advertising market that has depressed revenue at many of its individual stations.

The 24-hour “hyper-local” news network will launch on the digital tier in November and share newsgathering resources with WNBC, New York’s NBC-owned station, which will continue to have its own daily newscasts.

The new network will face competition from several existing 24-hour local news outlets, including Time Warner Inc.’s NY1 network in New York City and Cablevision Systems Corp.’s seven News 12 cable networks in the New York metropolitan area, including Long Island, Connecticut and New Jersey.

NBC is investing several million dollars in the venture, building a “content center” that will house local TV staff and operations. NBC doesn’t plan to hire a new staff for the channel, but instead said it will retrain its existing staff to produce news for the regular affiliate broadcasts, the 24-hour network and a new version of WNBC’s Web site, to be called NBC New York.

If successful, the New York channel will serve as a model for other markets, including Los Angeles, Philadelphia and Chicago, where NBC owns the NBC-branded local station. In most smaller markets, the NBC-branded affiliate is owned by another affiliate group.

“We think this will be better for advertisers,” said WNBC General Manager Tom O’Brien. “We’ll be able to aggregate different audiences and create a bigger audience, and that gives us a lot more opportunities to go to the advertising marketplace.”

In an email to his staff Wednesday, NBC local media division President John Wallace said the reorganization “marks an important change in the station’s philosophy in how it serves the community. Rather than focusing on any one distribution platform, WNBC is redesigning its operations to be content-focused rather than platform-driven, something that is essential to ensure long-term growth in today’s media environment.”

Steve Paulus, regional vice president of NY1, said that although his channel is profitable and ad sales are “holding strong if not increasing,” the advertising market for 24-hour local news isn’t notably better than it is for any other local programming.

Posted in Local, Marketplace Trends, Media Company Stocks, Multi-Channel, Online Video News, Television & Video | Leave a Comment »

Viewing Your Sites on Handsets in a Flash

Posted by Mort Greenberg on May 3, 2008

Article Source: http://wsj.com

By AMOL SHARMA
May 2, 2008; Page B8

Surfing the Web on cellphones is a major headache. Despite advances in recent years, many sites don’t load properly, and multimedia content often doesn’t play. Now, the wireless industry is trying to radically improve mobile Web browsing by making it as much like the PC experience as possible.

In a step in that direction, several major handset makers said Thursday they have struck an agreement with Adobe Systems Inc. to bring its Flash multimedia player to more cellphones. Flash powers online video on sites like YouTube and is used to develop Web pages with animation and other advanced features.

Adobe says Flash is available on 98% of Web-enabled desktop computers but only 30% of cellphones. One prominent holdout is Apple Inc., which doesn’t offer Flash on its iPhone device. Apple Chief Executive Steve Jobs has resisted Adobe’s efforts to include the software, saying he wasn’t satisfied with how it worked on the iPhone.

“Flash video is the most-popular form of video on the Internet today; it’s really important to be able to bring that to mobile,” said Gary Kovacs, vice president of product management and marketing for Adobe’s mobile-devices unit.

About 14% of U.S. cellphone users accessed the Web at least once in February, according to M:Metrics Inc., which tracks wireless-industry trends. Slow wireless networks and confusing rate plans are part of the problem. One of the biggest remaining roadblocks is the clumsy presentation of Web content on a phone. While some sites, such as the Weather Channel and MTV, have mobile-only versions, most don’t.

Adobe’s agreement with cellphone makers Sony Ericsson, Nokia Corp., LG Electronics Inc., and Motorola Inc. is part of a broader move by industry players to improve the mobile Web browsing experience. Sony Ericsson is a joint venture of Telefon AB L.M. Ericsson and Sony Corp.

Wireless carriers such as Sprint Nextel Corp. and Deutsche Telekom AG’s T-Mobile USA Inc. are preloading advanced Web browsers from companies such as Opera Software ASA of Norway, Teleca AB of Sweden and Google Inc. into handsets. Among other features, the browsers are good at reformatting Web pages designed for PCs to make them viewable on phones with 2.5-inch screens. Carriers are also integrating technologies from companies such as Openwave Systems Inc. that decipher content from PC Web pages for multiple browsers and cellphones.

Wireless carriers have a huge stake in jump-starting mobile Web browsing. As their revenues from basic voice service decline, they are relying increasingly on advanced Web and multimedia services to power their growth. T-Mobile USA’s chief technology officer, Cole Brodman, says industry plans to sell mobile advertising and digital content depend on getting more users to browse the Web.

“Carriers and their partners need to solve the problem of mobile Web adoption before any of these business models make any sense at all,” Mr. Brodman says.

Browsers are one major focus. While some mobile devices, such as Apple’s iPhone, come with advanced PC-like browsers, most don’t. Consumers can download high-end browsers onto some handsets, but carriers believe they can increase usage dramatically by preloading the software.

Sprint recently began loading Teleca’s browser in Samsung Electronics Inc.’s Instinct, a sleek iPhone look-alike the carrier announced last month. The phone, which will be available in June, is able to display regular HTML pages. T-Mobile is planning to come out this year with the first phone using Google’s Android cellphone operating platform, which includes a Web browser intended for the mass market. T-Mobile already includes the Opera browser and the NetFront browser made by Access Co. Ltd. of Japan in some of its high-end phones, and it plans to extend such browsers further into its lineup.

Making video from Web sites work on cellphones is widely seen as a crucial component of the new shift. Adobe’s wider distribution of Flash is one significant step. As part of Thursday’s deal, Adobe is dropping its traditional licensing fees and making changes to its technology that simplify its integration into mobile phones.

Other partners in the initiative include content providers such as General Electric Co.’s NBC Universal and carriers such as Verizon Wireless, a joint venture between Verizon Communications Inc. and Vodafone Group PLC. Adobe says it is pursuing other efforts to enable Flash on the iPhone.

Other video formats for the Web are likely to turn up in U.S. cellphones. Montreal-based start-up Vantrix, for instance, offers a technology that carriers can plug into their networks to make popular Web-based video formats viewable on phones. The company says it has signed up carriers such as NTT DoCoMo and France Telecom‘s Orange SA and is pursuing U.S. carriers.

Silicon Valley start-up Skyfire Labs Inc. is rolling out a browser that essentially accomplishes the same task, making videos on ESPN.com and other sites viewable, while rendering Web sites as much like the PC versions as possible.

The new technologies have some limitations. Many basic cellphones don’t have enough memory or processing power to support them. And some of the tools can unintentionally load a PC Web page even when a better mobile-only version exists.

Mark Collins, vice president of consumer data at AT&T Inc., the largest U.S. wireless carrier by subscribers, says the company is evaluating several technologies to bring better Web access to its mass-market handset lineup beyond the iPhone. “We’re in an in-between phase right now, given the current limitations on devices and technology and the software solutions that are available,” Mr. Collins says.

Some in the industry say cellphones won’t ever truly be able to duplicate the PC Web, regardless of how fancy browsers and other technologies get. T-Mobile’s Mr. Brodman says some Web services that are packed with content and features, like MySpace and Facebook, are best offered as specialized software applications that consumers can download. Both social networking sites offer mobile software that is available on select devices.

Write to Amol Sharma at amol.sharma@wsj.com

Posted in Ad Products, Data & Metrics, Marketplace Trends, Mobile, Multi-Channel, Online Video News, Research, Social Media, Television & Video | Tagged: , , | Leave a Comment »

New Online Advertising Contest Blends “American Idol” with “The Apprentice”

Posted by Mort Greenberg on May 3, 2008

Article Source: http://pr-usa.net

   

New York, NY (PRWEB) May 2, 2008 — A new website launched last month; a site that actually does something new and useful. It’s a social media site that is kind of like “American Idol” meets “The Apprentice.”

 

Here’s the site: CommercialPitch.com (http://www.commercialpitch.com), a place where people can create their own ads and then share them with the world. The site gives away real money prizes (http://www.commercialpitch.com/guidelines.php) to the top 3 winners of an elimination contest similar to “American Idol.” First prize is a whopping $15,000! But, the site is more than just a contest. Corporations and ad agencies can view ads submitted by the public, so someone who makes a great ad can actually find a job through this site (much like “The Apprentice”.) If the site sells your ad idea, you would receive a commission too.

  

The internet has opened up possibilities for non-professional hopefuls to get their work seen — something which was not a possibility in the past. CommercialPitch.com allows for creating and thinking about ad concepts — a new example of the internet’s power.

  

What’s interesting about the current contest, ‘The Commercial Pitch Challenge’ (http://www.commercialpitch.com/createpitchphp.php), is that it encourages college & graduate students across the U.S. to participate. For college students that enter, they can represent their colleges by associating their school name & logo with their pitch. CommercialPitch is asking contestants to stretch their imagination by pitching original and “out of the box” commercials. Essentially, the site lets the public play Ad Exec with full freedom of expression. Eat your heart out Donny Deutsch!

  

Oh, and one last thing, CommercialPitch.com allows pitch entries in various formats: Video, Storyboard & Text which opens up the possibility of expressing your idea in a format that best suits you.

 

Rick Joseph, President of CommercialPitch.com sees this site as a major addition to the Internet and already is brainstorming about the possibilities of Season II. 

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